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Road haulage has always been an industry with hundreds, if not thousands, of operators. The bedrock of the industry is small family firms with trucks that are at the customers’ behest if they need something moving. Being local to the source of whatever needs moving is important because it means that there are trucks close to base and the source of business. If the return journey of the truck is empty, so be it; the cost of the movement is borne by the single load. Without being too cruel about it, the small family firm is not the most sophisticated operator and it is our contention that their focus on price when selling their services does not serve them or the market very well.
The view-through conversion takes into account that some ads don’t trigger immediate buying decisions, but can nonetheless influence people to make purchases later, also known as the billboard effect. In the same way a catchy billboard grabs your attention and boosts brand awareness, an online display ad can encourage a later action. View-through conversions provide advertisers with richer data around ad performance by considering conversions that occur within a certain window after a user sees an ad.There are various practices around the length of a view-through conversion window, some providers will set a 30-day window for example, but we recommend 24 hours. A 24-hour view-through conversion window will provide you with valuable data around the stickiness of your ads, the quality of your ad placements, and your audience’s shopping habits, without inflating or overstating your ads’ effectiveness.
If you’re new to retargeting and you want to test the waters with different providers, it’s more effective to run tests in subsequent months using one provider at a time. You’ll have a better sense of which campaign actually performed better without skewing your results.
Simple A/B tests can provide the data you need to run campaigns with high-performing ads. Instead of relying on what you think will work, you can run tests for measurable and actionable results. A/B testing your creatives will help you determine the optimal combination of ad copy, calls-to-action, and graphics. Here at ReTargeter, we always run A/B tests and recommend that our clients do the same.
|How does Retargeting Campaign work - Adroll|
These five bullet points sum up some of the main ways that today’s marketers are using marketing automation platforms to increase revenue and marketing productivity. If you’re just starting to familiarize yourself with the tool, these are good areas to focus on throughout your product search and implementation.
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