June 19, 2018
Depending on the product, bidding high on sites like walmart.com and kohls.com can be very effective - advertising to users when they are already shopping.
Test whitelist review/industry sites.
Segment retargeting into general, people who’ve viewed product pages, and people who’ve visited the cart. Bid very high + recent + frequent on cart abandoners (exclude purchasers from all ad groups)
Have an ad group targeting past purchasers if there is any possibility of repeat purchasers. Don’t bid for the first week or so, depending on the product. Low frequency — these are strictly reminder ads since they are already aware of the brand
Be careful not mix up targeting between meal delivery (pizza) and food delivery (grocery) in behavioral lines.
Retarget past purchasers. Generally median income.
Peer39 has contextual categories for skin care, hair care, etc. Consider women only targeting, and a men only ad group for holidays
Be aware of and potentially target specific niches within cosmetics — some are organic, some for African americans, some for dry climates, etc.
Use contextual category targeting for specific conditions (pregnancy, etc). Search “pharma” under the brand “dstillery” in the ttd dmp for asthma/back pain/cholesterol/sinus/etc
GEO is important, useful to have a primary and secondary geo. Don’t use geo for retargeting to capture out of state movers.
Test geo-fence around actual properties.
Focus on demographics. TTD dmp has audiences for “family member over 60” etc.
Make sure dynamic creative optimization logic is set up well. People often make a big purchase and then a few days later make a smaller purchase (buy a couch, then later some pillows)
Target people who’ve already purchased, lots of repurchasing.
Be careful not to mix up regular concert goers and symphony audiences
Whitelist of local or college specific fan-sites works well. Test targeting students and faculty. Target people who’ve already bought tickets, lots of re-purchasing.
Nearly impossible to target behavioral - focus on categories. Lots of good/relevant contextual categories, some categories exist for substance abuse.
Can target job titles “addiction counselor” and “addiction medicine doctor”