Now you have all of the basics; Introduction, Networks, Costs, Sizes, and Types of Campaigns.

What I want to explain now are a few concepts that can help you take those fundamentals to the next level.

First of all, the more relevant your retargeting ads are to the viewer the more effective it will be. You don't need to get clever or resort to attention getting tactics.

For example, we rarely show retargeting ads to regular web visitors now. In our campaigns they have to have made a specific action. Maybe they just opted-in to our newsletter or maybe they just clicked our order button without ordering.

Or even recently purchased our product but didn't choose our upsell.

We like to target these tightly focused sub-groups and show them ads that help push them to take the next step in our sales process.

Something else you want to think about is "message sequencing."

I mentioned several times in the types of campaigns section that you might follow up one campaign with another. What I mean is in the campaign settings you can choose when the ads start showing and when they stop.

For one client we did a 4-part sequence.

Part 1: We used the come-back campaign to first try and get the user to quickly come back to our site. These ran immediately and for 3 days.

Part 2: We ran a 10% off ad starting on day 4 and until day 14.