Running retargeting tests for marketing campaigns is the secret of any online marketer’s success. When the tests are conducted correctly, the results can pay off handsomely. The tests can also prove what works and what doesn’t. In this competitive environment, it’s imperative that you test new solutions against each other to ensure you're running the right one for your business. Conversely, when a test is handled incorrectly, potential profits — not to mention time, money, and resources — can be wiped out. Here’s how to avoid making some common mistakes.
Test retargeting vendors one at a time
First, when you’re testing numerous retargeting vendors against one another, it’s critical to test them one at a time. Each retargeting vendor’s business model is different. Therefore, the way to get the most accurate results is to run tests separately — ideally, for 30 to 60 days each. That may sound like a long time, but it’s necessary to allow you to build a good cookie pool and get in front of as many high-value users as possible. The longer the test runs, the more revealing it will be. You can also set up a test and give half of your cookie pool to one vendor and the rest to another vendor. This will eliminate a bidding war or two separate campaigns bidding on the same users (which drives costs up and diminishes your ROI).
Give control to your retargeting vendor
When you’re working with a vendor, give them full autonomy to set up the test as they see fit. Don’t limit the budget or the size of the test. Instead, trust the vendor to do what they do best. They want to get hired, and the only way to do that is to deliver peak performance. The ultimate goal with this initial test is to provide the best results which is beneficial to both of you.
Work with retargeting vendors that drive performance
Lastly, the most important thing you can do is to work with a high-quality vendor that has the knowledge, experience, and expertise to ensure the success of your test. The right retargeting vendor becomes a trusted advisor that will give you clear projections of what you should expect to spend and how many orders your investment might drive. They’ll address all of your concerns and help you hit your goals — ensuring the secret to your success stays safe with them.
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