How to ace new biddable media campaigns with cross re-targeting

Starting work on new biddable media campaigns is always nerve wracking. How can you tell for sure if your account build is going to convert? No amount of bravado can mask those nerves.

If you want to achieve any marketing aim, then biddable media is a great way to boost activity. However, biddable is difficult to get right. If you want to get some solid advice on perfecting your campaign, read our blog 'What is biddable media, and how can it catapult your growth?'

Nothing will damage your confidence and credibility than bringing on a client and having it tank from day one. The issue is not only creating a great build and great content – it’s getting it in front of the right consumer and converting before the client loses faith.

But enough doom and gloom! With this little gem of a strategy we’ve developed, starting a new client build can be a smooth and profitable process.

The strategy is called cross-remarketing, and as you can guess, it involves the use of remarketing lists and key terms across multiple clients. Now, I know what you’re thinking. This has data protection violations written all over it - but it’s all kosher. No personal information is ever shared.  All you’re doing is using existing knowledge to create a fertile environment for your new client to grow in. Below, we explain how.

How do you hit a target blindfolded?

When you start new biddable media campaigns, you’re effectively running blind. However, with a strong persona framework and existing keyword selection, you can take a lot of the guesswork out of the process.

No two propositions are exactly the same, however many propositions are similar. Likewise, consumers are individually unique, but collectively show similar traits. As a result of this, when you identify what works for one client you can use the same tactic to influence another.

Many agencies find they develop a portfolio of similar client types. If this is the case, once you have one account steady and performing well, you can easily employ successful strategies for other lookalike clients.

Spreading the love with biddable media campaigns

So, if you have been working on biddable media campaigns for a while, you will know all about behavioural and lookalike targeting. But are you aware you can now share audiences across clients within your business manager? Well, you can, and it’s bloody effective.

To cross re-target, first look for the most similar account to your new client. Then look for the highest converting retargeting list within their campaign. Share this with your new client’s manager, set up a campaign with this as your base audience, and overlay your additional options (income levels, homeowner status, etc.

Make sure you have the new client’s retargeting pixels firing on the landing pages, so you are soaking up this and new traffic. Once this first campaign starts to convert, you can build lookalike audiences which are more specific to the individual client.

Using this technique, Six & Flow was able to launch a new client with a niche product offering, and achieve a CPL 64% lower than threshold while maintaining quality.

The core principle of inbound and content marketing is the sharing of content, ideas and products. It makes sense that you should also be able to share retargeting lists, and build a fertile environment for your clients to generate sales through biddable media campaigns.

If you want to achieve any marketing aim, then biddable media is a great way to boost activity. However, biddable is difficult to get right. If you want to get some solid advice on perfecting your campaign, read our blog 'What is biddable media, and how can it catapult your growth?'