Single Product Retargeting
In the case of product retargeting, serving a creative showcasing the specific product that a customer has already shown interest in is much more likely to entice them to come back to complete a purchase than showing them a generic creative containing products that they may have no interest in.
How it works
What’s needed to work
1. Product Feed
A feed is a list of products that the user could have seen, and the pieces that will appear dynamically in the creative that are related to each product.
Feed Specs
| Preferred Delivery Method | HTTP/HTTPS |
| Accepted Delivery Methods | FTP/SFTP, Amazon S3, Google Sheets/Drive |
| Feed Frequency | Weekly, Daily, Hourly |
| Preferred File Type | CSV; Comma delimited (preferred) |
| Accepted File Types | CSV; Tab delimited or Pipe Delimited, JSON, XML |
2. Pixels
The pixels will pass key information including which users have visited the site, what pages a user has visited, and what product a user is viewing. Two types of pixels are required:
DSP pixel
This allows us to serve ads to the users who have visited the site, wherever they are on the open web, and then understand the impact this has on their behaviour
DCO pixel
This allows to dynamically alter the ads we serve based on the user’s prior behaviour on site
Pixel placement
3. Creative
There are two types of creative elements needed for dynamic creative:
Creative Shell
This is a shell that sets out the look and feel of the creative, and will contain all of the static assets
Creative Assets
These are the specific pieces that should be dynamically slotted into the creative.
| Existing Media Files | .psd or .ai |
| Fonts | .otf or .ttf |
| Logos | .png, .jpg, .psd or .ai |
| Images | .png, .jpg, .psd or .tiff |
| Animation | storyboard, existing html5, or written concept |
| Copy | Approved copy only |
| CTA | Approved CTA only |
SLAs
Creative Design
| Initial Design | 5 days |
| # of Revisions | 2 max |
| Revisions Turnaround | 48 hours |
Creative Development
| Initial Development | 5 days |
| # of Revisions | 2 max |
| Revisions Turnaround | 48 hours |
Pixel Creation and QA
| Initial Creation | 2 days |
| QA Product Data | 2 days post implementation* |
| Revisions Turnaround | 48 hours |
*This is based on having already received the product feed as the pixel information can only be QA’d with a point of reference to check the incoming data against
Creative Trafficking
| Review and trafficking | 48 hours |