About bid strategies

This article will help you choose the right advertising objective for any newly launched Criteo campaign to meet your goals for Acquisition and Retention strategies. You’ll also learn more about the types of audiences you can target in order to achieve each of your campaign’s objectives.

How to choose your Goals

Determine the profile of your target customer and select between acquisition and retention to find your next top buyer or turn your audience into loyal customers .

Here are the goal options you can choose from for your Criteo campaigns:

• Acquisition - Find your next top customer. We recommend using wider audiences like Automated Prospecting or Criteo-powered audiences to reach more new potential clients.

• Retention - Drive more value from your existing customers. We recommend using Automated retargeting, events audiences or first party segment based on your own encrypted data.

You can read more about best practices on audiences for acquisition and retention here.

Setting up Goals makes monitoring and reporting on your campaign performance more accurate, while Objectives help us recommend features and settings for you to succeed.

What is an advertising Objective?

Your Campaign Objective is what you want your audience to do when they see your ads. This should align with the primary goal you want your campaign to achieve for your business.

Based on your specific business goals, there are pre-recommended features to help your campaign succeed.

How to choose an advertising Objective

Before starting a new campaign, think about what your business goals are.

Here are the campaign objectives you can choose from for your Criteo campaigns:

Objectives for Display campaigns

• Visits: Get people to explore your site or app

• Conversions: Get people to buy your products or services

• Revenue: Get people to spend more while buying from your site or app

Objectives for Video Campaigns

• Video views: Expose your brand by getting people to watch your videos.

• Visits: Get people to explore your site or app

• Conversions: get people to buy your product or services  

How to choose your objectives and cost controllers