How to choose the right advertising objective

This article will help you choose the right advertising objective for a newly launched Criteo campaign to meet your Goal for Customer Acquisition and Retention.

How do you choose your Campaign Goal?

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. 

Let’s say you want to: 

• Bring new customers to your business, including new visitors or users who have not yet made a purchase. 
  Create an Acquisition Campaign to engage with new users and/or existing visitors who have not yet made a purchase. To maximize scale and performance, we recommend using wider audiences, like Prospecting or Broad targetting. However, if you have a specific target audience in mind, you can use any of the Criteo powered customizable audiences.
  

• Retain your existing customers and grow their lifetime value.

  For this use case, you need to create a Retention Campaign to engage with your customers based on their purchase frequency or recency as well as their website path to purchase actions. We recommend using Retargeting for a more scalable and automated approach, or Events audiences or Contact Lists (of CRM or CDP data) for re-engaging with a more specific tailored segment.

When selecting the audience to target, ensure the audience aligns with your campaign goals by using parameters like including/excluding buyers (for example, if you are trying to acquire new customers, and your definition of a new customer is someone who has never made a purchase, when using a customizable audience, make sure to exclude buyers – for more information on this approach, check out the “Manage Visitors” section here)  

Read more about best practices on audiences for Acquisition and Retention here.