After highlighting Adroll in Adroll Retargeting Gets Noticed I decided I should highlight one lesson that I learned as well as my plan for the next iteration.
I have been testing LinkedIn, Adwords and Facebook ads along with Adroll and one thing that never happened on the first three services was an outrageous charge for a click. After being charged a ridiculous fee for a few clicks on Adroll I had to find out why. It seems that LinkedIn, Adwords and Facebook make setting a max bid a requirement and if it isn’t then it stands out very well when building a campaign. On AdRoll there is no max bid option visible until after the campaign is launched. So lesson one of using AdRoll, make sure you set a max bid or you will get a surprise.
When I started my first campaign I selected a large number of sites utilizing 8 different ad sizes. After 85,000 impressions a few things stood out. There were two sites with click through rates that were roughly 4 times higher than all other sites. In conjunction with the higher click through rates, the cost per click rate was near the lowest. A few quick clicks showed that both of the sites were using the same size ad.
My next iteration will focus on building awareness and will be a standard campaign. I will launch a new campaign targeting the sites above using the single banner ad. The more focused site targeting and lesson learned will ensure that I get a more efficient campaign and without skewed metrics from a few unusually high click costs.