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AdUp Native Retargeting

Requirements

Why does retargeting optimize my performance?

Not every user converts directly at the first click! With our native retargeting solution, users are addressed at exactly the right time at exactly the right publisher. Thus you recall your brand at the right time in the memory of the potential customer. Our algorithm continuously optimizes your individual campaign and thus achieves outstanding results. Through the native integration you additionally profit from optimal click-through- and conversion rates.

Retargeting Advantages Summed Up

  • AdUp Retargeting is 100% product driven. This means that a potential customer is only shown the products that are relevant to him. With the help of your product feed, beautiful, individualized creatives will be displayed.

  • Our retargeting ads are displayed in the familiar native layouts and thus fit perfectly into the look and feel of the publisher website. As a result, these ads profit from the high trust of native advertising.

  • A retargeting campaign is the perfect addition to existing campaigns. Retargeting allows users, who have not yet been converted, to be addressed again with product-specific ads and finally be successfully converted.

  • Our well-known CPC billing model also offers the usual transparency and clarity in retargeting. Different segments (e.g. basket value >500€) can be created to assign specific CPCs.

  • Best of all, there is no minimum volume and no minimum budget! Simply start a non-binding test and let performance convince you!

How It Works

We offer you the opportunity to use the familiar native design of our image text ads for the re-address of already interested customers. Based on your product feed and the customer's interest, ad templates are dynamically assembled for each product individually using placeholders in your ad texts. The basis for the technology is our retargeting tracking, which is integrated into the corresponding pages of your website. Different trackings offer you, the possibility for example to differentiate between different page depths, product categories, tracking periods or user groups. There you're able to set customized CPCs.

Product-Feed

In order to user AdUp Native Retargeting a product feed is required which will be periodical imported by us.

The Feed must be accessible via URL and contain all product information that are relevant for Dynamic Ads.

File Type & Encoding

The product feed should be in CSV or XML format and preferably compressed. The file extension should reflect the format and compression method.

 

The Feed should be encoded in UTF-8 format.

Format

Beispiel URL

Pure CSV

CSV: Gzip-Compressed

CSV: Zip-Compressed

Pure XML

XML: Gzip-Compressed

XML: Zip-Compressed

CSV

CSV files need a header with the column captions. Any CSV format, such as TSV, Excel-compatible or similar, can be used.

To avoid problems during import, the following restrictions should be observed:

  • You should use a semicolon as a separator character

  • The field values should be specified in quotation marks

  • The Newline control character should be used as line break

XML

XML files should have as flat a structure as possible.

Required Columns

Name

Description

Product ID

  • The unique identifier of the product

  • May only occur once in the feed

  • Maximum 100 characters

Name

  • Name of the product

  • Maximum 100 characters

Categorie

  • Category of the product

  • Maximum 100 characters

Preis

  • The current unit price of the product in Euro

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Final-URL

  • Deeplink URL the user lands on when he clicks on the ad.

  • If this field is not assigned, the fallback URL from the creative template is used

Image URL (Fallback)

  • The product image URL, which will be used if no image is available in the required ratio.

  • If this field is not assigned, the fallback Image from the creative template will be used

Optional Columns

Name

Description

Image URL (1x1)
Image URL (4x3)
Image URL (16x9)
Image URL (10x3)

  • The URL to a product image in the appropriate ratio

  • If this field is not assigned, the fallback Image from column 'Image URL (Fallback)' will be used

  • In Case 'Image URL (Fallback)' is not assigned as well, the fallback Image from the creative template will be used 

Sale Price

  • The current sale price per unit of the product in Euro

  • If available, the discount in % is displayed visually

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Shipping Costs

  • Shipping Costs in Euro

  • Dot is used as separator for decimal places

  • No grouping of the thousands digit

Currency

  • The currency of the product price, the sale price and the shipping costs 

  • Format ISO 4217

Availability

  • The current availability of the product

  • Any name is possible here that is assigned to a value that can be used by the system in the campaign setup

Arrival (Location)

  • Arrival Destination

  • Helpful for travel advertiser

Departure (Location)

  • Departure Destination

  • Helpful for travel advertiser

Number of Adults

  • The number of adults

  • Helpful for travel advertiser

Number of Children

  • The number of children

  • Helpful for travel advertiser

Number of Rooms

  • The number of rooms

  • Helpful for travel advertiser

Check-In Date 

  • Check-In Date

  • Format YYYY-MM-DD

  • Helpful for travel advertiser

Check-Out Date 

  • Check-Out Date

  • Format YYYY-MM-DD

  • Helpful for travel advertiser

Custom 1
Custom 2
Custom 3
Custom 4
Custom 5

  • Here you can assign any values from your feed and use them later as placeholder values in your creatives.

 

How To Use Placeholder In Your Creatives

Usage

With the help of placeholders, you can strongly individualize your ad texts and thus simultaneously cover thousands of products or destinations and achieve higher click rates. A product feed that contains the corresponding information is required.

Placeholder can be used for:

  • Headline (max. 35 characters)

  • Text (max. 80 characters)

  • Display URL (max. 35 characters)

  • Final Click URL (e.g. one individual URL per product)

Substitution Rules

Placeholder substitution can be controlled directly in the creative texts.

Scenario 1

The text with replaced placeholders fits into the character limit (e.g. 75/80 characters).

In this case, all placeholders are replaced.

Scenario 2

The text with replaced placeholders doesn't fit into the character limit (e.g. 85/80 characters).

Option A

The fallback texts of each placeholder will be used.

Option B

With the help of the '[...]' character at the end of the corresponding ad text, words may be shortened and an ellipse ('...') completes the text. The text will be shortened by whole words, not by single letters.

Fallback Texts

Each placeholder must contain a fallback text. This is used if the replacement of the placeholder causes the maximum number of characters in the ad text to be exceeded or if replacement is not possible. This means that a fallback text may only be long enough not to exceed the maximum number of characters. Fallback texts are always adopted exactly as defined in the placeholder and are not case-sensitive.

Normale Placeholder

Placeholder always begin and end with a curly bracket. The name of the placeholder and the fallback text are separated by a colon. 

Fit-Placeholder

In contrast to normal placeholders, the suffix 'fit' must be added to the name of the placeholder. There may only be one fit placeholder as the only placeholder in the ad text, because the value of this placeholder completely replaces the rest of the text. If the value is too long, a word is removed at the back until the maximum number of characters is reached. If even the first word is still too long, the fallback text of the placeholder is used. The Fit placeholder is therefore particularly suitable for the headline of an creative.

 

Available Placeholder

Depending on which columns are available in your product feed and have been assigned, the following Dynamic Ads placeholders are available for ad texts.

Description

Placeholder Name

Example

Name

product_name

Category

category

Price with decimal places

price

Price without decimal places

price_truncated

"Price including 'ab' as prefix with decimal places

price_from

Price including 'ab' as prefix without decimal places

price_truncated_from

Sale Price

sale_price

Shipping Costs

shipping_cost

Arrival (Location)

departure_city

Departure (Location)

arrival_city

Number of Adults

adults

Number of Children

children

Number of Rooms

rooms

Check-In Date

checkin_date

Check-Out Date

checkout_date

Custom 1

param1

Custom 2

param2

Custom 3

param3

Custom 4

param4

Custom 5

param5

 

Examples

Ad text with the placeholders 'product_name' (destination) and 'param1' (lodging).

If the replaced text exceeds the maximum number of characters, the fallback texts are used.

Beginner

Keyword matches with product:

Mallorca holidays, All Inclusive up to 60% discount. Book now!

Keyword matches with product but text is too long:

Awesome holidays, now up to 60% discount. Book now!

Keyword does not match with product:

Awesome holidays, now up to 60% discount. Book now!

Forcing Placeholder Substitution

In addition, the '[...]' symbol is added to the end of the ad text here in order to force placeholder replacement. Instead of fallback texts an ellipse ("...") will be displayed at the end of the text, if the maximum number of characters is reached.

Keyword matches with product:

Mallorca holidays, All Inclusive up to 60% discount. Book now!

Keyword matches with product but text is too long:

Mallorca Marina de Cala d'Or holidays, All inclusive up to 60%...

Keyword does not match with product:

Awesome holidays, now up to 60% discount. Book now!

Fit-Placeholder

Ad text with the fit placeholder 'product_namefit'. This removes one word at the end of the replaced text until the maximum number of characters is reached. In this case, an ellipse ('...') is automatically appended to the end of the text.

Keyword matches with product:

UHD 4K HDR Smart LED TV with Freeview Play

Keyword matches with product but text is too long:

UHD 4K HDR Smart LED TV with Freeview Play - Ceramic Black (2019...

Keyword does not match with product:

Britain's biggest price comparison - multiple test winner with best price guarantee!

 

Retargeting-Tracking

With the help of retargeting tracking you have the capability to track user or product activities on your site. Depending on the configuration, this information is used by us for the delivery of your retargeting campaigns. Make sure that the product IDs provided by tracking pixels match exactly with those in your product feed.

Step 1: Access The Javascript-Retargeting-API

To access our Retageting-API the following Javascript file must be included in the <head> area of your website. By setting the attribute async="true" the browser knows that the script should be loaded asynchronously and thus does not influence the loading time of the page

Important: It must be ensured that the Retargeting API is loaded only once per page call, otherwise your data may be tracked several times!

Step 2: Initialize Callback

As soon as the retargeting API is loaded, the global Javascript function window.AdUpRetargeting is executed automatically. Your logic for retargeting tracking must be stored within this function. The first (and only) parameter passed is our API object, which can be used for tracking.

Important: If the global Javascript function window.AdUpRetargeting has been initialized several times on your page, only the last occurring function will be considered and executed!

Step 3: Tracking The Data

The data to be tracked is first transferred to the retargeting API object using various "set" methods and then transferred to us asynchronously in the background using a "track" method.

 

Available 'Set'-Methods

Method

Description

Example

setAccount

Sets your unique account ID.

Note: Working examples for your account ID can also be viewed on the Tools > Retargeting Tracking page in the advertiser frontend

setEmail

Sets the unique email address of the user. 

Note: We anonymise the e-mail address provided using the MD5 algorithm.

setHashedEmail

Sets an already anonymized unique e-mail address of the user.

setSearch

Sets information about the search filters used or other custom values of the user.

The values that are passed here, can be assigned as tracking pixel parameters in the advertiser frontend and then used for segmentation filters and/or placeholders in ad texts.

The requested values are passed in the form of a JSON object.

setTransaction

Sets transaction information (e.g. order number)..

Either the transaction ID can be passed directly as a string or as JSON object with extended information.

setProduct

Depending on the page depth, the information about one or more products is set here.

Here either the product ID can be passed directly as a string, or an array of several strings, or a JSON object ,or an array of several JSON objects with extended information.

Note: The product IDs passed on here should exactly match those in your product feed!

setMobile
setTablet
setDesktop

Sets the device type of the current web page.

Note: By default, we automatically determine the device type based on the user agent.

setDemarkUser

Demarks the current user.

This means that the user is no longer targeted by the campaign (e.g. after a sale or booking). 

Note: By default, users are not demarked after a trackSale() and are therefore still going to be retargeted.

setDemarkProducts

Demarks the products passed via setProduct() for the current user.

 

This means that the user will no longer be retargeted for passed products of the campaign (e.g. after a sale or booking). 

Note: By default, products are not demarked after a trackSale() and are therefore still going to be retargeted..

setConversionCode

Tracks a conversion (e.g. after a sale or posting).

The method must be called with a conversion code that has already been created. The conversion is automatically extended by the order number set by setTransaction() and the product information set by setProduct().  

Note: By default, no conversion is tracked after a trackSale().

 

Available 'Track'-Methods

Method

Description

Example

trackHomepage

Must be implemented on your home page. No further product information has to be passed via setProduct().

trackProductList

Must be implemented on pages where products are listed and/or search results are displayed.

The IDs of the first 3 products should be passed via setProduct()

trackProductPage

Must be implemented on all product detail pages.

The ID of the displayed product should be passed via setProduct().

trackBasket

Must be implemented on all shopping cart or order overview pages.

Here the ID, the unit price and the number of products in the shopping cart should be passed via setProduct().

trackSale

Must be integrated on all order or booking confirmation pages.

Here the ID, the unit price, as well as the number of products of the order should be passed via setProduct().


Furthermore the unique transaction ID can be passed via setTransaction() and optionally a conversion can be tracked via setConversionCode().

Using setDemarkUser() or 
setDemarkProducts() you also have the possibility to demark users or products.

 

Retargeting-Tracking Examples

The following examples only serve as a template and must be further adapted or extended by you. Also make sure that the product IDs provided by tracking pixels match exactly with those in your product feed. More examples with your actual account ID can be found in the 'Tools' section at the Retargeting Tracking page in the advertiser-frontend.

Homepage

Product List

Product Page

Basket

Order Confirmation Page