Welcome to the world of Automations by Shoelace!
As you are building a campaign you’ll be asked to set a duration for your future ad/s.
Inside the campaign builder, the default campaign duration for is set to 7-days and the maximum campaign duration is up to 14-days. Recency is a main factor for the 7-day default campaign duration. Based on experience developing and optimizing thousands of retargeting campaigns, we’ve determined that this default duration is best as most visitors who don’t convert within their first session have a higher chance of purchasing within 1 week of their visit.
Although we provide a default campaign duration you can choose which duration will work best for you based on your customer’s purchasing behaviour and other factors. For instance, if you’re having a sale that’s running for 4 days, it’s best to set the campaign duration to match the duration of the sale.
A great way to understand your customer’s purchasing behaviour is analyzing your site’s Time To Purchase on Google Analytics. From analyzing this data you’ll have a better idea of how to set your Automations campaign durations and recapture as many visitors as possible within your target audience.
If you’re still unsure about which duration would work best, ask yourself these questions:
- Do your customers require more consideration or social proof to incentivize them to purchase?
- Is your average order value on the higher end? (i.e. $100+)
- Are there technical aspects of your product that may prolong a customer’s consideration to purchase?
If you’ve answered yes to 2 of these questions your campaigns may require a longer duration than the default we provide.
Now that you have more insights into setting your campaign duration you’re on your way to launching awesome retargeting campaigns! (smile emoji)
If you have any questions or need more info feel free to contact our amazing support team ➡ [email protected] and they’ll be more than happy to give you provide information about Automations and retargeting!