Ad “retargeting”. If you have an eCommerce site then you’ve probably heard of it. If you haven’t heard the term, then now is the time to get started.

Retargeting is a marketing method that delivers ads to visitors who have visited your site, but left without purchasing. It attempts to retarget or get the visitor back to your site to make a purchase or complete some other action that you want the visitor to perform.

Ad retargeting is a powerful marketing technique that can sometimes greatly increase conversions.

After checking in on a few competitors the other day I found a couple ads following me around from site to site. This was retargeting in action. I noticed the ads were being served by Adroll so I headed over to the Adroll site and noticed they currently have a free 2 week trial period. Free advertising… sign me up.

Setting everything up in Adroll is a very easy process. It took me a matter of minutes with the exception of being able to filter out customers who had converted. I didn’t want ads being served to this group of people because they’ve already purchased. Since Miva Merchant has a dynamic URL for the invoice page, there is no way of creating an Adroll segment where you simply put in the URL of the invoice page.

Thanks to the very helpful Mike (by Adroll chat support) and Ryan (by email support), the solution was provided to me.

Here are the steps for setting up Adroll retargeting with Miva Merchant and filtering out customers who have purchased.

Step 1. Place the main Adroll tracking pixel in the Global Footer.

Log into your Miva Merchant store, click on your store name, and then click on “Global Header & Footer”. In the “Global Footer” section, scroll all the way to the bottom of the code and insert your main tracking pixel code at the end on a new line. You can get your tracking pixel code under the “Manage” tab in your Adroll account.

Step 2. Place the main Adroll tracking pixel with additional code in the Invoice page footer.

In order to track visitors who have made a purchase you must add an additional piece of script to the bottom of the main tracking pixel script. Since this additional script must be at the bottom of the main script, you have to place the entire script (main tracking script + additional script) in the Invoice footer. This will result in the main script being rendered twice on the invoice page, but I was told by Adroll that this wouldn’t be a problem.

Click on your “Pages” link within Miva. Find your INVC page and click “edit”. Click on the “Header & Footer” tab. In the footer section, scroll to the bottom of any existing code and place the entire Adroll tracking pixel code with additional code (highlighted below in blue). Note: the main code below does not contain your adv id or pix id. You can get your main tracking pixel code from the “Manage” tab in your Adroll account.

<script type=”text/javascript”>
adroll_adv_id = “XXXXXX”;
adroll_pix_id = “XXXXXX”;
(function () {
var oldonload = window.onload;
window.onload = function(){
__adroll_loaded=true;
var scr = document.createElement(“script”);
var host = ((“https:” == document.location.protocol) ? “https://s.adroll.com” : “http://a.adroll.com”);
scr.setAttribute(‘async’, ‘true’);
scr.type = “text/javascript”;
scr.src = host + “/j/roundtrip.js”;
((document.getElementsByTagName(‘head’) || [null])[0] ||
document.getElementsByTagName(‘script’)[0].parentNode).appendChild(scr);
if(oldonload){oldonload()}};
}());
</script>
<script type=”text/javascript”>
adroll_segments = “order_complete”
</script>

Step 3. Set up your conversion segment in Adroll.

In your Adroll account, under the “Manage” tab, click on “Segments & Conversions”. Scroll down underneath the graph and click the “Add New Segment” button. Set the Type to “Conversion”. In the Name field type “order_complete”. In the URL field type “+order_complete”. I kept the duration set to 90 days and the conversion value field blank. Save your changes.

Step 4. Set up filtering.

After you’ve set up your campaign, ad group and uploaded some ads you’ll want to set up filtering so you can filter out customers who have converted. Click on your campaign name, then click your adgroup name. In the right corner underneath the graph you’ll see a button labeled “Edit Audiences”. Click this button and you can set up the filtering. For the “All Visitors” segment select the radio button “target”. For the “order complete” segment select the button “ignore”. Click Save.

Wait for your list to build:

After your ads have been approved and your list builds to 1000, your ads will start showing to people who visited your site, but did not make a purchase. If your ads are done well, you should get a percentage of these visitors back to make a purchase.

Side note: The steps above were provided to me by Adroll. As I previously mentioned, the invoice page will have the main tracking pixel twice. This is because the additional script has to be below the main script. If you know of a different way to accomplish this, please let me know and I’ll post it here.

Miva Merchant / Adroll Video

Below is a webinar video from Rick Wilson at Miva Merchant that covers Adroll and the partnership with Miva Merchant.

Adroll Miva Merchant Webinar from Rick Wilson on Vimeo.