- Blue Marketing × Webgains webinar recap: how we approach AI-powered retargeting.
- The origin story: a chance meeting at Affilifest 2025 led to a publisher presentation.
- Real results: cleaner tagging, smarter bidding, and case studies with conversion growth and lower bounce rates.
Blue Marketing × Webgains: Smarter Retargeting, Real Results
In our recent Blue Marketing × Webgains webinar, our Regional Manager, Martin Mogensen, introduced who we are, how we work, and why our approach to retargeting delivers reliable, compounding performance. Below is the story of how this collaboration came about, how our implementation works in practice, and a handful of results Martin shared during the session.
How this collaboration started
This all began at Affilifest 2025 back in May, when Martin met Bryony Hatherley, Publisher Director at Webgains, by coincidence. They connected immediately, saw real potential, and started discussing ways to collaborate. Those conversations led to our publisher presentation for Webgains and ultimately to the webinar you’re reading about now.
Built for today’s performance: our in-house retargeting tool
As Martin explained during the session:
“The retargeting tool is built by ourselves, and it’s been eight years in development. We’re constantly optimising and setting new filters and variables to make sure it fits the current situation for everyone out there in the market.”
In short: we’ve engineered our stack from the ground up so it can adapt—fast—to shifting user behaviour, inventory dynamics, and privacy-first constraints.
How our implementation works (the four-tag framework)
To analyse the customer journey and personalise creative, we implement four tags:
- Visit tag – fires on site visit to start the journey mapping.
- Product tag – captures product view signals for relevance.
- Basket tag – identifies strong intent events (adds to basket/checkout steps).
- Conversion tag – confirms purchase and cleans the retargeting pool.
Martin summarised the role of the final tag like this:
“The conversion tag works by excluding and removing the already converting traffic from the retargeting pool, and we only retarget the pool that’s been through the first three tags. So the conversion tag excludes us from doing any retargeting to make sure there’s no advertising spam.”
The outcome: less noise, more relevance, and spend focused on users who still need a nudge.
Case studies
Client A – reducing bounce while the model trains
“For Client A, we discovered that the bounce rate actually decreased by 4% after we’d been training. In month one, the AI is still doing its thing, placing the bids, and in month two we actually see a decrease and in month three it’s going to be bigger. We ended up with a 4% reduction in bounce rate for this specific client.”
Client B – tracking uplift, smarter placements, revenue growth
“For Client B, we changed the tracking method, we optimised performance, and we placed in different publishers. We had a discussion with the client, did the whitelisting and blacklisting, and everything just matched up. Month after month, we saw a huge increase because we were picking out different places where their specific consumers were online on different websites—and actually creating a huge pivot in terms of revenue growth.”
AI-led personalisation – conversion up, bounce down
“Also, the average conversion rate increased by 39.52%. I didn’t believe it at the beginning, but we crunched it and I double-checked it—and a 39% conversion rate growth… that’s really something. It’s only because our AI figured out a way to engage with customers. We optimised the product feed so the banners and the tone of voice were more customised; the engagement was there. We were creating a kind of community feel because the advertiser’s tone of voice was filtered through and shown in the display ads. That’s why the conversion growth is that high. And the bounce rate, of course, went down 10%. This is a really good case for everybody, and I can say the client is extremely happy.”
If you’d like to know more about Blue Marketing, please get in touch via our contact form. We’ll be happy to answer your questions and explore how we can work together!
