Retargeting, also known as remarketing, has become a staple in the world of digital marketing. It’s a strategy that allows you to re-engage with users who have previously interacted with your website or app.
Targeting these individuals with tailored ads as they browse the web can increase brand awareness, recapture lost leads, and boost conversions.
However, retargeting can be a double-edged sword. When executed poorly, it can annoy potential customers and waste your marketing budget.
Ensure that your retargeting efforts don’t go waste by following the best practices.
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Not all users who visit your site have the same interests or intent. Segment your audience based on their behavior and preferences. For example:
- Cart Abandoners: Target users who added products to their carts but didn’t complete the purchase.
- Category Browsers: Show specific product recommendations to users who viewed particular product categories.
- Past Customers: Create loyalty campaigns for users who’ve already made a purchase.
- Engagement Level: Segment users based on how frequently and deeply they engage with your content.
By segmenting your audience, you can deliver more relevant and personalized retargeting ads, increasing the chances of conversion.
One of the common pitfalls of retargeting is overexposure. Bombarding users with your ads can lead to ad fatigue and annoyance. To prevent this, set frequency caps that limit the number of times a user sees your retargeting ads within a certain time frame. The ideal cap may vary depending on your industry and audience, but it typically ranges from 3 to 10 ad views per user per week.
Your retargeting ads should be visually appealing, attention-grabbing, and relevant to the user’s previous interactions with your site. Highlight the value proposition and include a clear call to action (CTA). Use compelling visuals and persuasive copy to entice users to click. Don’t forget to maintain consistent branding to reinforce brand recognition.
Email marketing is an underrated strategy that not everyone takes advantage of. Write compelling emails with irresistible offers, valuable insights and useful discounts to send them to your potential customers. Find their email addresses using email finder tools like GetEmail.io. This AI-powered tool, along with validating emails in bulk can also be used on platforms like LinkedIn, Gmail and Salesforce to collect email addresses.
Choose where your retargeting ads will appear carefully. Consider the websites and platforms where your audience spends their time. Popular options include Google Display Network, Facebook, Instagram, and other social media platforms. Be strategic about your placements to ensure your ads reach your target audience effectively.
Frequency sequencing involves showing a sequence of ads to a user over time, gradually conveying different messages. This approach is particularly effective for complex or high-value products or services. It allows you to tell a story or provide additional information, increasing the likelihood of conversion.
Regularly analyze the performance of your retargeting campaigns. Look at key metrics like click-through rates (CTR), conversion rates, and return on investment (ROI). Use the insights gained to make data-driven adjustments. For example, if you notice a particular ad creative has a significantly higher CTR, allocate more budget to that campaign or create similar ads.
Don’t limit yourself to standard display ads. Explore different ad formats like video ads, carousel ads, or interactive ads, depending on your goals and audience preferences. Different formats can help you stand out and engage users in unique ways.
Experimentation is a key part of optimizing your retargeting efforts. Run A/B tests to determine which ad creatives, ad copies, and landing page variations perform best. Test different elements, such as CTA button colors, ad formats, and messaging to fine-tune your retargeting campaigns.
Consider where users are in your sales funnel when retargeting them. Tailor your messaging and offers accordingly. Reaching out to them at the right place and at the right time is the key for successful retargeting campaign.