97% of first-time visitors to your website will leave without buying anything. Retargeting is a form of online advertising that helps you reconnect with customers who have already visited your website. This technique has become an integral part of any PPC (pay-per-click) campaign. Retargeted ads are often more effective than regular ads because they target customers that have already shown an interest in your product or service. The ad strategy works to remind your visitors about your website, and products or services, that they are likely still interested in by showing them ads that are relevant to the pages they visited on your website. The ads also show them relevant text or image ads about your business, when they visit other relevant websites. Retargeting campaigns can be done through Google Ads, Adroll, Facebook retargeting, LinkedIn Ads and other retargeting advertising platforms.
Retargeting ads are not only effective but also very cost efficient as retargeted users are already familiar with the advertiser’s product/services and often less likely to click on them again.
7 Effective Retargeting Tips you can Use:
1. Define retargeting goals and objectives
Before launching a retargeting campaign, it is important to first define its goals and objectives. Are you looking to increase brand awareness, drive more leads or sales, or simply reinforce your branding message? Once you have a clear understanding of what you want retargeting to achieve, you can begin building retargeting campaigns that are aligned with your overall marketing strategy.
2. Have a retargeting strategy in place
Retargeting works best when it is included in an overall PPC strategy. Avoid creating retargeted ads without having conversions in mind. Anyone looking to implement retargeting campaigns for the sake of retargeting is more likely to fail.
3. Determine ad placement and frequency
Retargeting ads should be placed on pages that are most relevant to your business while avoiding sites with a poor user experience or irrelevant content. Typically, retargeted ads are best suited for the right column of niche-related sites.
Retargeted ads should also be placed in the same number and frequency as other PPC campaigns; this is to make retargeting campaigns consistent with your overall PPC strategy. The retargeting ad frequency depends on how often retargeted customers are exposed to retargeted ads, which, in turn, depend on the rate of customer activity on your website.
4. Select the right retargeting audience
The retargeting audience is one of the most important factors that will determine the success or failure of a retargeting campaign. Retargeting customers who have already visited your website and shown an interest in your product or services is always a good place to start retargeting these users.
Targeting retargeted visitors with an interest in similar products or services that you offer, retargeted readers of related blog posts and retargeted customers who recently abandoned their shopping cart can also be effective retargeting strategies. Retargeting social media visitors is another effective approach as social networking sites such as Facebook have a wealth of information on retargeted visitors.
5. Keep retargeting ads relevant
Although retargeting customers who have already visited your site can be cost effective, retargeting people with irrelevant ads is a recipe for failure as users are likely to ignore retargeted ads that do not offer any additional value or interest.
Always ensure that retargeted ads are relevant to the retargeting audience and target them with the right message at the right time.
6. A/B test retargeting ads
Like all other PPC campaigns, retargeting campaigns should be A/B tested to determine which ads are most effective in driving conversions. Test different ad copy, different retargeting audiences and different ad placements.
7. Measure retargeting campaign success
Finally, retargeting campaigns should be closely monitored and measured to determine which retargeting strategies are most effective in driving conversions. Use a tool such as AdRoll’s Targeted Shopper List to monitor retargeted visitors for specific retargeting goals.
Always ensure that retargeted ads are relevant to the retargeting audience and target them with the right message at the right time. Implement retargeting strategies alongside other PPC strategies such as search engine retargeting, retargeting ads on relevant sites and mobile retargeting to get the best results. A/B test retargeted ads to determine which retargeted strategies are most effective in driving conversions. Finally, monitor retargeting campaigns closely and measure the success of retargeting ad campaigns to ensure that they are aligned with your overall business goals.