97% of first-time visitors to your website will leave without buying anything1. 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 likely still interest them by showing them ads relevant to the pages they visited on your website. These ads also show them relevant text or image ads about your business, when they visit other relevant websites. Retargeting campaigns run 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 more 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 and sales, or simply reinforce your branding message? Once understand clearly what you want to achieve, begin building retargeting campaigns that align with your overall marketing strategy.
2. Have a retargeting strategy in place
Retargeting works best when included in an overall PPC strategy. Avoid creating retargeted ads without having conversions in mind. Anyone looking to implement retargeting campaigns just for the sake of retargeting is more likely to fail.
3. Determine ad placement and frequency
Place retargeting ads on pages most relevant to your business while avoiding sites with a poor user experience or irrelevant content. Typically, retargeted ads are best placed on 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 frequency of funneled customer exposure to retargeted ads, which, in turn, depend on the rate of customer activity on your website.
4. Select the right retargeting audience
This is one of the most important factors that will determine the success or failure of a retargeting campaign. Users who have already visited your website and shown an interest in your product or services are always a good place to start.
Other effective strategies focus on visitors with an interest in similar products or services, readers of related blog posts and customers who recently abandoned their shopping cart. Think outside of your site with retargeting social media visitors. This is another effective approach as social networking sites such as Facebook have a wealth of information on 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. 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 audience and target them with the right message at the right time. Follow these 5 Copywriting Mistakes to Avoid for help in creating the right geared for your customers.
6. A/B test retargeting ads
Like all other PPC campaigns, retargeting campaigns should be A/B tested. This helps 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, closely monitor and measure retargeting campaigns to determine which the most effective strategies for driving conversions. Use a tool such as AdRoll’s Targeted Shopper List to monitor retargeted visitors for specific goals.
Always ensure that retargeted ads are relevant to the audience and timely. Implement retargeting strategies alongside other PPC strategies. Some of these with the best results include search engine retargeting, retargeting ads on relevant sites, and mobile retargeting. A/B test retargeted ads to determine which retargeted strategies are most effective in driving conversions. Finally, monitor retargeting campaigns closely. Measure the success of retargeting ad campaigns to ensure that they are aligned with your overall business goals.