Retargeting ads is one of the most potent ways you can keep your brand at the top-of-mind after a potential lead engages with your content. Since it’s not common for someone to pull out their credit card at the first point of contact, you can use retargeting ads to maintain communication.
There is a higher chance that someone will buy products and services from a brand they trust, which is why retargeting is essential to building your brand.
How Retargeting Works
When you are using retargeting, it means that there is a tracking pixel that allows you to reconnect with people who have already interacted with your brand in some way. For example, you can show follow-up ads to people who:
- Opt in to your email list
- Follow your Facebook page
- Interact with Facebook or Instagram posts/events
- Watched your video ads or content ads
- Use your app
- Spent time on your website
The person has already shown interest by interacting with your brand in some way. You can continue fostering this relationship by creating additional opportunities for interaction.
Planting Seeds that Bring Results in the Future
Think about retargeting ads in the same way as planting a garden. In the beginning stages, you know that you need to prepare the soil by removing the rocks, turning over the dirt, and forming the rows for planting. Likewise, every retargeting ad you put out there is like planting a seed in the ground.
Over time, you continue using retargeting to promote the ideal condition for growth. These ongoing ads are similar to watering, fertilizing, and providing sunshine to the growing seedling. If you foster the right conditions, eventually, the seed turns into a thriving plant that produces fruit. The retargeting ad develops the lead into a paying customer, and you see a return on your investment.
Tips for Improving Retargeting Ads
When you are running paid advertising, you can do things to improve the performance of these retargeting ads, which in turn optimizes your ROI. Here are a few practical tips to consider:
Tip #1: Consider the Customer’s Experience
Just because someone sees a new ad for your brand doesn’t necessarily mean they are ready to buy. Most people need at least a few points of contact to get to know your company and learn more about the benefits you are offering.
Look at the experience from the customer’s point of view, then set up the funnel to develop a relationship with each person. At the beginning of the sales funnel, the goal is brand awareness. Then, you can shift your priority to focus more on conversion rate based on the action you want customers to take.
Tip #2: Personalize the Experience
The person interacted with your brand because they were interested in a specific product or service. What is the item they were looking at but didn’t purchase? Use data to see which pages the customer was viewing because this information shows purchase intent and interest. Then, you can leverage dynamic retargeting to bring that product back into the person’s view again.
Personalization keeps the product at the forefront of their mind, which helps to boost conversation. Make sure the ads show things that match the products or services that resonate with the person’s activity on your website or social media page.
Tip #3: Add an Incentive
What is the reason why the potential customer didn’t buy the first time they viewed the product or service? If they were “on the fence” about the purchase and then left your website without buying, you might be able to sway their action.
One strategy is to use retargeting ads with a coupon code or discount. When they see an ad with a limited-time deal, it encourages them to buy so they don’t miss out on the sale.
If you are using this retargeting technique, make sure you show the retargeting only to people who viewed the page. It’s important to exclude people who purchased.
Tip #4: Consistency in a Retargeting Campaign
How long should you continue retargeting ads when the person hasn’t made a purchase yet? It depends on your business and industry. Make sure you set a specific timeframe, so you don’t run ads indefinitely.
Some retargeting ads only last a few days, while others can be effective with a timeframe of a few weeks or months. Use the data to see how the users are engaging with your content, then leverage the data to your advantage so you are maintaining contact with people who are still interested in your products or services.
Tip #5: Sequencing Strategy for Retargeting Ads
When sharing multiple retargeting ads, consider structuring these messages in a sequence that will build brand awareness. Again, the goal is to increase customer comfort, so they are ready to move into the next step of your sales funnel.
Sequencing ads involves creating a multi-ad series with a specific order of exposure that you determine. In addition, you’ll want to set time windows on the individual ads.
Tip #6: Pay Attention to Abandoned Carts
Did you know that cart abandonment rates can be as high as 75%? That means that people add things to their carts but don’t follow through with the purchase. Create retargeting ads to overcome common causes of cart abandonment:
- They want to see if a coupon code is available
- They are “window shopping” to compare pricing
- They are researching the industry and other options
- They encounter a distraction and forget to complete the purchase
These sales were almost lost, but you can recover by offering a free sample, downloadable resource, or coupon code. This small step can be the motivation that someone needs to complete the purchase.
Personalized Strategy for Online Marketing
What questions do you have about retargeting ads and other types of online marketing campaigns? If you need help with these services, our team is just a phone call away. Reach out to us at ARYU Advertising for more information. In addition, you can contact our team to see how these digital marketing services can improve your ROI.