Retargeting Ads Campaigns

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Retargeting Ads Campaigns

What Is Retargeting?

Retargeting ads are basically directed at online consumers considered window shoppers; those who visit your website but don’t convert to a paying customer. The ads can also be used on contacts you have in your database.

Retargeting is an effective way to get your brand in front of your website’s visitors who have clicked out without converting. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

The following diagram depicts the retargeting process:

Retargeting Ads Campaigns

Source: Retargeter.com

How Does Retargeting Work?

To enable retargeting, a JavaScript tag is added in the footer of your website to generate a list of visitors to your site by placing “cookies” in their browser (anonymously, of course). This provides the capability to display retargeting ads to those visitors when they visit other sites.

The retargeting effort keeps your brand in the forefront and hopefully brings those window shopping visitors back to buy. The statistics showing increased conversions of retargeting ads prove the value of good branding and repeated exposure. However, there are some best practices to follow in creating your retargeting ads campaign.

Limit Exposure

Limit the number of times the tagged users see your ads or they might work against you. You’ll need to consider the buyer’s journey and where they are in the process in determining the number of ads to display. For example, just because a consumer visits your site a couple times doesn’t mean they should be flooded with ads. This may cause a negative association with your brand.

Know Your Audience

You can direct different messages to customers in various stages of the buying cycle. By including retargeting pixels on your website you can tailor the ads based on the level of user engagement. For example, if they visit a particular page of your site, show them the retargeting ads specific for that interest.

This also works with customers who have already converted. While you should certainly consider retargeting to customers who have already purchased as well as the non-buying visitors, you don’t want to inundate them with the same type or amount of ads.

Ad Placements

Considering demographics like age and gender, subject matter of the website and geographic location in your ad retargeting will allow you to maximize the efficiency and effectiveness of ad performance. You don’t want to waste money or time directing ads to people who don’t care about, need or use your product or service.

Use One Provider

If you use multiple providers for your retargeting campaigns (Facebook, LinkedIn, etc.), you run the risk of them trying to get on the same spots on the same websites, which will just increase costs and decrease effectiveness. There are limited advertising opportunities online for the ads, so you’ll be paying all providers for their efforts in competing for them. You’ll also lose control over limiting the exposure of the ads, since each provider is working independently. It’s better to choose one provider for each retargeting ads campaign.

Create High-Quality Ads

It’s critical to the success of your retargeting campaign to create attractive, eye-catching ads. Don’t distract the audience by trying to cram too much information into the ads. Instead, create a simple ad that will be memorable to the audience. Limit copy and make the design well-branded. Use bright and bold colors, clear calls to action and prominent buttons.

It’s also advisable to rotate ads to keep the interest level up. If people see the same ad for months on end, it will disappear into the background and get ignored.