How to Improve Your Retargeting Ad Campaigns
Retargeting is one of the most effective forms of digital advertising in which audiences are targeted with specific ads based on their online behavior.
Also known as remarketing, this technique basically turns internet “window shoppers” into real paying customers for your business.
If someone landed on your website from an advertisement, started shopping and then left the shopping cart during the checkout process – you can create a specific ‘retargeting’ advertisement that shows them the exact product they were shopping for (enticing them to finish and checkout).
Today, we are showing you seven great ways to organize, analyze and optimize your retargeting campaigns for maximum success.
1. Run separate campaigns for new and retargeting audiences
If you target both retargeting and new audiences at the same time, it is virtually impossible to gauge the real impact of your ads. Assuming you generate a sale, you won’t know if it came from a new prospect or someone deep in your funnel.
This is why expert marketers run separate campaigns for new and retargeting audiences. By separating the campaigns in ad groups, you can have a better look at your audiences and your ad’s performance.
2. Experiment until you find that highly compelling offer
Believe it or not, lead magnets are your most compelling call-to-action. They are the types of incentives that your customers need and would appreciate.
So, how do you create lead magnets and share them to your audience?
It’s simple – start researching on the need of your audience. See what they need by seeing which products, pages and articles they are visiting most frequently. Then, use marketing automation to send personalized offers to them.
3. Understand the buyer journey
This is a crucial step that applies to every retargeting campaign.
Essentially, you need to divide your customer’s attention in five stages: awareness, familiarity, consideration, purchase and loyalty.
Retargeting is primarily intended to capture more of these consumers (attentions) as they proceed through the five-stage funnel. So instead letting your retargeting campaigns roll on their own, start understanding the buyer journey and see who is converting on what.
4. Keep a close eye on your advertising frequency
Recently, one study on consumer emotions associated with retargeting ads found out that ad frequency had a negative impact on buyer emotions.
In a nutshell, heavy ad frequency can change a buyer’s outlook from positive to negative. It can be intrusive, annoying or may cause customers to become angry with your brand. So, the goal is to implement some sort of ad frequency.
5. Use dynamic creative ads on Facebook
Dynamic product ads on Facebook are great. But have you ever tried dynamic creative ads?
As the name hints, dynamic creative ads are a tremendous advertising tool because they take the guesswork out of your advertising copy. You can literally upload multiple images or videos, headline/description variations and CTA button texts – and have Facebook test them and automatically optimize for the best combinations out there.
6. Retarget by your Google paid and organic search results
Your retargeting strategy is only effective if your messages are customized for the specific audience. If you are retargeting the mass of audience instead of target groups, then your chances are unknown.
For example, if someone lands on your site via a particular search term, it can show a high level of intent. So, the next advertisement or content piece that you showcase must be sure to reach them on Facebook – or below the page in form of cookies.
7. Experiment with your retargeting durations
You may not know this, but the duration of your campaign should always align with the length of your sales cycle. If your sales are effective, your retargeting period should be higher.
According to research, longer-scale campaigns (of 30 to 90 days) are better performing against short ones (3 to 7 days) to determine what converts best.
At the end of the day, it is more challenging to generate conversions from new prospects than conversions from a retargeting audience. It is harder to come up with the right targeting and generate the creative to initially attract them.
So, it might be easier for you to reach the users that you have already reached and funnel to the specific prospects which behavior is known to you.
Want to make most of your retargeting?
Contact us today and see how our experts at dFunktional can help you out!