Retargeting, the increasingly popular and cost-effective marketing technique of following people around with advertisements, has made it to the top of many companies’ budgets. That’s because brands are looking for new ways to cut through an increasingly noisy marketplace and improve their profits while cutting down the cost of customer acquisition.
But beyond slapping a retargeting pixel on your site and hoping for conversions, there are best practices to follow when running a retargeting campaign. If you are not so familiar with this concept, it might be a bit overwhelming at first. Fear not. If you’re in Surrey, there’s undoubtedly a digital marketing agency you can contact and that can come up with the best strategies to help you reach your audience and grow your enterprise.
Winning Strategies For Retargeting Campaigns
Retargeting improves conversion rates by reminding people who have already been interested in a product beforehand. Many companies find it an easy, cost-effective, and highly scalable marketing strategy. That’s because once you’ve set up a campaign, you can let it run until your allotted budget also runs out.
But to succeed in retargeting campaigns, brands need to be sure about what they’re doing. There are, after all, many techniques that can be employed for retargeting- but not every method will work the same way in every industry. Here are five best practices to get the most out of your retargeting efforts.
Give it enough time
Just like with any other marketing campaign, retargeting takes time. Many experts believe that the optimal duration of a retargeting campaign is one to three months. That’s not to say to leave it running for three months strictly. Instead, you may want to let your campaign run its course according to the budget you’ve allotted.
In addition to basic marketing rules, it’s also believed that an ad has a significantly higher chance of conversion if the target audience is exposed to it seven times. This information only shows that sticking with the same ad pays off. However, this approach may take some time to see results.
Pair it with promotions
Discounts and coupons are some of the most effective ways to generate sales. But paired with retargeting efforts, many sales experts believe the results can be even more lucrative and are the best ways to succeed with retargeting efforts.
One way to do this is by setting up special days when you give users discounts on certain products, but only if they’ve seen the ad during the campaign’s run. Another is to run a unique ad for those who have already been exposed to the product. This approach will make them feel like they’re getting something special and likely result in conversions.
Also, even if you don’t see immediate results, keep the hype going. The online retail industry is proliferating, which means that more and more people are getting used to the idea of buying goods via desktop and mobile devices. Give them time to get acquainted with this, and trust that your campaign will work its magic soon.
Select your audience wisely
Many companies mistake using all types of audiences when running a retargeting campaign, but this isn’t truly effective. To get the most out of your retargeting efforts, it would help if you have a specific audience in mind. This approach will ensure that your display ads show only to people who may be genuinely interested in your product or service.
You may also use social media tools that will allow you to retarget ads to people who have already liked your brand’s page. You can be pretty sure that there is some level of interest and excitement about what you have to offer.
Include your branding
No matter how great your product is, it’ll never sell anything if no one knows about your company and your brand. Thus, reaching out to your potential customers and retargeting them with good, helpful content is an excellent way of building brand awareness and getting the word out about your product.
It is also key to note that the retargeting ads you run should be eye-catching and include your branding to remind people whom they’re dealing with.
Don’t set and forget
It’s tempting to let your retargeting campaign run on autopilot, but don’t – that’s a straightforward way to waste money. Instead, you should stay active and monitor the trends in your personalized dashboard.
It would also help to keep tabs on the different elements affecting your efforts. These include visitors using ad-blocking software or traffic that originates from mobile devices. If you’re running retargeting ads on an affiliate website, you may also regularly check to ensure that it’s still running your ads. If you don’t regularly monitor the results of your campaign, then any changes you make will be more challenging to keep track of and could result in adverse outcomes.
Successful retargeting campaigns come from more than just a handful of techniques. Remember to give it enough time, use promotions such as coupons and discounts wisely, pair your ads with helpful content and consistently monitor its evolution. Last but not least, make sure you always include your branding to effectively convey the message that these retargeted users are dealing with a familiar company.