Retargeting, which is also known as remarketing, is a high-effective marketing strategy in digital advertising in which potential customers are targeted with specific ads based on their behaviour online. Your desired outcome is to turn people who window-browse into real paying customers for your business. The stats show that roughly 98% of shoppers are visiting your website or online store and the leaving without converting into a sale into customer, so retargeting those people is key to taking your campaign to the next step in the purchasing journey. Retargeting helps you to win back visitors and turn them into customers and subscribers.
So, what can you do to communicate with those people that are already familiar with your brand? Retargeting campaigns use one of the oldest concepts in marketing: The Rule of Seven – this states that the prospective buyer should hear or see your marketing message at least seven times before they buy it from you, based on the notion of building trust with the buyer over the course of several messages or interactions.
Let’s look at seven easy tips to improve your online retargeting.
Understand the buyer journey – the buyer cycle is crucial and applies to all of your retargeting campaigns. Think of your sales funnel, the process begins with more customers at the top in the awareness stage and ends up at the bottom with much fewer people in the conversion stage. Retargeting is intended to capture more of those consumers as they proceed through the funnel. Reusing your old remarketing campaigns over and over again won’t work – it’s not just about showing your ad to the wrong person multiple times, which by can be quite annoying to customers, it’s also about losing awareness of the performance of your campaigns – you need a detailed understanding of what is successful and what is not, and looking at the effectiveness of the your marketing initiatives.
Improve audience targeting– Customers visit to your website for lots of different reasons. They visit different pages and the pages they visit represent different buyer intents. Maybe they are just researching. The key is to match your custom audience to those shoppers’ intents. For example, if you’re an ecommerce brand and someone visits your website shopping for shoes, make sure that you segment those people into a custom audience labeled “shoe shoppers” or “footwear.” This allows you to be hyper-focused on what type of content you deliver.
Monitor advertising frequency – this is something that many advertisers don’t necessarily consider in their campaigns, but should be thinking about in terms of improving their overall performance. Heavy ad frequency can change a buyer’s outlook from positive to negative. It can be intrusive, irritating and may cause customers to become angry with your brand. Try and implement ad frequency limit on your campaigns e.g. a frequency limit of three – if the audience starts seeing the ad more than twice, you shut it off or change the ad.
Lead magnets – Lead magnets are your most compelling call-to-action- something that you know your customers love and that other people will love, too. To determine what that lead magnet could be, start with a quick analysis of your website traffic. What products, pages, articles are people visiting most frequently? Then analyse conversion rates for those products or pages – the higher the conversion rate, the better the magnet.
Try dynamic creative ads on Facebook – these are a tremendous advertising tool because they ultimately take the guessing work out of your advertising copy. You can upload multiple images or videos, headline and description variations, and Facebook will test and automatically optimise for the best combinations. It’s important to note that, because Dynamic Creative Ads only work with Traffic and Conversions campaigns, it’s best to use these types of ads in the middle and the bottom of your sales funnel.
Use simple sequential engagement campaigns – this means taking a very large audience and converting them into a smaller, more qualified audience. This is different from segmenting your audience because this is based on people who interact with your content. It’s a great way to grow your brand awareness while also moving people down the funnel.
For example, a medium sized ecommerce brand that sells a product online could start by boosting a video that has performed well organically on Facebook or Instagram. After a while, the views of that video will slowly start to pile up. You can then create a custom audience based on people who have watched 3 seconds, 10 seconds, 50%, or even 100% of the video and target them with an ad that makes sense sequentially. Try putting yourself in the mind of your audience and think, if I saw this ad, what would be the next logical step? Then map that out over the course of a few days to a few weeks.
Embrace the emotion – Our emotional side has a lot to say when it comes to purchasing products and thinking rationally over purchases is only a small part of that.
Our emotional side care about features, that part of us wants to see and imagine the benefits. Write like a human, use emotive language and talk about benefits, not features.
So why not give it a go and try exploring these 7 ways to improve your retargeting campaigns?