Repair your Retargeting Campaigns - 6 Tips

Have you ever been browsing the web and visited a website, only to see an advertisement for the same brand the next day? Or have you ever visited a website with the intent to make a purchase and then abandoned your cart before checking out? Only to see an advertisement for the products that were left in your cart the following day? Congratulations, you were one of the many users that had been “retargeted”!

Remarketing - also known as “retargeting” in the marketing world. It is a common and popular form of digital marketing in which marketers will target ads to previous users that have visited their website or another digital platform. It’s kind of like a second chance to convert, up-sell, or retain customers through the power of ads!

Improving your PPC campaign performance through remarketing can have a significant impact on your conversion rate, but if not done correctly it can be a waste of resources. Here are 6 considerations to ensure an optimal outcome.?

Upsell - don’t just sell!

Most customers that are in their discovery phase, are gathering all the information for potential solutions, but at the same time are determining if that problem is something that actually really needs to be solved. This is one of the main reasons why customers may abandon their shopping carts - not because they did not find the information they were looking for.

When setting up a remarketing campaign, it is important to ensure that a testing phase for both selling and upselling messages is being evaluated. Provide your user with more reasons to keep you at the forefront of your mind. An upsell message would encourage your user to consider adding a complementary product or an elaborate offering to their current purchase.?

Target with purpose?

Sounds obvious, right? Well, it is! When developing your retargeting strategy it would be a waste of resources to target users to have already made a purchase, don’t you agree? I think we have all been victims of retargeting ads for a product or service that we have purchased.?

It is a general rule of thumb that converted users from the last 7-14 days can be safely omitted from most retargeting campaigns, except the exception of the cross or upselling targets. Although you do not want to completely exclude them from any future retargeting campaigns, however ads that have been brought on too early can result in an increase in incremental cost, in turn reducing your target ROI.

If your aim is to motivate past customers to buy more frequently and often from your brand, it often makes sense to wait a while before retargeting them.

Extend your time-frame

If I proposed to you the question “do you think that retargeting is more of a short-term or long-term tactic? most respondents would provide the answer “short-term” - even though this is entirely untrue. It is quite possible to retarget customers that may have last visited your website as long as a year ago.?

If one of your customers had previously booked a Christmas summer holiday with you, when is the next time that they might start planning another one? Considering consumer patterns and seasonality can help consolidate your brand within the minds of your customers.?

Rotation of ads

The hard truth is that not all of your retargeting campaigns are going to have a 100% conversion rate. After a while of retargeting, there will be a new group of users that you might want to retarget for a second time. When running your new campaign, you want to ensure that you have a different set of ads and creatives that you use.?

“Banner blindness” is a term that describes when users become so accustomed to seeing your ads that they just blend into the rest of the white noise on the internet. This can be damaging to your conversion rate for obvious reasons. Creating fresh, original creatives can help ensure that your efforts don’t get lost in the crowd.

Synergy among platforms

When conducting retargeting campaigns that are based on search, by default will retarget all users that have visited your site. This means that your efforts will expand to all users that may have visited your site through other channels - whether that be through social media or an email newsletter, etc.?

This poses the question, do you build your campaigns based on what each individual user has seen? Or are you retargeting based on a general consensus? If the answer is yes, then try building your campaigns around the channels in which your customers may be coming from and the type of information that they are consuming.

Customise, customise, customise

Customisation is one of the key indicators of ensuring that your retargeting efforts are turning into conversions. As we know, different individuals are influenced by different things. Segmenting our audience based on preferences and other demographics is one way that you can tailor your campaigns to better suit their needs.

HINT: Maintaining coherence between both your ads and our landing pages is a great way to help boost your conversions, while also establishing trust!

Retargeting is an excellent method for helping to convert visitors who did not take a specific course of action on your site during their initial visit. Structuring your retargeting efforts to ensure that you do not just win once but twice; strive to enhance your conversion rate, then combine synergy with efforts to create successful campaigns.?

Need help to ensure that your retargeting efforts don’t go to waste? Then talk to your digital marketing specialists Elephant In The Boardroom. We are a full-service digital marketing agency based in Melbourne that provides end-to-end solutions to help you transform your business.