5 Questions To Ask Yourself Before You Create Retargeting Ads
Retargeting is a clever practice for marketers, but only if done properly, and with caution. Chances are you know someone who is amazed that they saw an ad for a website they just visited, but that’s not by chance. It’s all from ad retargeting.
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The concept of “retargeting” is actually quite simple when you boil it down. You target the people who visited your website or other online property with ads compelling enough to get them to return, and hopefully purchase something or take action they previously did not do.
Retargeting expanded rapidly over the years. AdWords by Google was one of the first to offer retargeting efforts, which at the time was extremely basic. You placed unique codes on each page, but today, there is just one code you need, and then you specify which pages you want to activate. AdRoll was one of the first to offer retargeting for Facebook before Facebook woke up and added the option themselves.
Some companies, like AbandonAid, offer email retargeting to online shop owners. By placing a simple code within the shop, any visitor who showed intent to buy, but left without making a purchase, will then receive custom emails with special offers increasing the chance they return.
These types of retargeting can be a very powerful resource for getting customers to come back, which not only increases the chances they make that original purchase, but potentially keep coming back for more. While retargeting can be an amazing tool for getting users to return to your site, it can also cause a lot of damage if misused or poorly executed. To get the best out of your retargeting, ask yourself the following questions:
1. Does my audience find my site intentionally through search, or through other possible channels?
If you ran a display campaign with a teaser ad, and received thousands of clicks from irrelevant users, do you really want to retarget to them?
2. Is your retargeting specific to users’ interests?
If your shop sells several different items, and someone visited looking for shoes, but you retargeting to them promoting pants, it might make your efforts useless.
3. Is the timing right, and how long until they see your ad?
If users leave your site, and seconds later see an ad from you, it might turn them off or cause discomfort. You may need to wait a day or two before marketing to them again, but if you wait too long to retarget to users, such as two month, you may lose all relevance entirely. Timing is crucial.
4. Is your offer compelling enough?
Put yourself in a customer’s shoes. Think about the visuals and copy that would catch your attention. Would you return to a shop if they gave you that same offer?
5. Am I informing my customers, or am I just annoying them?
Make sure you limit impressions per user (frequency) when you run retargeting ads. Nothing is worse than hounding someone until they start going out of their way to ignore your brand, or even respond to you negatively. There are cases when it’s OK to reach out to older users, but you should limit the interaction for high value propositions, or at relevant times such as the holiday season or your upcoming event.
To sum it up, in order to get the most of your retargeting make sure you have not only a great offer but the right offer, make sure your making you offer at the best possible time and make sure your offer is just that, don’t turn it into spam. Do this and both you and your customers will be satisfied.
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