So your search marketing is working and bringing in lots of traffic however only 2% is converting into a sale or enquiry – you can reach that 98% who have expressed interest in your product but haven’t yet converted by running retargeting campaigns. Learn how you can run retargeting campaigns, how to make the most out of them and maximize your return with the following tips.

What Is Retargeting And Why It Works

Retargeting works by keeping track of visitors to your website and displaying your ads as they move around the web and visit other websites. On a technical level, this is done by placing anonymous retargeting “cookies” in the browser of those who visit your website. This enables retargeting platforms such as AdRoll to display retargeting display ads to your potential customers as they visit other sites.

Retargeting is a very effective solution to bringing traffic back to your website because it targets those who have already expressed an interest in your website or product, therefore reaching the right audience. Retargeting also keeps your brand at the top of the mind of those who have previously visited your website so they are less likely to forget who your are. This is especially effective for those who are “window-shopping” and are not ready to engage in contact with you yet. By targeting these window shoppers with retargeting campaigns you give them an easy route back you your website when they are ready to take the next step in the sales process.

Whilst running retargeting campaigns can be very effective, there are different tips you can implement in order to maximize the success and ROI of such campaigns. We’ve outlined 9 of the best campaign tips below

3 Steps of Retargeting

1. Know Your Audience

Through knowing your audience you can show them relevant ads, such as products they have viewed previously

With any display advertising campaigns you do, you should know your audience, this also includes retargeting campaigns. By understanding your audience you can create hyper-targeted retargeting display ads that will be irresistible to click.

One great way that you can make your ads super personalised is by showing content that the user has previously viewed or similar content that they might be interested in using feeded ads.

Retargeting Cart Abandon

2. Segment Your Audience

You can segment your website traffic according to their behavior based on the webpages they have visited in order to show them relevant retargeting ads.

Segmenting your audience will help your to create more effective display advertising campaigns. It is possible to segment your audience in a variety of different ways, however behavioural retargeting is particularly effective when trying to make the most of your retargeting campaigns. For example to target someone based on their behaviour, you might very well want to target those who have visited the women’s clothes categories on your website differently to those who have visited the homeware department.


3. Target The Right People

Not only should you know your audience you should know exactly which visitors are worth retargeting. You want to see a return on investment on your campaigns and you can do this by targeting those who are showing signs or completing actions that indicate that they are ready to buy. For example, if someone has been on your pricing page, but hasn’t yet converted then it is a good sign that that are on their way to becoming a customer, and might need a little help just to make the final step. Using retargeting to advertise to such a prospect will be a lot more valuable than someone who has only viewed your careers page.

Even if your prospect is not of the verge of purchasing, you can use retargeting to nurture your leads. By using content retargeting you can run retargeting display ad campaigns that help warm up your leads. Again you can use their behaviour to target them based on the pages they have previously visited. This tip is particularly effective for B2B marketing.

4. Offer Something

New products AND free shipping! Such an attractive offer is sure to help convert visitors into customers.

Just because someone has already been on your website doesn’t mean that you shouldn’t offer them something. Your display ad creatives still need to be enticing enough for the viewer to return to your website. It is not enough to simply have a creative that reminds the prospect that your brand exists. If the prospect is not quite ready to buy offer them free content to download. If your prospect is close to converting or previously abandoned their shopping cart, you might consider offering a discount code or free shipping in a bid to get them to become your customer. You can use your retargeting campaign ads to convey this offer.

Offer Something - ASOS

5. Use Frequency Caps

Have you ever had the feeling that ads are following you around the internet and simply refuse to give up? Have you found it irritating? If so, then your potential customers will probably find it annoying too. Most retargeting platforms let you limit the amount of times your ads are shown to someone so that your ads aren’t shown more than 17-20 times to one person. Imposing such a limit is a good way of ensuring that you don’t irritate your potential customers and ruin your campaign efforts.

6. Change Your Creatives

Keep your retargeting campaign fresh by rotating your creatives. ‘My Habit’ have managed to do this whilst keeping the creatives relevant to their target audience.

Limiting the amount of times an ads is shown is a good way to keep prospects happy. To keep prospects engaged consider rotating your display ad creatives or updating and tweaking the creatives you’re using so that viewers don’t always feel that they are seeing the same thing again and again.


7. Use Different Channels

Expand your retargeting campaign into other channels such as social networks to reach your target audience wherever they are

Display ads on websites are a great way of retargeting website visitors as they give you the freedom to use animations, images and call-to-actions to make really effective ads. However, you may also want to consider using other channels to run retargeting campaigns such as social media channels like FaceBook and Twitter


8. Upsell And Cross-Sell

Retargeting isn’t just for bringing in new customers, don’t forget that you can also use it to upsell, cross-sell and get customers to buy again, where appropriate. This can be an important channel to reach those who don’t read your emails to inform them of any current campaigns you are running.

9. Test, Test, Test

It is always essential that you test every single campaign you run to help your optimise and cut out any wasted efforts. With retargeting it is the same. You should not only test your creatives, but you should also test your segmentation and campaigns set up to see if your are reaching the right people.

A / B testing

Final Thoughts

Running retargeting campaigns are a great way of marketing to website visitors who have not yet converted. As seen from the tips from above, we can understand that the key to successful retargeting campaigns with a high ROI is to create personalised display ads that target the right people. You can achieve this by:

    • Knowing and understanding your audience so that you can created hyper-targeted creatives;
    • Segmenting your audience into different groups so your can build campaigns that suits their interests;
    • Only target those who are likely to convert into customers;
    • Include an offer that will encourage viewers to click on your display ad and return to your website to make a purchase;
    • Be sure sure to use frequency caps as not to over-advertise to individuals during your retargeting campaigns;
    • Rotate creatives and use a variety of different channels to keep your campaign fresh and engaging;
    • Remember that retargeting campaigns can be used to upsell and bring back old customers;
    • Always test your display ad creatives and segmentation so that your can improve your campaigns and get the best possible ROI on your campaigns.

There’s more specific examples and detail of how retargeting works on our blog. Beyond SEO – Revitalising your Web Traffic – or just get in touch so we can discuss how best we can help you with your retargeting campaigns

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