Useful Retargeting Tips for Your Campaign
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Retargeting is a tried-and-true method of obtaining those sought conversions. This campaign plan will assist you in achieving your lower-funnel conversion targets while also nurturing leads, enhancing customer engagement, increasing upper-funnel awareness, and increasing customer loyalty. Continue reading to find out what retargeting is and how to run a successful retargeting campaign.
What is retargeting and how does it work?
You may display online adverts to a person based on their prior intent-based web behaviors with a successful retargeting strategy. It's an effective way to re-engage a person who has previously viewed one of your adverts or shown interest in your brand or product. Retargeting will assist in moving them along the conversion funnel.
Conversions are an important indicator for determining how well your efforts are doing. It allows you to see whether a potential customer has taken a desired action, such as providing an email address, completing a purchase, or seeking further information.
To establish a conversion-oriented retargeting strategy, you must first determine where in the funnel a user should be when they are offered a follow-up ad. It might be in the beginning of the funnel, when a consumer is first learning about your brand. It may also make sense to retarget them in the middle of the funnel, during the contemplation stage, after they've been acquainted with the brand and are interested in learning more about your product or service.
Once the link between a user's activity and their funnel position has been established, you can utilize retargeting to send the user a relevant ad to encourage them to take the next step toward conversion.
When should you use retargeting?
Because retargeted advertisements remind a customer of your business, product, or brand, retargeting campaigns are a terrific tool for converting an already-interested prospect. Most people must be exposed to your campaign numerous times in today's programmatic advertising world before they are converted.
The audience that is retargeted has showed an interest in your company or goods, whether they've seen or clicked on one of your adverts or visited your website. This implies it will take less work to convert them than it would to convert prospects who haven't connected with you. For example, you may utilize dynamic retargeting to offer an ad that reminds a consumer of a product they've previously looked at.
So, when is the best time to start a retargeting campaign? Users who abandoned the pre-sale, visited the conversion page, or visited sites containing pre-conversion events should be retargeted.
Tips for a successful retargeting campaign
Here are some helpful hints for launching a successful retargeting campaign:
To re-engage your audience, use alternative messages and creatives
It may be useless to serve an ad that a user has previously seen or to direct them to the same section of a website that they have already visited. Spending time customizing messages with a strong call to action and compelling creatives that bring users straight to the point of conversion will make it simpler for them to complete the required action.
Retargeting should be focused on encouraging the user to take action if the goal of prospecting marketing is to raise awareness and engagement.
Audiences who have already converted should be excluded
To guarantee that you are actually interacting with those people who have not performed the key action requested, it is highly suggested that you eliminate individuals who have previously converted on your campaigns. Retargeting users who have converted to a secondary conversion point is acceptable if they have not completed the original activity.
Furthermore, removing viewers that have already converted can help you save money on media.
Examine the audience's lookback period
Ensure that the people in your audience pool are the most relevant. This will be determined by the product or service that you are promoting.
Keep in mind that after the lookback window has expired, you will no longer be able to monitor any users who were added during that period. If the campaign is experiencing scalability challenges, it's usually a smart idea to extend the lookback window for retargeting.
Consider increasing your retargeting bids
Keep in mind that retargeting efforts are your final line of defense. The person has seen your advertisement and may have visited your website before.
As a result, we should put a higher priority on converting these users. Bidding more in order to reach these consumers helps you optimize your scalability and improves your conversion chances.
A higher bid doesn't imply you have to pay more—your pool is smaller and more defined, so your overall campaign budget is lower but your value per impression rises.
Make sure your budget is well-allocated
To assist build the cookied audience pool, it's best to start with lesser spending for retargeting and greater costs for prospecting. After the advertisements have had some time to deliver, it's a good idea to consider gradually increasing expenditure in retargeting while the ads continue to run.
With retargeting, you may come closer to your conversion goals
You may use retargeting to keep your brand, goods, and services in front of prospective consumers, which will help them come closer to making a purchase. This is why retargeting is so important in your conversion strategy.
Discovering the backstory behind each conversion provides you with a picture of upper- and middle-funnel performance, allowing you to see how your campaign is doing. You may receive significant information into how you are attracting clients while growing your current client base by measuring conversions.
Thanks to Erin Hynes at Business 2 Community whose reporting provided the original basis for this story.