Retargeting is fast becoming one of the most effective tools that growing brands have to get solid exposure around the Web. Brands can already track users by interest, but they pay less for clicks that are retargeted. This tool has enabled brands to test new messaging to entice a host of buyers from segments that have expressed interest in a product.
The Basics of Retargeting
Retargeting begins with a list that you build. You can only retarget people who have already seen your ads or websites, so you need to create some data with your banner advertising campaigns. Hone your regular campaigns so that you are drawing only the most relevant traffic to your sites, and then build your retargeting list from those users. Consumers who are retargeted have already expressed some form of interest in your product.
Retargeting Secrets
The secrets to a successful retargeting campaign are not difficult to master. First is frequency. Frequency is a number that represents how often users should see your ads. Consumers don’t mind seeing repeat ads, but they probably should not see more than three of yours per day.
Next is messaging. Your job is to figure out what didn’t work the first time around, or what makes some consumers say no while others say yes. It might be price, so you can correct that by offering free shipping or an exclusive discount, or it could be comparison shopping. You might try highlighting verified reviews, if you host them, or price matching if you can.
Keep your retargeting relevant to your users, and make sure you test new messaging if you want to increase your conversions.
Bio: Ted Dhanik is the CEO of engage:BDR, a premium digital advertising company. Ted Dhanik helps businesses generate leads and grow their online presence through tactics like remarketing. Visit engage:BDR to get more tips from Ted Dhanik.