When you access a website, it has the option to recognize you through a specific code known as “cookies.” Various advertising networks can read these cookies and display advertisements related to the website you previously visited.
Retargeted ads, which are occasionally banner ads, have the remarkable ability to bring back visitors to your website and successfully convert them into paying customers. This highlights the value retargeting holds for your business and its astute potential for expanding your brand. To initiate this process, simply participate in an ad display network, craft the ad, and commence.
Best retargeting practices to get more customers
Using retargeting and advanced retargeting strategies requires a delicate balance. The objective is for potential customers to remember your brand without overwhelming them with excessive tracking. It may take time, practice, and effort to find the right balance, but by following these guidelines, any company can effectively retarget their lost customers.
1. Don’t be a stalker
To avoid appearing intrusive to customers, it is advisable to restrict the number of retargeted ads they encounter to approximately 20 per month.
However, it is important not to limit the exposure of your ad to one or two instances. It is crucial to maximize the impact of retargeting on brand recognition. It usually takes multiple ad views for individuals to eventually click back to your website. If you only display your ad once, it is unlikely to attract their attention and they might not visit your website.
2. Don’t retarget customers for the same items they buy
Once a customer converts on your website, you can release them, albeit with certain limitations. Retargeting can be employed to promote products that are comparable to their purchase. However, excessive advertisements for the exact item they just acquired may appear bothersome, irritating, or perplexing.
In case you have already sold someone a pair of running shoes, you can consider including athletic socks or gym shorts in your next advertisement. It might not be successful, but if a person is in need of new shoes, it is likely that they could require other related equipment as well. It is a good opportunity for you to provide them with those items!
3. Write your retargeted ads for people who know you
These ads target individuals who are already familiar with your company and its offerings. Although they may not have complete knowledge about your company, there is no need to provide a detailed explanation through retargeted ads. For optimum results, prioritize conversion when employing retargeting strategies.
4. Write different ads for different customers
When someone visits your homepage, they will have access to less information compared to someone who came from a landing page. In such a scenario, it is wise to create several ads to cater to various potential customers.
For the individuals who have abandoned the homepage, your advertisements can be slightly more broad and encompass the nature of your operations. However, for those who have left a landing page, it is crucial to incorporate a mention of that specific page in the ads, particularly if they were seeking products, information, or recommendations.
By targeting various customers, your chances of achieving success with them increase significantly when utilizing retargeting strategies.
5. Start retargeting with one retargeting platform
Google Ads is a renowned retargeting platform, but there are additional ones too. However, it is advisable to begin with a single retargeting network in order to acquire comprehensive knowledge before transitioning to another.
If you fail to comprehend another platform, using it will not only be a waste of your money but also prevent you from enlarging your potential customer base.
6. Create new retargeted ads.
To ensure the engagement of customers, it is important to avoid repetitive use of the same ad as every advertisement has a finite period of effectiveness. Updating your retargeting ads regularly can enhance the likelihood of attracting customers to your website.
In order to create new ads, the most effective method is to conduct A/B testing to compare their performance and determine the best one. After each test, select the winning ad and subsequently utilize it as the standard for creating the next set of ads, guaranteeing that you continuously attract customers to your website.
7. Use dynamic display ads to capture audience attention
Dynamic display ads support retargeting by personalizing ads to display the products and images that viewers interacted with on your website. These ads serve as reminders for people to revisit products they showed interest in and can suggest related products and accessories as well.
Step-by-step thinking is used to rephrase the following text without adding or removing information: Dynamic ads are designed to increase product visibility across the internet and incentivize customers to make larger and repeat purchases. Additionally, this form of advertising encourages users who have abandoned their online shopping carts to complete their transactions.
8. Retargeting existing customers
It’s common for email lists to lose responsiveness over time as new visitors join, and old ones stop engaging. It’s difficult to overcome this type of churn through continued drip campaigns, so retargeting provides an opportunity to reconnect.
If your customers are not responding and have not made a purchase in a while, consider treating them as potential candidates for a retargeting campaign. By displaying retargeting ads focused on products, you may persuade existing customers to return and make new purchases, and there is also a possibility of upselling.
9. Develop quality and engaging creative
To effectively reach your target audiences, employ personalization, localization, and multivariate testing in order to display distinct advertisements. By conducting tests, you can identify the strategies that require increased utilization as well as those that necessitate optimization before expanding. It is recommended to consistently emphasize your logo and branding on all advertisements to bolster brand recognition.
10. Avoid ad fatigue and brand blindness
Ad fatigue occurs when an ad or a collection of ads are seen by a user so frequently that the person intentionally ignores them. To avoid this, you can impose a limit on how often your ads are displayed, such as setting a cap of 15-25 times per month. It is important to consider customers who haven’t visited your website recently and reduce the frequency of ads specifically for them.
To maintain the same meaning, the following text can be rephrased step by step: “Also, make sure to rotate your ads. It’s a good rule of thumb to have at least three distinct versions of the same ad.” Furthermore, it is important to rotate your ads, ensuring that you have a minimum of three different variations of the same ad to adhere to the recommended rule of thumb.
11. Retarget based on Facebook page engagement with form-based ads
Retargeting individuals who interact with your company’s Facebook page is a great method for engaging with Facebook users who have a genuine interest in your products or brand. Form-based advertisements enable the gathering of lead details such as email addresses.
By collecting emails, there is an opportunity to engage in marketing and build relationships at a reduced expense. Lead-generation ads conveniently display a form within the Facebook app itself, creating a sense of trust that encourages users to provide their information.
12. Optimize for best results
To ensure retargeting efforts are focused on actionable audiences and not wasted on low-quality visitors, it is important to place tracking pixels on all pages of your website. This will allow you to gain insight into visitors’ interest levels and the types of products that capture their attention during the period between their arrival and checkout.
By burning lists with your pixels, you can optimize your advertising spending. You have the option to generate lists of users who reach the order confirmation page so that you can avoid retargeting those who have recently made a purchase. Nevertheless, remember to transfer them to new campaigns with distinct messaging in order to resell, upsell, or encourage referrals and social engagement.
