Whether we realize it or not, retargeting marketing is all around us. It is the most powerful digital marketing tactic that can generate conversions and leads if practiced correctly. But how can a marketer use this technique to effectively target his audience and turn them into a potential sale? What are the critical components of an effective remarketing campaign? Here is all that you need to know about formulating a result driven retargeting strategy.
Most marketers find it difficult to understand that if a person pays one or two website visits, it doesn’t make him a prospect who would want to keep seeing their ads every time he is browsing the internet. It is an underlining fact that overexposure to ads can result in decreased campaign performance thus most digital marketing strategist advise to use a frequency cap. Not doing so can make your prospective customers go blind on your ads or they might start developing a negative association with the brand. The phenomenon is commonly called banner blindness.
By putting a frequency cap, you can limit how many times a visitor will see your ads. While formulating the campaign, think strategically. Don’t forget to keep in mind that not every person who visits your website will make the purchase. Ideally, it is ok to serve 17 to 20 ads to a user in one month.
Exclude converted users
Often, a customer keeps seeing ads for a product or a brand even after he has made the purchase. If you are also doing so, you are committing a big marketing mistake. Besides annoying your converted customers, you are wasting money and efforts.
Then what is the best possible way to avoid this situation? Exclude the converted users from your remarketing campaign. Yes, it is that simple.
By audience segmentation, you can devise tailor-made ads for your users. All you would need to do is position retargeting pixels on different pages of the website and flash the ads as per the actions that were taken by the visitor.
Demographic, Geographic, & Contextual Targeting
Marketers from any digital marketing company would tell you that the best way to ensure your ads are relevant and it performs well, it is best to target your ads based upon demography, geography, and other contextual factors.
Working with multiple service providers for your retargeting campaign will only make your campaign les effective. Since each provider would be bidding for the same spot, it will eventually increase the media cost and decrease its effect.
Most marketers if not all, go for the same set of ads over and over again. Doing so only results in decreasing the clickthrough rates of such ads. To avoid such dips in your ad performance, keep rotating your ads every few months. You can run a simple test on your ads to ascertain which ads are high performing ones.
Display ads are the most effective type of ads and can alone determine the success of your campaign. A marketer must make it a point to invest sufficiently to make these ads more creative and memorable without overstuffing it with the copy. Keep your design simple and minimalistic. Even if a person doesn’t take any action on the ad, it should be recognizable to him.