Retargeting Best Practices

Getting a conversion in the first go can be a dream for most of the businesses but, it is usually fulfilled only partially and in varied quantities. In reality most of the clients just visit and then bounce to other websites for better price check, or haven’t even fully made up their mind. But, this shouldn’t mean that the money spent on the PPC or advertisement would go down the drain for nothing. Retargeting or Remarketing gives you the chance to show your ads repeatedly to visitors who have already visited and bounced off your website. So, in other words retargeting essentially gives you a second chance to convert your past visitors into buyers. It is a three step process involving first identifying & tagging your website visitors, tracking their online activity and then showing them personalized ads when they visit other sites online. Most popular types of retargeting techniques are CRM retargeting, search retargeting, dynamic retargeting, and Facebook retargeting.

Given below is the list of best practices for Retargeting:

Create your remarketing lists wisely: Whether remarketing works for your business or not will highly depend upon the remarketing lists you create and how you use them, so, spend a lot of time on this.

Higher the traffic the better: Retargeting works best for websites having medium to high or very high monthly traffic. Generally — the bigger is your retargeting list, the higher are your chances of success and better ROI.

Take your time in building the list if the website has low traffic/ In case of low traffic plan carefully: If your website has low-to-medium traffic, you should start building your retargeting list at least 3–4 weeks before you plan to launch your campaign.

Segment your visitors properly: Retargeting is most effective if you segment your visitors (e.g. people who looked at shoes v/s pants) and tailor the retargeting ads shown to each group, or not retarget them at all (e.g. people who visited your website). This can be done by placing different retargeting pixels on different pages of your site, and then tailoring creative /ads for each.

Make Call-to-Action obvious: The best performing retargeting Ads have a clear call-to-action and are promoted with an offer.

Optimize your creative/ Ads regularly: You can use simple A/B testing to find the best combination of your ad-copy, graphics and CTA. Use bold colors, concise copy, and clear calls to action with big, clickable buttons.

Link your Ads directly to the landing pages: Ads must always lead to a dedicated landing page. It should have the same look and feel as the ad which generated the interest in the first place.

Show your ads to the right audience: Retargeting also gives you the opportunity to optimize your Ad placement based on demographic and geographic details. You can use these details to make sure you show your ads to people for whom it make most sense.

Keep your Ads fresh and lively: People get bored seeing the same ads again and again. Even if you start a campaign with great Ads/creative, your CTR will go down after a few weeks unless you keep it fresh by experimenting with new graphics, CTAs, and ad-copy.

Do not stalk the users: Overexposure can be bad. Just 1 or 2 visits to your website does not mean prospects want to see your ads everywhere. You should not just follow them everywhere otherwise they may ignore your ads completely or begin to have negative feelings. Use frequency caps to limit the number of times a tagged user will see your ads.

Remove users from the list on successful conversion: Stop showing ads to customers who have already converted. You can use a ‘Burn-pixel’ — a small snippet of code that you can place in your post-transaction page, it will remove any user from the list who has made a purchase, ensuring you stop serving them ads. In addition to not annoying your customers, the burn code saves you money too.

Set retargeting priorities properly: Different products warrant different retargeting time windows. E.g. people shopping for travel should be retargeted immediately; people shopping for luxury goods should be retargeted later.

Setting view-through conversions: View-through conversions are essentially conversions assists. Setting the right view-through conversion window will help you assess the performance of various components of your account more realistically. When you have a clearer picture you can make well informed decisions about tweaking and optimizing your retargeting campaign. Most Retargeting vendors will have the view-through conversion window set as 30 days which may or may not be ideal for your specific case.

Maintain consistency and quality in Ads: Even if you keep rotating your ads/creative, make sure your ads are consistent and well branded.

Avoid running multiple retargeting campaigns simultaneously: Generally running retargeting ads simultaneously with 2 or more vendors at the same time should be avoided. Doing that may be distracting, confusing, and sometimes irritating for prospects (as you may not control frequency caps effectively). Doing that will also increase your overall costs since your ads will be competing against each other. Measuring success realistically will also become more complex.

Cross-channel marketing: You can complement your retargeting campaign with traditional paid marketing such as Adwords ads. Doing that will help you grow your retargeting list sooner. This is particularly useful for websites having low-medium traffic or website just getting started with Retargeting.

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