Effective Tips for Optimizing Your Retargeting Campaigns

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Effective Tips for Optimizing Your Retargeting Campaigns

Retargeting, or remarketing, is an effective way to target possible customers with ads based on their search behavior. Put simply, a retargeting campaign offers you the opportunity to turn all those “window shoppers” into actual, paying customers.

While most marketers would love to live in a world where most of the online visitors became paying customers, this just isn’t real life. In fact, it’s estimated that up to 98 percent of your web traffic won’t visit during their first visit to your site.

It doesn’t matter if you are just starting out or if you are an expert, use the retargeting tips found here to enhance your efforts and gain more conversions.

Understand Your Buyer’s Journey

Getting to know the buyer’s journey on your website is essential, and necessary for any retargeting campaign. It is like your sales funnel because the process starts with more customers at the top stages and fewer at the end, when customers are starting to convert.

The goal of retargeting is to capture more customers as they move through your funnel. However, if you aren’t careful with your campaign, you may negatively impact your conversion rates because you ignored the buy cycle.

One way to avoid this is by making sure you don’t allow your retargeting ad campaigns to just proceed on their own. It doesn’t just come down to showing the wrong ad to the wrong person several times (which can also be bad and annoying) but it is about losing awareness about the performance of your ads.

You need to understand your data and how effective your marketing efforts are. This means knowing what is working and what isn’t. Which customers are converting and when? Which ad creatives or ad set provide the highest ROI?

Improve Audience Targeting Efforts

There are some brands that start their retargeting efforts by focusing on everyone who visits their site – ever. This isn’t a very effective approach.

There are many reasons someone may visit your website. They will visit various pages and the pages all have a different buyer intent. In some cases, they may not want to purchase your product at all.

What you must do is to match your custom advertising audiences to the intents of your customers. By doing this, you can be hyper-focused on the type of content delivered, which will keep costs low.

Watch Your Advertising Frequency

Frequency is something some advertisers don’t think about. However, when it comes to performance, this is a crucial consideration. In fact, if ads are seen too often, they can have a negative impact on buyer emotions.

When you keep the information here in mind, you can create a retargeting campaign that helps you encourage customers to buy, rather than making them leave and never return. If necessary, seek the help of a professional service provider. Doing this will help ensure you get the desired results for your company and make the most profits and revenue that is possible.

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