Unveiling the Secret to Running a Successful Retargeting Campaign

Author: Trishna Sharma | Categories: 1:1 Marketing, Business Intelligence, Content Marketing, Customer Acquisition, Customer Experience, Customer Engagement, Digital Strategy, Online Marketing, Personalization & Targeting

In the modern web ecosystem, marketers try out different strategies to grab the attention of prospects to convert them into customers swiftly; remarketing or retargeting is just one of them to name. For the starters, this is a cookie-based marketing strategy that helps identify visitors on your website (who left without any engagement) to target them with specific ads or emails so they can be converted into customers. In this sense, remarketing is a ‘conversion tool’ that digital marketers use to boost their campaigns, and drive revenue.

Are you new to this genre or not too happy with the performance of your last retargeting campaign? Any which way, this blog post should help you clear the creases from all areas of your remarketing strategy where you need help.

Retargeting: An introduction

Imagine an instance in which a visitor landed on your website, perhaps explored a few pages – your product page, company information page, pricing page – but left without making a purchase. What would you do to engage the visitor further? How would you ensure that she doesn’t forget you (your website), not indeed at the time when she’s ready to make a purchase?

Well, you could achieve the above via retargeting campaigns!

Retargeting makes use of different techniques to display personalized, relevant ads to visitors, who had come to your website at least once and bring her back to the site to prompt her to make a purchase. Typically, retargeting is done either through ad retargeting (conversion marketing) or email retargeting (cart abandonment email marketing). The former is used to display relevant product ads on different websites that the visitor visits (post visiting your website) to remind her of your website, prompting her to return. Email remarketing is done as a follow-up in instances where the visitor left a website after attempting/ preparing to make a purchase (visited your price page, added items to the cart, etc.), but didn’t make the actual purchase. These campaigns are more personalized as compared to the ads, as preferences and choice of products of the visitor are already known.

Below are a few ‘cool’ remarketing facts to get you started
  1. About three out of five U.S. online buyers said they notice ads for products they looked up on other sites.

  2. One in five marketers now has a dedicated budget for retargeting.

  3. Retargeting can boost ad response up to 400%.

  4. Web site visitors who are retargeted with display ads are 70 percent more likely to convert on your site.

Remarketing is a wonderful technique to drive quality leads and boost ROI and convert casual visitors into serious customers. However, it has to be done with caution or else you’d end up spending big bucks without a positive result. (Alert: Remarketing gone awry can not only sink your budget but can also annoy your prospects.)

Creating an actionable retargeting strategy

Irrespective of the channel – ads or emails – remarketing campaigns require a clearly thought-out blueprint considering the budget, the goal of the campaign, compliance with privacy laws, and so on. So, before you set up a campaign, remember to prep up with the below:

  • Create strong ad copies for your campaign

  • Be direct in your speech, so you put the message straight

  • Create several variations to make the content fresh and interesting

  • The CTA should be exciting enough to prompt your audience to click on the ad

  • Offer different benefits and switch between them to see which performs better

  • Optimize your landing page(s) with relevant information and make the CTA prominent

  • Revisit your audience list from time to time to exclude people who have already converted/ signed up

Outlined below in detail are the best practices that you could follow to manage your remarketing campaigns effectively.

Select your audience

Contextual targeting can not only enhance the efficiency of your remarketing campaign but also ensure better returns. So, right at the onset, segment your audience list as per their needs – their activities on your website will suggest the group you could include them in. Consider the pages they visited, the number of action points they clicked on, and so on. This will provide you with the background to nurture them.

Direct the different groups to different landing pages via a separate call to action.

Differentiate between the interested and not-so-interested audience

Rank your site visitors as per their behavior. Someone who visited the homepage or your company blog will fall into a different group as compared to a visitor who checked out your product or pricing page. Similarly, someone who posted a query on your website can be identified as an ‘interested’ prospect as compared to someone who left your site after 10 seconds of arriving there. Build specific campaigns to target the two groups and bid higher for the interested ones and low for the not-so-interested ones.

Impose a frequency cap on the display of ads

While the idea of a remarketing campaign is to bring a visitor back to your website via the displayed ads, it’s important to cap the frequency of the ad display. Limit the number of times your ads will feature on the websites the prospect is visiting to ensure that the sighting is optimal yet not irritating. Sometimes, overexposure can promote negativity and thus defeat the very purpose of running a retargeting campaign. Also, limiting the display of ads can also help you control your ad budget.

Un-tag users that have signed up already or made a purchase

The golden rule of the thumb in designing a remarketing campaign is to carefully sieve through your target list to identify people who have recently converted. If you are trying to get people to download a copy of your latest eBook or to make a product purchase on your website, remember to exclude the ones who have already done it – downloaded, purchased or signed up for your weekly collaterals. Displaying remarketing ads to them will straightaway annoy them and push them farther rather than prompt them to return.

Carefully design your bidding strategy

Last but not the least, smartly design your bidding strategy to ensure that the bids are higher for visitors who are your serious prospects – people who visited your product page, pricing page, added products to the cart, etc. For visitors who probably left after reaching your homepage or reading a blog, keep the bids lower. This will enable you to remarket to this audience, yet avoid going overboard with your budget.

I hope these best practices will help you improve the performance of your next remarketing campaign. There’s nothing like welcoming repeat visitors in a business – remarketing strategies enable you to achieve that and more. It’s worth mentioning here that setting up and running effective remarketing campaigns can be different on the different platforms. Watch this space for the best practices on individual platforms such as LinkedIn, Facebook, and Google amongst others.