At 20North Marketing, we are constantly developing and implementing remarketing or retargeting strategies for our clients and are always looking for best practices to incorporate into the next campaign. Remarketing allows you to customize your ads for site visitors, reinforcing your brand and sales message. Most consumers like retargeted ads, and although there is a small percentage who don’t care for them, you’ll never please everyone. The good news is that the conversion rate for retargeted customers is quite high, so remarketing serves as an exceptional digital marketing tool.
1. The Right Focus on the Product
Ensure you focus on your product or service correctly, and the key here is “focus.” Don’t rely on photos or videos of people using your product or service – instead, use the product image to reinforce your message. Including and prominently featuring your logo is also critical. In fact, when it comes to design elements, do so with the logo in mind, and not try to fit it in somewhere.
2. Inclusion Counts
A successful remarketing campaign targets everyone who ever used your app or visited your website. Use Google Ads optimized list to reach, basically, everyone familiar with your company’s online presence. After targeting previous visitors, your next campaign target is that of “similar audiences.” Those audiences share many of the characteristics of those on your primary target list.
3. The Abandoned Shopping Cart
Every online retailer has customers who fill their shopping carts but never place the order. Often, something interrupted the sale, whether a child who needs to go bed or a business phone call. Those are customers who may very well complete their purchase once reminded, so target them in your remarketing campaign as visitors who did not visit another page.
4. Time is of the Essence
If you run the type of business in which repeat customer business is relatively predictable, create a remarketing campaign to sell more product within a certain time frame. For example, you could set up a remarketing campaign for customers who purchased items within the previous 90 days.
4. Responsive Ads
The type of ad run is as crucial as the message. Use responsive ads, which alter their size, shape and other factors to fit the available ad space. Not only does using responsive ads save time, but the best format for that particular ad will appear in the appropriate space.
5. The Right Frequency
Choosing the right frequency for targeted ads is essential since you don’t want to cross the line from informational, friendly advertising to becoming a nuisance. Viewers tune out ads they see too often, so it’s vital to determine the Goldilocks frequency – not too much, not too little, but just right.
6. Test Your Campaign
Identify a set of metrics with which to measure your remarketing campaign results and test different aspects of the campaign. Make small tweaks rather than major changes while testing, so you can better identify why customers do or do not respond.
7. Invest in Results
Keep track of which of your remarketing strategies brings you the highest conversion rates so you can spend your marketing dollars wisely. Conversion tracking helps you do this, so you can bid based on what works best for your company.