How to Get the Highest ROI from Retargeting
Retargeting is one of the most effective ways to get traffic back to your website and increase conversions because it allows you to reach consumers who have already been introduced to your brand. However, you could be wasting money and spending your marketing and advertising dollars on users that may never convert, which is hurting your return on investment (ROI). To get the most out of your retargeting efforts and improve your ROI, here are some strategies that you can implement in your campaign.
Segment Your Audience
Serving the same retargeting ads to every user may be causing you to overspend. Each consumer has different interests and most are at different points of the purchase cycle. When you segment your audience into groups based on their search habits, past purchases and general interests, you can retarget users with ads that are tailored to each of them individually. By creating a more personalized message, they will be more likely to click on the ad, visit your website or potentially make a purchase. This strategy will require different ads to be created, but it will have a positive impact on user engagement and ROI.
Coordinate with Other Campaigns
If you’ve ever done an email marketing campaign or have an email list from past research, you could use it to your advantage in your retargeting campaign. For example, users who recently opened or clicked on an email could be retargeted with an ad that corresponds to the email content. On the other hand, targeting customers who have not recently been in contact with your business could serve as a friendly reminder for them to see what you may have in store now, which could lead to increased revenue and a higher ROI, not only for your retargeting campaign, but other marketing campaigns as well.
Don’t Over Target
You may think that the more times your ad is seen, the better, but this may not be the case. Consumers view countless ads each and every day across multiple channels and media platforms. It is crucial that you don’t over-target users, which can drive them away and cause your campaign to perform poorly. Take into consideration the fact that the user has already become familiar with a particular product or service at the very start of the campaign, so set a limit on how many times an ad is served to each user in a certain amount of time. This will prevent you from over targeting but will still help turn window shoppers into customers.
Address Cart Abandonment
Many online shoppers often spend a valuable amount of time on websites, scrolling through various items, adding certain things to their online carts and then for one reason or another, they leave the website before ever checking out. It would be a shame to lose these sales after you’ve spent the time and money getting them this far along in the buying process. Use retargeting to serve simple reminders to users who have abandoned their carts. They may have been interrupted by other tasks and simply forgot to place the order, so they will most likely appreciate the reminder to go back and complete the order. On the other hand, if a user is still on the fence about placing the order, this could be what pushes them to follow through with the sale. You could also include current offers or incentives with the reminder, such as free shipping or complementary product samples, to further persuade users to go back to their cart and place the order.
Strategic Marketing Can Help Increase Your ROI
We are a full-service advertising agency with over 25 years of experience, specializing in both traditional and digital tactics. We know that retargeting campaigns are most effective when strategically planning out ad placement, timing, design, whether it’s site or CRM retargeting methods. To find out how we can help increase conversions and boost your ROI, contact us today by visiting our contact page or calling (561) 688-8155.