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Retargeting Tips to tune up your marketing campaigns:
Search marketing has evolved tremendously through years and spawned internet marketing companies, consultants and my favorite SEO Gurus.
Today, many companies, consultants and gurus have to do more than they ever had to do in the past. As the internet evolves, so do they. Driving traffic to the company website is a primary goal for many marketers, but what is one to do when your web visitors leave without converting or buying something? You then must try and re-position your website to be back in front them- but how?
Retargeting!
Retargeting can help keep your brand in the minds of your website visitors, and hopefully make them want to return to your website and take some type of action- whether purchasing something or signing up to ultimately increase your revenue.
Consider these retargeting optimization tips for getting the most out of your retargeting campaigns.
Network optimization
Google Content Network is a good place to start thinking about advertising, but to take it to the next level, you need more reach. Always expand further as there are about 5 other major content networks. Every network has different properties and/or relationships with their properties. Test 3 or 4 at once to see which ones work best for you.
Work your landing pages
Most companies forget about this and then blame their lack of remarketing success on the networks. When the user clicks on your banner and lands on your site, you need to show them instantaneously that they’re in the right place. How do you do that? Take them right to the view page of the cart. Offer a perpetual basket. Show large checkout now buttons. Place a recently viewed items box in a column of your site.
Product specific ads
Since you have a tracking pixel on your site, you know which URLs your visitors have gone to. If you run a travel site, you might know that they’ve searched for a trip to Mexico. So, serve up segmented ads for promotions on trips to Mexico rather than just generic ads for your business.
Test your offers
One of the best things about retargeting banners is that they’re super easy to test. Try different offers – free shipping versus a percentage off versus a discount versus no offer at all.
Frequency Cap
This is an important tool that many don’t think about. It’s easy to setup and should be used and tested at various levels to see how often impressions should be served to each prospect.
Filter out conversions
It’s typically best to stop advertising to visitors once they’ve converted to customers, but as always, it depends on your campaign objectives and your business. Add a conversion URL to filter out converted visitors and take them off your prospect list.
Negative filters
Consider your entire visitor base and what might indicate that a visitor is not a likely candidate to buy. Don’t ship your product to country “X”? Then filter out traffic the non-useful traffic from there.
Pixel placement
Frequently, you have a lot of website visitors that might not really be interested in buying. It’s often easy to focus in on your target prospect list by honing in on pages that are visited by promising prospects. For example, if you have a signup funnel you could place the pixel just within that funnel rather than site-wide. This dramatically limits your potential reach but can increase your ROI.
Retargeted landing pages
These day’s marketers can rapidly create new landing pages. These are fairly simple to launch and you shouldn’t just use your same old landing pages for retargeting campaigns. You know more about the user now, so give them a more custom experience and have some fun. Deliver a specific message to them!
Choose your banner visuals wisely
Imagine you’re a shoe company that sells both women’s and men’s shoes. When a male abandons a nice pair of Rockports on your site and then sees a banner one of your banners at his favorite sports news site with a woman in pumps! He is now no longer thinking of you.
Time of day targeting
Did you know you can target the time of day your impressions get served? Do your customers typically buy on their lunch break? Or are they buying games at night? If it makes a difference for your business, set an appropriate time of day target.
Many of these tips seem like common sense which is free but not always used. Any tips you’d like to add? Feel free to comment and leave more.
Remember to share knowledge accordingly!
