If you’ve ever clicked on a product online only to be seemingly stalked by that product across the web, you’ve experienced remarketing in action.
On the one hand, remarketing can be a great way for a company to stay top of mind. If a potential customer is constantly seeing ads for something they previously showed interest in, they’re not likely to forget it.
On the other, it can get annoying, especially if the customer has already decided that the product or service on offer isn’t for them.
When done correctly, remarketing campaigns are a powerful tool to boost your sales. The secret is creating relevant, timely ads that engage your audience and provide value.
Interested? Here’s how to set up retargeting campaigns that keep your brand front and center without driving your customers crazy.
Remarketing In Action: How to Get It Right
Start With a Clear Goal
Before you get started, take a step back and think about what you’re trying to achieve.
Do you want to get customers to return to an abandoned shopping cart? Are you targeting people who visited your site but left without buying anything? Setting clear, measurable goals helps you keep your eyes on the prize. Once you nail down your objectives, you can tailor your remarketing strategy to achieve them.
Our advice: Keep your goals SMART — that is, Specific, Measurable, Attainable, Relevant and Time-bound — to make sure your campaign stays on track. An example of a SMART goal would be “Increase cart recovery by 15% in the next two weeks.”
Segment Your Audience
Your audience is made up of various groups of people. Thus, cookie-cutter solutions are pretty useless. Not all of your visitors are the same, so why treat them like they are?
Segment your audience based on behavior. Someone who added a product to their cart but didn’t make it all the way through the checkout process is obviously much further down the sales funnel than someone who only browsed your website.
Tailoring your messages to specific behaviors helps you make your retargeting efforts more relevant and lets you to speak to the right people at the right time.
Don’t Go Overboard
No one likes to be pestered. While remarketing can be a great tactic, showing someone the same ad over and over, day in and day out, can annoy your prospects and make them less likely to want to do business with you.
Set a cap on how frequently your ad is shown. Aim for no more than three to five times a week to keep your message top of mind without overdoing it. Test different intervals to find your own personal sweet spot.
Get the Timing Right
With remarketing, timing is everything. Show your ads too soon and you risk coming off pushy. Show them too late and you risk your audience having moved on or worse, purchased from a competitor.
Try setting up time-based triggers for your campaigns. For example, wait 24 hours before a cart abandonment ad and if they still haven’t converted, retarget again with a gentle reminder after three days.
Create Non-Intrusive Ads
The key to successful retargeting is creating ads that people actually want to click on. That means using persuasive copy and visuals that are engaging but not overly aggressing.
Aim for a helpful reminder rather than an incessant nudge. Try offering something of value. For instance, “Still thinking about this? Here’s 10% off just for you!”
Be Everywhere
People move between devices and platforms all the time, so you need to follow suit. Omnichannel marketing strategies help users make seamless transitions and keep them from getting lost in the shuffle.
The more touchpoints you have, the more opportunities to stay in front of potential customers. But remember, the goal isn’t to overwhelm them with ads at every turn. It’s to stay present and offer value when and where it makes sense!
Are You Ready for a Second Chance?
Not every would-be customer will make a purchase the first time. In fact, most of them won’t. Remarketing gives you a second chance at the ones who get away. If you can keep your brand top of mind without overwhelming your audience, you’re winning the game!
Worried about finding the right balance for your next remarketing campaign? Mischa Communications can help boost your conversion rates without risking a digital eyeroll from your audience. Let’s make a plan!