Retargeting Ads Can Be Powerful If You Get Them Right!
Director of Content
Placing retargeting ads is an effective digital marketing practice and can enhance campaign performance if run correctly. Looking for ways to enhance your brand’s online reputation and improve ROI of your campaigns? You have come to the right place – as we will share with you how to use retargeting ads to achieve these means.
Don’t be Afraid to Unleash Your Creativity
Today, banner ads are an essential to have in any retargeting campaign. It is imperative that you devote sufficient resources to create highly creative ads; ads that capture your target audience at first sight. However, you must not cram too much information into the space allotted for your ads. This way of designing banner ads will only serve to distract your audience. So, always try to make your ads memorable by keeping their designs simple and copy minimal and concise. Say only what’s necessary, so no fillers! Next, consider using bold colors and clear calls to action. Make sure the latter features big, clickable buttons as well.
Use One Provider at a Time
It is counterproductive to run your retargeting campaigns through multiple providers. If you choose to run your campaigns with more than one provider, each of them will be bidding for the same spots on the same websites. See where we are going? And this drives up media costs and even decreases the chances of you being able to successfully serve ads to your target audience. That’s not the end. As each retargeting provider operates independently, it becomes more difficult to implement frequency caps.
Even if you are new to the world of retargeting and want to test waters with different providers, consider taking things one at a time. You will be able to avoid skewing your results and find out which campaign actually performed better with a certain provider.
Consider Contextual, Geographic, and Demographic Targeting
Nowadays, retargeting can help you increase the performance of an ad, ensure greater ad relevancy, and allow you to adjust your ad placements. With that in mind, you need to retarget your ads with consideration for contextual, geographic, and demographic variables. You cannot just serve ads to everyone as you should show ads to individuals and groups for whom your ads make the most sense. This practice helps lower your advertising costs and prevents you from wasting valuable impressions on random individuals. Try it!
Utilize Burn Pixels
In today’s digital age, online shopping is a common practice. Now I’m sure you don’t want to keep getting advertisements from that same company or other similar products. It’s annoying right? That’s what happens when one continues to serve ads to customers you have recently converted. So, don’t make the same mistake.
If you wish to stop serving ads to customers, who have made a purchase, simply use a burn pixel (it’s a snippet of code) in your post transaction page. These codes are designed to untag people who are already your customers.
Can’t converted customers continue to be part of my retargeting campaign? Yes, they can. Just avoid asking them to take the same action twice. Try offering your loyal customers with referral discounts through new ads or cross-sell other relevant products or services that can provide immense value to them.
Avoid Overexposure of Your Ads
When a potential lead visits your website once or twice, it doesn’t mean that they want to see your ads everywhere they browse. Overexposure does nothing to enhance campaign performance and your prospects may just ignore future ads completely, which is also called banner blindness. If you don’t want them to have a negative association with your brand on the Internet, implement a frequency cap to limit the number of times a tagged user will see your ads. A common number is between 17 and 20 ads per user per month.