5 Fatal Retargeting Mistakes To Avoid
There is no doubt that retargeting is one of the most effective ways of reaching your target audience. It’s simple and cost effective and certainly deserves its place in your marketing campaign strategy. Unfortunately, just like cakes, you can have too much of a good thing. Here are five retargeting practices which are guaranteed to annoy customers; ignore them at your peril!
1. Leading to the Wrong Place
The whole idea of retargeting is to tempt potential leads in a certain direction. You want them to arrive at a particular online destination where they will take part in a specific activity. For instance, if you spotted an ad for a pair of shoes you really loved, but the landing page was a general ladies’ clothing page with dozens of different options, what would you do?
This kind of mistake leads to frustration and it’s highly likely that you’ll alienate customers who might otherwise become regular shoppers on your site. Avoid potential points of friction like this by making sure that all your retargeted ads lead to precisely what they are advertising.
2. Too Much Motion
Animation can be a really good means of catching the eye but it can also be irritating and off-putting if used to excess. Recent research by Microsoft round that one of the ad qualities most likely to irritate viewers is too much or cheesy animation, so resist the temptation to go overboard.
Make your animation engaging rather than distracting and consider asking a focus group for their opinions before launching a campaign that features animated ads.
3. Not Capping Out
One really useful quality of retargeted ads is the availability of impression caps. This metric will give you a good grasp of the number of interactions it takes for a prospect to become a customer so that you can create a retargeting campaign that doesn’t overwhelm.
Overdoing impressions is one of the most annoying aspects of retargeted ads as far as potential customers are concerned and actually takes away impressions from prospects who might convert.
4. Not Updating Your Campaign
There’s no more certain way of increasing your bounce rate than having a campaign that’s either outdated or points to a sale that no longer exists. Make sure all your ads and promotions are current.
5. Eliminating Viewer Choice
Retargeting should be present but not overwhelming. Always give your customers the choice to opt out if they want to. This way they feel that they are in control and are more likely to come back to you again in the future.
So by all means use retargeting as a high-performance marketing option for your brand, but do be careful. Think of yourself as the user; if something feels irritating, it generally is. Keep the user experience foremost in your mind when crafting your retargeting campaigns and you’ll ensure that you’re getting the most out of your marketing strategy without alienating your valuable customers.
About Alison Page
Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk