5 Ways to Maximise Your Retargeting Campaign
Retargeting when done well makes online advertising campaigns more intelligent and efficient with the consequence that it brings in much better returns for the increasing number of businesses that are starting to employ the technique. Unfortunately, in their rush to catch the retargeting wave, many companies are making elementary mistakes which can really jeopardise an otherwise well thought-out campaign.
Here are five key points to bear in mind before you dive into your next retargeting campaign.
Don’t be a stalker
Most of us have been the victims of the retargeting stalker; that brand that follows us around the net long after we’ve left its site without converting. Rather than enticing us back to make a purchase, this type of strategy is just plain annoying.
Always set a maximum time period based on the buying cycle for the product or service you are advertising when you retarget a site visitor. As a general rule of thumb, seven days is usually more than long enough and following them around for longer than this is not only a waste of money but can also do catastrophic damage to the reputation of your brand.
Only retarget once
There are lots of marketing companies out there offering retargeting solutions and it can be tempting for the small business owner to use more than one of them working on the theory of scale. Avoid this at all costs. All you will achieve through using multiple suppliers is competition between them. This will drive up the cost of impressions and waste money because you will effectively be bidding against yourself.
Retargeting is not the same as ‘site retargeting’
Site retargeting is the most popular variety of this kind of digital marketing and involves serving targeted ads to previous visitors to your site; but there are six other types of retargeting out there; search, email, SEO, engagement, contextual and social.
Of these, ‘search’ is the most exciting. This is the practice of targeting users with ads based on the keywords they have searched on. Check out all the options before you get stuck on using just one strategy.
Be selective in your retargeting
Some visitors to your site are more valuable to you and make better retargeting candidates than others. Programmatic site retargeting (PSR) uses data points to create a sophisticated picture of each site visitor. Marketing companies use this data to assign a visitor ‘score’ per user and this, in turn, determines how much should be bid to serve an impression.
PSR takes the guess work out of retargeting leading to fewer wasted impressions, higher returns and a much more impressive ROI.
Appreciate the value of view-through conversions
Clicks are a key metric for marketers; they’re easy to measure but can be misleading. Some visitors click on ads accidentally and the majority of users don’t click on ads at all. A better strategy is to look at other measurements such as view-through attribution. View-through attribution tracks those users who view display ads and then convert without even clicking on them.
Retargeting is undoubtedly a very powerful tool in the armoury of the digital entrepreneur when used properly. Take the time to fully explore what it can do for your company and if in doubt, use a professional marketing firm to manage things for you.
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