The Best Strategies for Mobile Retargeting
Mobile retargeting has proven itself one of the more useful strategies in integrated marketing campaigns. It is definitely one of the best ways to engage an audience that is already familiar with your website. The following are a few of the best strategies for mobile retargeting.
1. Place your burn pixel and your segment pixel in the appropriate places.
It is very important to segment your audience for the campaign that you are currently serving. For instance, if you are trying to move your newer potential customers into further action, then you need to make sure that your burn pixel is on your "Thank You" page in order to be sure that you are not bothering people who have already converted. In contrast, if you are trying to upsell your superfans, then you want to be sure that your segment pixel is on your highest page rank landing page.
2. Multivariate testing is a great way to tweak an ad campaign.
Although you may have a general idea of what your audience wants to see in an ad campaign, the wording in your ads can make a big difference. The keywords that you use may appeal to different people. The placement of your ads may attract a different type of customer. In a mobile retargeting campaign, your ads should be tested in an A/B style, changing one variable at a time, until you have determined the best mix for your overall marketing program.
3. Your brand must be as ubiquitous as humanly possible.
This may seem to be completely self-explanatory, but you would be surprised at the number of people who do not believe that they should place their brand across multiple ad networks. A marketing consultant with a bachelor of communication degree says you need to retarget your audience from as many angles as possible, especially on the mobile platform. You never know where your customers may find you, so cast a wide net when it comes to partnering with ad networks.
4. Brand your ads with your most recognizable marketing elements.
In order to get the most engagement with your mobile retargeting ads, you should identify the portions of your brand that are the most recognizable with first time visitors. You can then play up these elements in your retargeting ads. For instance, if you have a great logo that everyone seems to recognize on first engagement, then you can definitely play this up in your subsequent ad campaign.
About Emma Sturgis
Emma is a freelance writing currently living in Boston, MA. She writes most often on business and technology. When not writing, she enjoys watching old movies and rock climbing