Top 3 Retargeting Problems And How To Fix Them
Although retargeting is now recognised as an important part of marketing strategy it does not come without its challenges. So, how do you get it right; boost business visibility, build brand and secure quality conversions? Here are the top three retargeting problems and how to get your campaigns back on track as quickly as possible.
Site is not serving enough impressions
If, despite a good number of unique visitors, your campaign may not be serving enough impressions this could be due to you not bidding high enough for ad inventory. Marketers purchase ad inventory through real time bidding (RTB). The auction for available inventory commences from the moment a user clicks a link and ends before the page loads. If your bid is too low, you miss out on that inventory.
Remedy the situation by raising your bidding limit and apply metrics to see if your campaign performance improves as a result.
Ads are appearing in places you don’t want them to
This problem has a simple solution; go with it or set up blacklisting to prevent it.
Remember the importance of recognizing that retargeted ads will show up on pages visited by your customers and prospects, regardless of whether you approve of where that might be. If you exclude certain sites, you might well lose out on valuable opportunities so before you begin weeding out domains, take a closer look at how your ads perform there. If you still decide that there are certain domains where you would prefer your ads not to appear, inform your retargeting provider and they will handle the exclusions for you.
Campaign is successful but customers are complaining of overexposure
Obviously, you want your customers and prospects to see your ads, but you can have too much of a good thing and overexposure can be detrimental to your brand. Set a frequency cap which will limit the number of times users see your ads. This will also stop your ads from appearing to customers who have seen your ad a predetermined number of times. The ideal retargeting exposure is 17 to 20 ads per month per user, although your retargeting provider will be able to advise you on what works best for your campaign.
Frequency capping will also prevent you from wasting money showing ads to customers who have already seen them and probably won’t convert anyway.
It’s also a good idea to exclude any customers who have already converted from your campaign. This saves wasting your advertising budget unnecessarily and also prevents overexposure.
Effective and thoughtful retargeting produces exceptional ROI using minimal resources so it’s really worth taking the time to get it right.
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