We’ve all skilled our justifiable share of retargeting and there are good causes for why entrepreneurs do it.
Retargeting advertisements have a 10x higher click-through rate than show advertisements – and guests topic to retargeting are 70% more likely to finish a conversion in comparison with non-retargeted guests.
All nice stuff, however as you and I each know, retargeting advertisements might be as annoying as individuals who play music from their telephone in public locations (ugh).
Should you’re not utilizing your retargeting alternatives strategically to present worth to your guests or options to their issues, then you definately’re no good. You’re simply noise.
Listed below are 5 techniques you can begin utilizing immediately to get probably the most out of your retargeting efforts whereas nonetheless delivering worth to your prospects.
Retargeting tactic #1: Distinctive segmentation
Time and again, I’ve seen corporations serving the identical retargeting advertisements to everybody, no matter which web page they visited, key phrase they searched or machine they’re coming from.
That is sloppy at finest. Completely different folks behave in several methods and that ought to name for various advertisements, completely different messaging and completely different inventive.
Did somebody discover you from a non-branded search on Google or are they already in your electronic mail listing? Every can be at a unique stage of their relationship with you, and you need to solely maintain palms when you have to and french kiss with the others.
I’m speaking about segmentation.
An instance of distinctive segmentation in motion
Noah Kagan, former worker of Fb and Mint and present CEO of AppSumo, has written extensively about his retargeting campaigns.
Whereas a few of his retargeting advertisements are a softer promote (asking folks to decide in to a leads listing in change for a freebie), individuals who go to his product web page however don’t convert are given a tougher promote: Noah runs his retargeting advertisements to deliver them again to a product buy touchdown web page.
What sort of outcomes does he see from his retargeting efforts?
Within the instance he writes about in this article, he spent $4,168.19 to make $9,365 by his Fb retargeting – a 200% ROI.
Not too shabby.
Use distinctive segmentation in your retargeting campaigns
To get you began with segmentation, check out your Google Analytics and decide if there are extra guests on sure pages in comparison with others. Ask your self why that’s after which craft retargeting advertisements that talk on to them.
A few of these viewers segments could also be small parts of your general visitors, however they may have a better likelihood of changing because you’re being extra particular together with your messaging.
Right here’s some inspiration to get you began:
- Do your guests spend quite a lot of time in your “About Us” web page? Why not present them a retargeting advert that gives a 15-minute, one-on-one session out of your CEO or one other distinguished worker out of your group? The customer wished to get to know you higher – right here’s your likelihood to begin that relationship.
- Do you may have completely different classes in your weblog? Why not create a information in your hottest topic and retarget it to frequent guests to that class?
Bonus tip:
When customers convert, you’ll want to use burn pixels to take away them out of your retargeting viewers so that you don’t proceed to point out the identical advert over and over.
Retargeting tactic #2: Use old fashioned advertising techniques
Individuals have been in your touchdown web page for a purpose, and hopefully, it was as a result of they’re thinking about what it’s a must to supply.
However together with your opponents only a click on away, there’s no purpose folks shouldn’t take their time in making a call.
That is when good ol’ urgency, scarcity and social proof can be utilized to supercharge your retargeting.
An instance of old fashioned advertising techniques in motion
Right here’s an instance of how Birchbox makes use of social proof of their retargeting campaigns:
Don’t ask me what I used to be doing on Birchbox.com.
Birchbox’s advert is efficient is as a result of it teases you.
Perhaps you visited the location, left and forgot all about it. However once you see this advert every week later, it’s possible you’ll be extra intrigued as a result of “different folks” are beaming about it.
So many individuals are centered on new and fancy methods of working profitable retargeting advertisements, however generally it’s the easy-to-overlook old fashioned strategies that may make the most important distinction.
Use old fashioned advertising techniques in your retargeting campaigns
- Give folks particular numbers: Solely have a couple of left in inventory? Inform folks that! Or inform ’em that lots of (if not hundreds) of persons are already utilizing your service.
- Present folks countdowns: Why not add countdown timers to your retargeting advertisements? Creating urgency by telling folks that there are solely X days left in your sale is a surprisingly motivating force that may drive conversions.
Retargeting tactic #3: Attain your viewers on a wide range of retargeting channels
Retargeting on just one channel unnecessarily limits your attain.
Your retargeting advertisements may be following guests round on the Google Display Network, however are they being proven on different channels the place your viewers hangs out?
Social media retargeting is a robust device that permits you to present your advertisements both immediately within the newsfeed (Fb or Twitter) or within the right-hand sidebar (Fb).
Social media retargeting in motion
Should you’ve ever been on AdRoll’s site after which checked your Fb, you’ve most likely been the sufferer of quite a lot of pointing folks.
Or perhaps you went to Perfect Audience’s homepage after which have been stalked on Twitter later with one thing like this:
Notice that to have the ability to promote on Fb, it’s a must to use a platform that’s licensed by Fb’s Advert Change community (FBX). AdRoll or Perfect Audience (now a part of Marin) are each secure bets.
Every social media community additionally has fairly particular creative guidelines that you have to be conscious of. For instance:
- On Fb, solely as much as 20% of your advert picture can be utilized for textual content. You should utilize this Facebook tool to verify your advertisements adjust to this coverage.
- Not like the animated capabilities of advertisements on the Google Show Community, Fb retargeting advertisements should be static.
- There may be now just one Fb advert measurement (1200 x 628 pixels) and one Twitter advert measurement (800 x 320 pixels) – Fb will routinely regulate your advertisements to suit the newsfeed and proper hand sidebar.
Retargeting tactic #4: Upselling and cross-selling
You bought them to transform! That’s superior. However what when you may promote extra?
When an individual has simply transformed, it’s as a result of they like what you do. You now have an ideal likelihood to provide them extra worth, and in return, get more cash from them.
Whether or not it’s a complementary supply or one thing to maneuver them down one other funnel, retargeting is the right device for making that occur.
The truth is, upselling by retargeting has been discovered to extend conversion charges by an additional 3-5%.
Upselling in your retargeting campaigns
Are you a SaaS firm with a freemium consumer base? Why not use retargeting to elucidate your premium options (and hopefully rating some upsells)?
Or you might create new viewers segments for individuals who have transformed by completely different provides and use common show, electronic mail or social media retargeting to upsell related packages to them.
The chances are infinite!
Retargeting tactic #5: Testing your advertisements
Retargeting advertisements are extraordinarily efficient, however provided that you’re devoted to continuously bettering them. As with all issues conversion charge optimization, you’ve started working out a testing plan.
You’ve most likely obtained tons of concepts round how one can check your advert creatives: your headline, CTA, hero shot and duplicate.
However think about going deeper and testing different issues resembling a totally otherwise supply and the frequency of your advertisements.
Perhaps your first supply wasn’t the hook the customer was in search of. Or perhaps you’ve been bombarding your prospects with so many advertisements that you simply’re inflicting banner blindness.
A/B testing will help you discover that “candy spot.”
Testing as analysis
The fantastic thing about A/B testing your retargeting advertisements is they offer you perception into the preferences of every explicit viewers.
When you see what works effectively by your retargeting, you’ll have extra perception into what might be efficient in your touchdown pages as effectively.
Consider retargeting as a method of bringing again misplaced gross sales, but in addition as a analysis device.
A remaining phrase of warning
With so many alternative concepts and choices for you, how do you even resolve on the place to start?
Your finest guess is to choose a tactic and begin testing immediately.
It doesn’t matter what you do, ensure you solely use one retargeting vendor per retargeting channel so that you simply don’t compete towards your self and artificially drive up your prices.
What have you ever discovered works finest on your retargeting? Let’s faculty one another within the feedback!
Hear Johnathan on the Name to Motion podcast:
