In an ideal world, a customer arrives at your carefully crafted website, spends some time shopping around and learning about your product, and leaves only after they’ve completed a purchase or subscribed to your e-mail list.
That’s in an ideal world. Realistically, as many as 98% of visitors to an online store leave without completing a transaction. In other words, for every 100 people who visit your website for the first time, only two are completing the action that you spent your precious time and money trying to get them to do.
So how do you win back the other 98 people who’ve been to your site but haven’t converted? Retargeting (or remarketing) campaigns can play a big role. Those consumers were interested in your products at one point? Reminding them of that interest can go a long way.
So, what exactly is remarketing/retargeting? Well, have you ever browsed a site and the next day realize that you’re being served an ad for a pair of shoes you had your eye on from the day before? That’s retargeting.
Retargeting ads are made possible by little snippets of code that you insert into your website that track the behaviors of the visitors to your site, allowing you to serve them targeted ads based on the pages they visited on your website. Among the ever-growing list of retargeting tools out there, Google RLSA and Facebook have proven to be some of the biggest players in the game.
Ready to get started? Below, we’ve come up with 10 tips to help you crush your retargeting campaigns:
1. First and foremost, know your potential customer. You can’t remarket to people who aren’t being tracked. Make sure that all appropriate pixels/tags for each provider are properly installed. Remarketing tags add cookies to the sites that people visit after yours, allowing you to target based on pages and products viewed. For example, to retarget to people who’ve completed purchases on your site, you could add a tag to your checkout page.
2. Determine your campaign goals. Are you looking to build brand awareness, or are you looking to increase conversions? Your goals should determine where on your site you place your pixel/tag codes.
3. Segment your audience. Start thinking about your strategy and how you should segment your customer list. For example, if you’re looking to target people who’ve recently been to your website, create a segment of “all website visitors over the last 30 days.” From there, you can create more targeted subsegments based on data from the larger segment for more streamlined targeting. Which brings us to our next tip…
4. Start broad, then work your way down. While you may have avoided bidding on broader, more expensive keywords in the past, they could actually help bring back customers who have previously converted on your site. These customers are already familiar with the shopping experience on your site, so they’re more likely to click on your ad in generic keyword searches.
5. Gain some perspective. Once you establish a baseline for your campaigns, you can begin narrowing the lookback period so that you can increase your bids and still maintain a high return on ad spend (ROAS).
6. Content is king. Advanced targeting calls for advanced, targeted messaging. Consumers are more likely to respond to personalized content, so spend time tailoring your ad copy to each of the audiences you intend to reach. Do you get tired of seeing the same ad over and over again? Of course you do. To avoid ad exhaustion, create a variety of ads that have a similar design to keep your campaigns fresh and people interested in your content.
7. Get social. Advertising on Facebook? Use your segmented lists to create custom and lookalike audiences on Facebook and use them with Customer Match and similar audiences on Google.
8. Go even further with social. Another Facebook tip: Use Facebook’s Audience Insights to look at the demographic and behavioral information for your best performing audiences
9. Test, test and test again. Well-executed retargeting campaigns require ample time and money — you need to make sure that your efforts (and dollars!) aren’t wasted. Closely monitor your ROI goals to figure out which keywords are the most profitable, and adjust your campaign accordingly.
10. Don’t break the rules! Remember, no matter what tool you use, remarketing to people based on personally identifiable or sensitive information is not allowed.
Still looking for help with retargeting? We’re happy to help. Reach out to us at firstname.lastname@example.org!
Blog post by Anna Torres, social media and blog specialist at ChannelAdvisor