6 Steps to Create Effective Retargeting Campaigns

Effective retargeting campaigns are a powerful way to re-engage potential customers who visit your website or social channels to increase conversions and reduce cart abandonment rates.

By following basic steps and best practices, businesses can create engaging, personalized ads that increase sales and maximize ROI.

And you know the best part? Retargeting ads see higher CTRs and conversion rates than regular display ads, making them a cost-effective marketing tool.

Key Takeaways

  • For businesses of all sizes, retargeting allows you to maximize visitor touchpoints.
  • When implemented correctly, using audience segmentation, personalized content, and continuous optimization, retargeting campaigns can be one of the most effective ways to drive growth, retain customers, and increase engagement.
  • What is measured, what is improved – testing and learning is essential if you want to improve your campaign results.

6 Steps to Creating Effective Retargeting Campaigns

First of all, what is retargeting? Why is it important to bring back leads and improve conversions?

Retargeting is a game-changer in your deck of marketing cards, offering you a way to win over potential customers who are interested in your brand. Want to know more about creating a marketing campaign that makes you stand out? Read this!

Whether you run an e-commerce store or offer a service, retargeting helps you stay focused. How to set up a killer targeting campaign in 6 easy steps.

1. Understand the basics of retargeting

Setting up display ads on different platforms and retargeting helps remind these potential customers how awesome you are and why they should come back and complete the action you want. If you need more convincing of just how beneficial retargeting is, here’s why:

  • Increases conversions: People are busy, but you can do this by showing them a timely and well-placed ad increase online sales by 20% (on average).
  • Increases engagement: Don’t let them escape! Retargeting helps keep your business in the spotlight as visitors browse elsewhere, increasing the chances of them coming back!
  • Reduces cart abandonment: E-commerce sites often see improved sales by reminding users of items left in their carts. When we are not desperate, just about 2% of website visitors convert on the first website visit. Retargeting helps bring back your customers and gives you a second chance to convert browsers into buyers.

2. Choose Your Retargeting Platforms

Your next step is to choose where to run your retargeting ads. Some popular platforms include:

  • Google Ads: Reach users through Google Display Network and YouTube. The Google Display Network reaches over 90% of global internet users, making it one of the largest platforms for retargeting campaigns.
  • Facebook and Instagram ads: Target users on the social media platforms where they spend most of their time. Tough Mudder, an extreme obstacle course company, used Facebook retargeting ads to re-engage with users who opted out of ticket purchases. By re-targeting, they reduced cart abandonment rate by 33% and earned 5 times the revenue from advertising costs.
  • LinkedIn Ads: Great for B2B businesses targeting professionals.

Start by choosing the platforms where your audience is most active. You can run ads on multiple platforms for greater reach, or focus on just one to maximize your ad budget.

3. Define your audience

Now that you’ve chosen your platform, the key to an effective campaign is identifying the right audience segments. A few common audience types for retargeting are:

  • Website visitors: People who visit your site but don’t complete a transaction. You can add tracking pixels to your entire website or specific pages, allowing you to retarget with display ads almost instantly.
  • Cart abandoners: Have you ever been told, “Hey, look, what did you forget?” Have you received a personalized email? – Well, do it yourself! Remind your customers what they’re missing out on.
  • Content trackers: If you know a site visitor is reading your blog or watching a video but not signing up or buying, you know they like your content, so remind them why they shouldn’t miss out on more.
  • Past customers: Users who have made a purchase and may be open to upsells or repeat purchases. You can use list-based retargeting for these customers because it requires some level of contact information, such as an email address. Still don’t have an email list? Read more about How to build a large email database. This is useful when creating highly personalized ads such as their name or the last time they shopped with you.

4. Create Attractive Ad Content

The message is important! Your ad should resonate with your audience and reflect their specific stage in the customer journey. Make sure your ad visuals contain an eye-catching, concise and clear call to action. For example:

  • Abandoned cart ads: Show users the products they left behind by offering a small discount or free shipping.
  • Product reminder ads: Remind users of the benefits of the product they are viewing or show positive reviews. People trust people, not business. The Honest Company used dynamic retargeting to show customers products they had previously viewed. This is a 36% higher conversion rate.
  • Loyal customer ads: Offer repeat customers exclusive offers or new product announcements. Make your customers feel valued and they will return the favor with loyalty.
  1. Launch and optimize your campaign

Once everything is in place, launch your campaign and closely monitor its performance. Testing and learning is an important part of marketing – track what works or doesn’t work to optimize your performance. Most platforms offer detailed analytics that show how your ads are doing in terms of clicks, conversions, and cost per click.

  • A/B testing: Test different ad creatives, messaging, and CTAs to see which resonates best.
  • Frequency limitation: Limit how often someone sees your ad to avoid ad fatigue.
  • Adjust the offers: Optimize your offers based on performance. If a certain audience converts better, you can increase the bid for that group.

6. Continuous Improvement Strategies

Keep a close eye on metrics to make your retargeting campaigns perform at their best. What dimensions are you worried about? Check out this guide the most relevant marketing statistics and adopt these best practices:

  • Update your ads: Change creatives every few weeks to keep your ads from getting stale.
  • Segment your audience: Narrow down your retargeting lists. For example, create separate ads for users who abandon their cart and those who browse only.
  • Optimize landing pages: Make sure your landing page aligns with your ad’s message for a seamless experience.
  • Use exceptions: Exclude people who have already converted, so you don’t waste your budget on people who don’t need retargeting.

The moral of the story is that whether you’re a small startup or an established company, retargeting can be a very effective way to accelerate growth and increase conversions. It’s a powerful tool for businesses of all sizes that helps maximize every lead’s lead and conversion opportunities.

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Frequently Asked Questions:

What is the difference between retargeting and remarketing?

The main difference between retargeting and remarketing is the audience they target and the channels they use:

  • Retargeting – Targets users who have interacted with your website or social media but have not yet converted using paid advertising to reach new customers.
  • Remarketing – Targets users through direct channels such as email or SMS who have already interacted with your brand, such as making a purchase or downloading an app.

What platforms can I use for retargeting?

There are many! Shop around and discover the best platforms for your business, as each will have its own advantages, disadvantages, and pricing.

How much does retargeting cost?

This will vary depending on the business. However, tAverage cost for remarketing in GoOgle ranges from $0.66 to $1.23 per click. In comparison, the average cost per click (CPC) for search and display ads on Google$1 to $2 for search ads and less than $1 for display ads.

How can I improve my retargeting ads?

Personalization is one of the biggest gains you can make. Private messaging has been proven to increase conversations. You could too apply frequency capping – limit how often users see your ads to prevent ad fatigue.

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