Re-targeting Ads are strategically placed throughout search engines and apps to show the viewers a product or service repetitively. This is mainly done because the viewer did not purchase the product or service. This type of advertising can help your business strengthen its brand image, create an offer, or remind the customer they were shopping here. The goal of these ads is to get the customer to reengage and come back to your website and hopefully make a purchase. There are many places where you can have your re-targeting ads appear at Digital Red Zone we focus these campaigns through the Display Network, Facebook, and Youtube.
Small businesses can use re-targeting ads for the following strategies:
- Co-branding –Your message and logo showing up on an authoritative website Ex. usatoday.com creates a co-branding opportunity to potential customers. They trust the info on the site they are on and the more they see your logo and message on that site the more they will be branded to your company as well.
- Branding –Due to the targeting and affordability your logo and message can be shown to tens of thousands of viewers repeatedly. Unlike traditional branding in print your ad can create call to action which allows the viewer to click over to your website and into your sales funnel.
- Generate website traffic –Creating an ad in the display network which has a call to action such as a coupon or sale allows your business to capture highly converting traffic to your website.
- Remind visitors to come back. Recapture traffic that may have become distracted or needed more time to think.
Create a call to action. Create an offer to get customers to spend more
Our Goal When Managing Your Re-targeting Ad Campaign:
- Maximize impressions
- Maximize hyper targeted clicks
- Optimize for the lowest cost per conversion
Best Practices For Using Retargeting Ads
Retargeting ads (also known as remarketing ads) are a powerful tool for small businesses looking to engage with potential customers who've previously shown interest in their products or services. Here are some practical ways a small business can utilize retargeting ads:
- Abandoned Cart Campaigns:
- Purpose: Target users who added products to their cart but still need to complete the purchase.
- Implementation: Create ads that showcase the products left in the cart and offer incentives such as discounts or free shipping to entice completion of the purchase.
- Page-Specific Visitors:
- Purpose: Target users visiting your site's product pages or service sections.
- Implementation: Design ads highlighting specific products or services, possibly introducing complementary items or showcasing user reviews.
- Engagement on the Site:
- Purpose: Retarget users based on the duration of their visit or the depth of their engagement.
- Implementation: For users who've spent significant time on your site or viewed multiple pages, present ads that offer deeper content or special deals.
- Content Remarketing:
- Purpose: Engage with users who consume specific content on your site, like blogs or videos.
- Implementation: Develop ads that push related content, products, or services tied to the initial content they consume.
- Lapsed Customers:
- Purpose: Re-engage customers who last purchased or visited your site a while ago.
- Implementation: Offer loyalty discounts, showcase new products, or update them on company news.
- Cross-Sell and Upsell:
- Purpose: Target existing customers with complementary or premium products/services ads.
- Implementation: If a customer purchases a camera, retarget them with ads for accessories or advanced camera models.
- Seasonal Promotions:
- Purpose: Engage previous customers during holiday seasons or special sale events.
- Implementation: Showcase holiday-specific deals, bundles, or products through retargeted ads to entice repeat business.
- Social Media Retargeting:
- Purpose: Target users on social platforms like Facebook or Instagram based on their interactions with your website.
- Implementation: Use tools like Facebook Pixel to create custom audiences for retargeting. Present these users with special offers or highlight user-generated content.
- Local Retargeting:
- Purpose: Engage with users who interact with your site and are from specific geographic areas.
- Implementation: Offer location-specific deals, showcase local events you're participating in, or highlight local customer testimonials.
- Feedback and Reviews:
- Purpose: Engage with users who've made a recent purchase.
- Implementation: Retarget these customers with ads encouraging them to leave reviews or offer feedback, offering incentives for their time.
- Limited Time Offers:
- Purpose: Create urgency among users who've shown interest.
- Implementation: Time-sensitive Showcase deals emphasizing the limited nature of the offer.
When implementing retargeting campaigns, it's vital to be mindful of frequency capping to prevent ad fatigue. Creating segmented audience lists's also a good idea to ensure your retargeted ads are as relevant and personalized as possible. Lastly, always ensure your retargeting efforts align with privacy guidelines and regulations in your region.