Retargeting has the power to bring visitors back to your website, but only if you do it right.
Consumers are 70 percent more likely to convert after being retargeted, and their familiarity with your brand means the chance of their clicking your retargeting ad is three times higher than that of a non-retargeted prospect.
But businesses can make retargeting mistakes that reduce conversions and, ultimately, revenue. Here are the top five.
Not Taking Advantage of Audience Segmentation
You don’t want to display the same ad for every single lead in your retargeting list.
Otherwise, you risk running ads with no relevance to some of the people seeing it. Yes, they might remember visiting your site and browsing your catalog, but you have to speak to them at a more personal level to pique their interest.
Segment your retargeting audience based on the actions they take, the page(s) they browse, the products they add to their cart, and the level of intent they show.
Not Offering Special Deals to Win Visitors Back
Some visitors will click away from your site within seconds. But others will actually add products to their cart before leaving.
And it’s the latter you can reach out to with special offers. Create ads which promote discounts on products specific audience segments show an interest in. This could inspire them to follow up and convert.
Not Excluding Existing Customers from Retargeting
Avoid retargeting customers who have already converted. Otherwise, you could frustrate and alienate them. You might even make them feel undervalued, too.
Exclude converted visitors from your retargeting list, and update it on a regular basis.
Not Managing Ad Frequency
Don’t bombard customers with too many ads. If you do, you could irritate them and ultimately put them off your business for good. That’s a real danger when 41.7 percent of internet users feel ads are “too aggressive in following me on every device or browser”.
Frequency capping makes it easy to limit the maximum number of times retargeted ads display for each user.
The trick is to maintain enough frequency to stop customers forgetting about your brand, without making them want to avoid it forever. Users will start to find even the most dynamic, eye-popping ad boring after seeing it too many times. Keep that in mind.
Not Tracking Conversions to Identify Effective Strategies
A customer clicking on an ad doesn’t equate to a guaranteed conversion. Yes, you might achieve decent click-through rates, but your conversion rates could still suffer. And without conversion tracking, you don’t know whether your ads are actually leading users to take the right actions.
Set conversion tracking up to see how effective your campaign to bring customers back is. Facebook Pixel is one option, as the social-media giant is a crucial channel with an audience of billions.
Each of these mistakes can reduce your retargeting ads’ impact on customers, so don’t overlook them. If you want to work with an expert Orange County digital marketing team to improve your retargeting campaign, just get in touch!