Retargeting ads are a simple and effective way to bring non-converting visitors back to your site. One user might have intended to buy something from you, got distracted, and forgot to return. Another may have been put off by your shipping costs and searched for an alternative.
Whatever the cause, visitors who leave your site without converting may not be gone for good — thanks to retargeting.
Retargeting uses cookies to display ads to non-converting users across many websites beyond your own. But retargeting ads can be tricky to get right.
Join our Orange County digital marketing experts as we explore five tips to help you achieve quality results.
Retargeting Tips
Try these tips to get customers back to your site:
Incentivize Customers to Return
You can make your retargeting ads more appealing to potential customers by offering a reason to return to your site.
Such as? A discount code in the ad is one option. You could persuade a user to click through if you promise them, say, 10% off the product still in their shopping cart. Free shipping is another incentive to consider: 90% of people say that’s the top motivator to shop online more.
Keep Your Frequency Low
Establishing a frequency cap is one of the most important elements of effective retargeting. Otherwise, you risk bombarding potential customers with ads and ultimately putting them off your business before they give you another chance.
Take Advantage of Responsive Ads
With responsive ads, your retargeting ads will be displayed in the best format for any device used. They won’t be missing key text or appear crammed into a smaller space than they should be.
And not only do responsive ads look more professional and attractive on any screen, but they’re easier for users to interact with — a CTA button might be too small to press in a non-responsive ad, for instance.
Experiment with Different Offers and Tones
Run two different versions of the same retargeting ads, with just one aspect changed (e.g. the CTA or product image), simultaneously. By testing two versions of an ad at the same time, you’ll start to identify the most effective elements and build more powerful retargeting ads over time.
Create Audience Segments to Maximize Relevance
Audience segmentation can help you display the right ads to the right users based on specific criteria, such as the type of products they look at on your site.
You might also use different offers and terminology to ensure your ads appeal to a specific customer type, instead of trying to engage all users with the same ad.
How Can You Build Successful Retargeting Campaigns?
If you get your retargeting ads right, you could convert more visitors and grow your customer base significantly.
Our Orange County digital marketing experts will create bespoke retargeting campaigns to engage your audience and bring prospective customers back. Speak to a member of our team today to get started!
