How to use retargeting (remarketing) most effectively in your advertising campaigns
Like any effective effective method, retargeting in contextual advertising can bring both tangible benefits and serious harm. The second happens, as a rule, due to incorrect settings and the absence of advertising effectiveness factors. That’s why setting up retargeting is a multi–step process that requires precision and care.
For example, you visited a website selling some products, were not interested and left it. But later, no matter what resource you visit, you will be followed everywhere by banners with a product that did not interest you and news from an annoying manufacturer. Most users have encountered this many times – a repeated demonstration of advertising with an already known product that turned out to be completely unnecessary. Such importunity cannot but irritate the audience.
Competent retargeting is a great way to increase sales. But improper use of a tool that should promote the lead to making a purchase actually causes a negative reaction. Therefore, using retargeting (remarketing), it is worth making sure that you are doing everything correctly.
Priority is customer actions, not visits
If the purpose of your retargeting is users visiting the site, then this will be a mistake. Statistics show that the average conversion rate in e-commerce ranges from 1.5% to 4%, but advertising is also visible to the remaining 96-99% of the audience who were not going to make a purchase. One of the main tasks that retargeting performs is narrowing the sales funnel. But it doesn’t work for too wide an audience. After all, a user’s visit to a resource does not mean his desire to buy a product. The intention of a potential buyer can be judged by his actions on the site. And these actions can become the basis of retargeting.
For example, in Google Analytics, specify the actions that most closely match the needs and interests of your target audience. Setting up retargeting may include those users who have filled out a buyer’s questionnaire, subscribed to receive news through a mailing list, viewed a page with your products for a long time.
The user segments that you have created need to be shown ads that would best correlate with their actions on the site. Example: customers who have viewed the product should provide their contact details, invite them to a webinar, and offer bonuses.
Potential clients from social networks
A million users view a huge number of posts every day, and if any of them are interested in your post, most likely it is your potential client.
Most of the users who have clicked through to your site are your target audience, who have the intention to make a purchase or find out more information about the product and its application. It is the detailed retargeting setup that makes it possible to accurately determine your target audience among many network users.
The resulting leads are useful to use for a competent advertising campaign. To do this, special tags are used that inform the analytics systems, because of which advertising campaign, from which social network or post the user was attracted.
Google Analytics and Metrica in auto mode capture visitors by their tags, and you only specify what you need in the targeting settings.
Optimal display frequency
It is safe to say that anyone, even the target audience, will react negatively to the promoted product, the advertising of which is repeated too often. Retargeting (remarketing) will not be useful if the advertising company has already managed to get bored of everything.
To avoid such a mistake, think about and adjust the frequency of impressions. But it is worth paying attention to maintaining a balance between the risk of too frequent display and, as a result, the loss of advertising of its attractiveness. In the opposite case, advertising may almost not be noticed.
Most potential buyers who are really going to buy a product act about the same way. They find websites with the products they need, compare prices, read reviews, think, make a decision and buy. Therefore, do not try to sell the product immediately, it is better to gradually attract more and more loyal customers. The fact that the customer does not buy the product immediately does not mean that he does not want to buy it. It’s better to offer your audience a field to choose from. At this stage, a certain remarketing is important – these are new bonuses, a webinar, a free subscription, etc.
If the customer has made a purchase, then it is not necessary to offer him the same thing the next day. For a certain time, it is worth excluding from the list of retargeting users who have recently made a purchase.
Competent use of retargeting in context is a good way to increase the efficiency of your site. But do not try to catch all visitors to your site, do not be intrusive and annoying.
Segment remarketing is an important component of the trading process. Divide your audience into segments, taking their actions as a basis, observe the optimal frequency of ad impressions and gradually bring customers to make a purchase.