Retargeting 101: Best Practices and Mistakes to Avoid

By Keela Greenlee

Retargeting is a powerful digital marketing tactic that allows you to reconnect with consumers who showed an interest in a specific service or product your company offers. Only 2% of visitors convert after visiting a website for the first time. Often, sending a gentle reminder and incentive offers just the nudge that consumers need to complete their purchase. However, if done incorrectly, remarketing can actually hurt your brand image and turn potential customers away. In order to ensure that you are getting the results you want, be sure to follow best practices and avoid “stalking” your customer.

 

What to Do: Retargeting Best Practices

Here are just a few best practices for your remarketing campaign:

 

  • Audience Segmentation – This is essential to ensuring that your retargeting campaign is effective. By segmenting your audience, you can better tailor your message and offer to people in each stage of the buying process.
  • Targeting Based on Demographics, Geography, and Context – This allows you to effectively place ads in areas that are most relevant.
  • A/B Testing – The only way for you to find out the perfect recipe for retargeting success is by testing your ads. This will help you better determine which combination of ad copy, graphics, offers and calls to action have the highest conversion rates.

 

What Not to Do: Remarketing Mistakes to Avoid

More and more brands are increasing their spending on retargeting. However, it is essential that your company avoid overexposing viewers to your ads, which can result in negative attention toward your brand. People don’t want to see your ad on every website they visit. In order to avoid this, make sure that you set frequency caps for how often a visitor will be exposed to your retargeted ad in a given day, week or however long you determine the appropriate length of your campaign should be. You should also use a burn code to make sure your ads discontinue once the customer takes action (i.e., a purchase or other conversion on your site).

 

Go Beyond Your Retargeting Campaign

Retargeting is not the only strategy for driving traffic to your website and influencing conversions. TN Media in Nashville, Tennessee has experience helping companies like yours develop a well-rounded digital marketing strategy that improves their bottom line. For more information about how we can help you transform your marketing strategy, contact us today.


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