3 Retargeting Strategies to Boost Conversions

Digital Marketing Company

Back in 2016, we surveyed the landscape for re-targeting and provided some tips on how to get started. For beginners, re-targeting is an online marketing strategy that keeps your brand in front of users who have come out of your site. By placing a tracking pixel on your website, you can follow it when you leave and place an ad on another irrelevant website, just to remind them of how wonderful your products or services are - and convince them to come back again. This is typically done by redirecting the search, where ads are displayed based on recent searches, and email forwarding, where text e-mail messages are run based on specific user behaviors.

Over the past few years, re-targeting has continued to grow as an effective way to gain new customers and customers. Here are some statistics to keep in mind: Target customers are more likely to click on your ad three times, and are more likely to convert 70%. As a result, 50% of marketers plan to increase their re-targeting budget in the next six months, and 20% have a dedicated budget. Some of our tips since then are still valid, along with other new trends that deserve discussion.1. Content is still king
The goal of re-targeting is to drive conversions, but you have to give people something to facilitate this process. The great thing about redirecting content is that it provides an opportunity to connect with customers who are not ready to buy without being ready to buy and value them. For someone who is currently only interested in your product, a white paper or a good-looking e-book can go a long way toward moving it into buying. Assuming that you have an established set of content that is already created for other purposes, this tactic should not come at no additional cost

Some Points about SEO Services

To identify the parts of content that should be used for your campaign, learn about the best performance that depends on your behavior data. How to set this up is up to you - the time on the page or views / downloads can be good places to start. If you have the ability, sort your content based on the multiple-touch revenue generated; if you have a track record of facilitating conversions, it's ideal for re-targeting your ads. Then, divide your content so that users receive the right thing at the right time.Timing is everything
Even with content optimized for the right audience, your targeting strategy will collapse if your timing is off. Wait a long time, and you risk losing interest, moving too fast, and sneaking into it. The timing of your re-targeting efforts depends on the type of audience member you target and the type of product you offer.

Here are some best practices:

Quick hit: Your first ad should be re-targeted shortly after the first call. Pick up these visitors for the first time before they forget about you and go with your competitors.

Then slow down: after the introduction, slow down, so do not wear out welcome. Create a "frequency cap" that controls the rhythm of display ads. For those who successfully convert, make sure that controls are in place to pull them out of your ad stream.

Sync with key events: Important events are a great way to re-energize your audience without being too intrusive. Consider re-targeting with a discount before your next commercial show or let your audience know about launching a product or upgrading an upcoming service.

Behavior monitoring: Use a tool that can track how users use your website to ensure that your re-targeting efforts reflect recent behaviors such as page visits, form filling, and recent downloads.

Issues of attribution

15 years ago, the standard was two touch points before buying - now this number is up to six. If you're giving a full conversion credit to the first or last ad clicked by a user, you're making a mistake. By oversimplifying your sales process, you are depriving yourself of the opportunity to improve spending on the right channels. Moreover, without the ability to point to the tangible impact of different marketing efforts, you risk reallocating a budget to "high performing" departments.

There is no one-size-fits-all solution for attributing revenue, because that will depend on your buyer's trip. However, this may be difficult, as the research conducted by AdRoll found that the biggest obstacle to attribution is lack of knowledge and technology. So how do you solve the revenue attribution puzzle? Consider investing in a marketing attribution program like Bizible, which combines behavioral, advertising, and sales results to help you make the right marketing decisions. Getting this data gives you ideas for optimizing your remarketing campaigns. Without this information, you shoot in the dark, and spend your money randomly instead of using it best.

Put everything together

Keep in mind that most visitors do not switch on their first visit, so re-targeting is essential to stay connected and stay informed until they're ready to buy. With the right message and the right timing, you are in the driver's seat to achieve this goal. With precisely defined attribution, you are able to prove that it is worth it.