Retargeting is a great way to close sales that didn’t happen.
Retargeting is also relatively inexpensive compared to other types of advertising.
How do you do it? What are the best retargeting strategies?
These are three real-life examples of retargeting, along with how to copy them and what to expect in the future for retargeting.
1. Retarget a specific URL
Retargeting can go wrong in many ways.
Marketers may fire up Facebook and Google Ads to run a campaign for retargeting based on website visits over the past 90 days.
While it can be effective, it is not very efficient. As you know, I believe in working smarter and not harder.
I enjoy spending as little time as possible on a task, while still gaining the same benefits as someone who spends hours working on the same task.
I used to manage Facebook retargeting campaigns using their Business Manager feature (now called the Facebook Business Suite).
I would simply retarget anyone who landed on mine.
This didn't work. My conversion rates were low, just like my website.
People were not ready to purchase yet. Why? I have cast too broad a net.
A million audience can't be expected to convert 50 percent.
Let's take, for example, visitor X visited your website to read a single post but then bounced.
Let's suppose visitor Y visited your site and read the same blog post. Then, he filled out a lead magnet form and viewed your pricing and product pages.
What is your current general website visitor retargeting offer?
Visitors Y won't be interested in a lead magnet if you don't offer it. Visitors X won't be interested in a trial offer.
It is possible to send the wrong offer to the wrong buyer at the wrong time.
What do you recommend? You can target users by taking specific actions on your website.
Check out this example retargeting advertisement I found:
You can see how hyper-focused messaging, targeting, and content are.
This ad only mentions one product that they offer.
After I had viewed their products, they observed that I spent a lot of time and frequency looking at their pie crust page. Who doesn't love pie, after all?
They then used this data to target me with an advertisement that focused on how to use their pie doughs.
I was shown an example of how their product can help me in my daily life.
This is one of the most effective methods of retargeting that I have ever seen.
- They won't pay you any money until then.
- They don't know what your product can do for them.
Jasper's Market successfully addressed the second point in a strong manner.
They explained exactly how they could help me find value in the product that I was already considering.
Another example of retargeting an ad is:
Notice how targeted the targeting in this ad is.
It was sent to all visitors who visited a particular URL.
This allowed the company reach a targeted audience of potential buyers and brought them back to their website.
After not converting, I visited their webinar training landing page.
Or how about this Marketo example:
To learn more about content creation, I visited their content marketing page.
A few days later, I was not converted or revisited by them and they sent me a targeted, CTA-oriented, retargeting advertisement based on the page I had visited.
The point is:
Retargeting is possible based on specific URL visits. This is one of my favorite retargeting strategies.
So how do you do it?
Two platforms that I recommend are Google Ads or Facebook.
We can use Facebook to show this as an example. It's the most widely used way to run retargeting advertisements.
Plus, I have found Facebook to be more successful than display ads on GoogleAds.
Each to their own.
Open the Facebook Business Suite to create a custom audience. They update their platform frequently by clicking “More Tools” and “Ad Manager”.
Make a new ad campaign and then add your information until you reach the audience. Choose “create a custom audience.”
Retargeting Facebook users should be your number one strategy.
These allow for the widest range of customizations that marketers have access to.
From the drop-down menu, you can create a custom audience.
We want to choose website traffic from the list of custom audience options.
This audience type allows you to create lists with people who have visited certain URLs.
Next, make sure you select “People who visited particular web pages.”
You can go as in-depth as you like from this page.
Are you preparing for a webinar or are you already? Are you creating a landing page to drive traffic for a particular goal?
Are you surprised at how many people are interested in your product, but not convert?
Now is the time to get them back.
Do you remember the Jasper's Market example above? They noticed that I visited their site often but didn't purchase a particular product.
This can be done by creating URL pages that contain the specific word.
Facebook retargeting ads can be further refined by:
- Device used
This will reveal one thing:
People who visit this product frequently need a little push to convert.
Show them how to use the product in an ad. Demonstrate the benefits or value of purchasing it.
You can tell that they have seen the product several times before they are ready to buy.
This type of retargeting can be one of the best ways to convert visitors.
2. 2. Retargeting existing customers
Some may wonder, “Neil! Why on Earth would you want to retarget my existing customers?”
One reason I will give is to revive unresponsive email subscribers that have not purchased in a while.
Email lists can be problematic because most subscribers stop responding to you.
The list will experience “churn”, where new visitors join and the old ones become unresponsive.
This means that your email upsells don't reach your intended users.
What can you do now? Retarget your customers.
This strategy is very affordable because the ads are relevant. It also means that your CTR will increase.
Check out this example ad from AT&T Small Business:
They know that I am a current customer and use their products/services.
They retargeted my email anyway.
Why? They wanted to sell me new products, as I was not responding to their email lists.
You might also like this American Express ad:
I am already a customer and they asked me to convert by getting another card.
Do you see a pattern in these examples?
They retarget customers who have converted previously or are already customers.
This is ModCloth's favorite example of retargeting.
We love you so much!
This advertisement's targeting premise is quite obvious.
They are retargeting customers who haven’t purchased in a while.
This is how it works.
Why? Because they have already purchased your products or services. You don't risk asking them to return.
It is also very easy to set it up.
This can be done on AdWords, or Facebook. It takes only a few minutes to set it up.
Start by going to Facebook's Ads Manager. Navigate to the audience section and click Create an Audience.
You can create a new Custom Audience and choose Customer List from this page.
Here you can upload your audience. You can upload your audience list if you see a green checkmark. You might have to manually update some identifiers if you see a yellow exclamation mark.
This will enable us to upload an exported list or import contacts from MailChimp.
This is where the key lies: Sort your customer file by their response rate.
Don't waste your money on advertising to customers who are buying regularly from you.
Concentrate your efforts on customers who haven’t converted in a while, or have not responded to marketing emails.
This will allow you to bring them back to your products.
3. Lead-gen Ads Based On Page Engagement
This might be the best option if you're not seeing success with website-based, retargeting efforts.
Facebook offers a powerful tool for lead generation called “Lead ads.”
These form-based ads offer lead magnets in return for customer information such as email address or job type.
This is the same concept as running an ebook lead magnet on your landing page, but on Facebook.
They are intuitive and natural-looking.
Here's an example to show how they look and function:
These ads are beautiful and seamlessly integrated, which offer a customer a lead magnet.
Facebook page engagement is a great way to run these ads.
Let's take a look at some of these examples before we get into the details.
Here's an AdEspresso lead generation ad:
Clicking on the ad takes me to a Facebook lead-gen form.
This tactic is extremely effective at getting people to convert, as it doesn't force them into leaving Facebook.
People don't use Facebook daily to view ads.
They use it to communicate with their family and friends or read the latest news.
It is risky to take someone offsite. This can lead to lower conversions and wasted ad spend.
Lead ads are therefore so popular. While they don't disrupt the normal Facebook process, lead ads still allow users to access the lead magnet.
These types of ads have been used before.
These are great for providing a clear CTA that converts people.
Why should you target people based on their Facebook page engagement?
These users are likely to be active on Facebook so your retargeting efforts will be more successful.
These socially aware users will likely be constantly checking out new brands via social media.
Targeting them with Facebook ads makes perfect sense.
Before we can start a lead-generation campaign, we need to first create an audience that is based on page interaction.
First create a new audience and then select “Facebook page” from the list.
There are many options available depending on the level of specificity you wish to use in your retargeting.
You can, for example, retarget people who clicked on an ad or posted, who have previously clicked on CTAs, and who have saved your page or posts.
Once you have selected a retargeting measurement, you can save the audience and go to Facebook Ads Manager to create new lead-gen ads.
Choose “Lead generation”, as your marketing objective.
Next, choose your ad format.
This is why I suggest using one image, one video or a slideshow.
Carousels are often too complex for a simple lead-generation-focused ad.
Next, edit the content and the lead magnet in the ad.
This section is where you create an incentive or offer for these customers to provide their email addresses.
Are you planning to offer an e-book or white paper? A coupon?
Give them a reason for filling out your form. Then, click on the call-to-action button.
Make sure you edit the form fields to meet your audience's needs.
To ensure that you only get the most relevant information, limit the number of questions you ask in the next step.
Visitors shouldn't be overwhelmed or occupied with too much.
This is a painless, easy way to collect leads.
Facebook's page-based targeting is my favorite way to get users back to my website or convert on lead magnets.
These are often highly engaged users who use Facebook in a different way than the majority of users.
Instead of using the platform to communicate with friends and family, they actively search for businesses on the platform.
This is a great opportunity to convert people who don't want to convert on your website, but are interested in your pages.
Retargeting Strategies Frequently Asked Questions
What are the most successful retargeting strategies for businesses?
Retarget URLs; retarget customers; retarget leads based upon page engagement.
How does retargeting work?
Displaying Facebook ads to someone who has visited your website previously on their mobile browser.
Is remarketing worth it?
If you can execute a successful campaign, remarketing is worthwhile. You have a greater chance of selling to people who have already interacted with you brand.
You're basically interacting with leads at a later stage of the conversion funnel.
Are you able to run both marketing and remarketing campaigns simultaneously?
Yes, you can run concurrent campaigns.
Retargeting Strategies Conclusion
Your website traffic won't convert on their first visit. They don't know you, who you are or what you do.
They aren't ready or willing to purchase your product or services yet.
Retargeting ads can help you bring back those users when you are closer to conversion.
Despite the fact that people are “banner blind”, there are still ways to retarget visitors without making them crazy.
Retargeting URLs is the first step. This is the best way to convert customers with retargeting.
It's something I see all the time in my Facebook feed, and I convert every time.
Next, retarget unresponsive customers.
Send an example: If someone hasn’t converted in six months, send them some ads to increase sales.
Conduct lead-generation ads that correlate with site engagement.
This will allow you to attract users who are already interested and more likely to respond to your ads.
Remember: Retargeting must be precise and focused to drive conversions.
Which retargeting strategies have been most successful for you?
By: Neil Patel
Title: 3 Effective Retargeting Strategies That Actually Work (With Examples)
Sourced From: neilpatel.com/blog/effective-retargeting-strategies/
Published Date: Wed, 22 Sep 2021 13:00:00 +0000