Retargeting can bring significant successes to an overall web marketing strategy, it can really be considered as the extra gear, as the winning pawn, as long as it is used judiciously but let’s proceed in order.
When I talk about retargeting, I mean an online advertising planning system that allows you to reach users who have visited a particular site in the past. These are display campaigns that can increase ROI considerably precisely because they take advantage of users who are already “skilled” (perhaps profiles that have started a contact form without completing it). Specifically to these will be directed ad hoc ads, on products they had lingered over in the past. As I was telling you earlier, this strategy, if well structured can bring real benefits, as it is an effective weapon to keep a customer coming back, to a specific site. The concept behind retargeting is based on a number of studies that have analyzed the average user’s behavior, noting that they are unlikely to convert on the first visit. Its effectiveness comes fromoptimizing the resulting ad spend by intercepting only highly targeted users (who can be more so?). However, let us go into specifics by trying to define the basic steps that characterize a retargeting campaign.
Retargeting: instructions for use
Absolutely avoid being redundant, never give customers that feeling of being controlled. By overdoing it you run the risk, that of making your campaign lose effectiveness. To avoid this simply set a frequency limit, by doing so users will be reached only by the ads they are interested in. In the wake of this strategy, the next tip is to segment your target audience as much as possible. You could personalize the messages for example, once a person lands on your site, already starting from the home page you can show them only ads of a product they previously showed interest in, making it as appealing as possible. This segmentation must necessarily go through other variables as well, which are useful for targeting more precisely. Having with retargeting the ability to choose the location of the ads, they will be much more targeted if they take into accountage, gender,geographic location , etc. etc. Obviously, this principle will work better if the various messages made are creative and insightful. Simplicity (both in text and graphics) always pays off, be clear and direct (after all, you are addressing people who already know you so avoid being too “cool”), use a lot of call to actions improve the browsing experience.
Banners made must look “alive,” in the sense that they cannot be made and then abandoned to their own fate, they must be updated with precise time cadences, it is tested how an overlooked banner has a real abatement of clicks. Reconnecting with the talk about redundancy and its deleterious effects, it is a great solution to insert the famous “burncode,” acode implementation that must be inserted in the post conversion page. It will allow to eliminate people who have completed this action, from the retargeting campaign, improving the performance of the web marketing strategy.
