The thing with marketing of any kind is that it has to be done more than once to achieve significant results. You can’t expect target consumers to make a purchase after seeing an ad for the first time, nor can you assume that every person who visits your website is ready to buy. Only 2% of traffic converts on the first visit to a website, Hubspot says.
Even if a person is interested in what you’re offering, a constellation of factors must come together for a purchase to happen. Left to their own devices, there’s a good chance that window shoppers will lose interest after leaving your site empty-handed.
Your job, then—as a marketer—is to sustain the interest of your target consumers and give them the extra push they need in order to go through with the purchase. At GetCraft, we recommend doing this through thoughtful retargeting.
Retargeting—also known as remarketing—is a way to help interested customers arrive at a purchase decision. It does this by strategically presenting consumers with relevant ads that inspire them to take action.
Whether you want your ads to appear in front of people who have recently visited your website, or send promotional content to regular customers in your mailing list—there is sure to be at least one remarketing approach that will be perfect for the job.
There’s a bit of homework to be done, though, so that your retargeting ads could perform better and reach the people they’re meant for.
Segmenting your audiences
Retargeting is most effective if you segment your visitors based on gender, location, device used and other attributes. Segmenting people who each viewed a different page on your site can also help you tailor your ads to the right people.
For example, if you want to retarget those who visited your Home page, ads that give a better idea of your brand identity might generate the most response. On the other hand, if you want to retarget people who went as far as viewing a specific product from a specific category on your site, more product-related ads might do the trick.
Much like how someone casually walking into a store can get turned off by an overeager sales rep, however, a person who visits your site wouldn’t want to be followed around by your ad into every corner of the internet.
A brand needs to stay visible throughout the consumer journey, but not too visible to the point of stalking.
Also remember that different products will warrant different retargeting time windows. For example, people looking at time-sensitive items like concert tickets or travel goods should be retargeted immediately; people looking at luxury items like designer bags and jewelry should be retargeted later.
Refreshing your ad creative
Most consumers are also likely to tune out repetitive ads that are irrelevant to where they are in the marketing funnel, making it unwise to show too much of the same ad to your target consumers without knowing who they are and what they want.
To keep your ads fresh, you'll want to pay close attention to which ads are performing (and which ads aren't). You may gather these information through a handful of A/B tests that hone in on specific variables. Once you uncover the ads that are worth discarding, you can focus on creating more of the ads that work.
Depending on your ad platform of choice, your retargeting strategy must be able to strike a balance between segmentation, frequency, and creative. This means that your ad should only be shown to people who are most likely to convert, at a time they are most likely to do so, and in a creative material they prefer.
To create effective ads for your remarketing campaigns, you will need the help of experienced writers, visual artists, and content creators. At GetCraft, we make finding these people easy by connecting you with more than 5,000 individually vetted content producers across Southeast Asia.