There is no exact and definite path to success for internet marketing. Circumstances are different for everyone, that’s why retargeting is an important step in every marketing campaign. In retargeting, user data is used to retarget ads and produce higher returns for the advertiser.
But don’t hop on the bandwagon just yet. Retargeting still needs a lot of careful planning and analysis of the data in order to make your campaign more efficient.
To maximise your retargeting campaigns, listed below are 5 useful tips:
- Don’t Stalk Your Visitors
It is important to set a maximum amount of time in retargeting your visitors so as not to come on as creepy to your users. This amount of time could depend on the buying cycle for your service or product.Retargeting for more than a week is usually too long. This will make you seem creepy to the user instead of enticing. Retargeting for too long will only hurt your customer’s opinion of your brand or product.
- Don’t Retarget Twice
There are many different retargeting solutions provided by different companies. You may think of hiring two or more to achieve better results but this is generally a bad idea.These different retargeting solutions usually contrast in some areas and you would only end up with more problems than answers. When you utilise different retargeting vendors, they will only end up competing with each other provide your visitors with ads. This drives the cost of impressions and you would ultimately just be wasting more of your finances.
- Don’t Retarget Everyone
Retargeting is done to make internet marketing smarter and more efficient. In this regard, there is no need to retarget all of your visitors because they aren’t all the same. Some users are more important than others. For example, a user who visits a product page is more important for marketing purposes than a user who visits the career page.Retargeting has a process known as programmatic site retargeting (PSR) in which a site visitor is systematically analysed thru predetermined data points like pages viewed, shipping address, referral data and many others. The visitor’s value is determined by these points and this value, in turn, will determine how much you should bid in serving an impression to this visitor.
This is one of the aspects that make retargeting a truly smarter and more scientific marketing tactic.
- Don’t Ignore View-Through Conversions
The most common metric for data analysis would be clicks because they can be easily measured. However, with retargeting, you should also analyse other types of key metrics like view-through conversions – users who convert after seeing an ad without ever clicking on it.This would normally carry lesser weight than clicks but they still should be considered.
- Don’t Confuse Retargeting with Site Retargeting
Retargeting is not only site retargeting. There are generally seven different types of retargeting and these are:
One of the most popular is site retargeting – serving users who have already visited your site with targeted ads. One other exciting type of retargeting is search retargeting – serving users with targeted ads based on the keywords they enter into search engines. Each retargeting type has its own advantages and disadvantages so make sure to study each one.
Again, retargeting needs a lot of careful planning and analysis of the data to be effective. There are many more in-depth information needed but these 5 tips should serve you well on your journey with retargeting.