Welcome to the Daniel Dulake blog. Daniel Dulake makes the most responsive, friendly service you’ve likely ever had. In today’s blog, I share ways to engance your retargeting ad campaigns. Retargeting is a powerful form of digital advertising in which audiences are targeted with specific ads based upon their online behavior.In short, retargeting campaigns convert “would-be shoppers” into bona fide paying customers for your business. Regardless of whether you’re just beginning or a skilled expert, these nine simple retargeting strategies will help elevate your campaigns to new heights.
- Content is still king. The goal of retargeting is to accelerate conversions, but you need to offer users something of significance to expedite that process. The wonderful thing about retargeting with content is that it gives you an opportunity to connect with and offer value to prospects who aren’t yet prepared to purchase. If you have the capability, sort your content by multi-touch revenue created; if an asset has demonstrated consistently to promote conversions, it’s ideal for retargeting ads. Afterward, segment your content, so that people are receiving the right piece of content at the right time.
- Audience segmentation. If your retargeting campaigns are not meeting your expectations, there’s a good chance that you need to enhance your segmentation. The greatest error a marketer can make in retargeting is to presume that all visitors are similar and present each visitor with the same ads. By being careless and not segmenting your visitors into groups, your results will be inferior and many of your impressions will simply be squandered extraneous spend.
- Recognizing the buyer cycle. Recognizing the buyer cycle is critical and applies to all of your retargeting campaigns. It’s comparable to the sales funnel, in that the process starts with more customers at the top in the awareness phase and ends up at the bottom with fewer people in the conversion phase. Retargeting is designed to capture more of those customers as they advance through the funnel. However, if you’re not cautious, you can actually hurt conversion rates by disregarding the buyer cycle. A note worth mentioning – If you’re contemplating allowing your retargeting ad campaigns to manage themselves: DON’T.
- Monitor your advertising frequency. Many advertisers don’t consider frequency a priority in their campaigns, but frequency is a fundamental component in regards to improving their total performance. Heavy ad frequency alters a customer’s mindset from positive to negative. It can be prying, upsetting, and further yet – it may provoke customers to become furious with your brand. This can unquestionably impact existing and future sales. Be sure to place some kind of ad frequency restriction on your campaigns.
- Test until you find a highly-compelling offer. Lead magnets are your most compelling call-to-action. It’s crucial to find something that you know your customers desire and that other people will be drawn to as well. If you’re having difficulty identifying an effective lead magnet, begin with a quick examination of your website’s traffic. What pages, products, and articles are users visiting most often? The better the conversion rate, the more effective the magnet.
- Employ Dynamic Creative Facebook Ads. Facebook’s Dynamic Creative Ads feature automatically analyzes numerous variations of a specific ad within a targeting group. Essentially, its A/B testing put on autopilot which means boosting effectiveness for the marketing team and getting greater campaign results.Win-win.
- Create basic sequential engagement campaigns. When creating sequential engagement campaigns, you’re taking a huge audience and turning them into a group of smaller, more qualified prospects. Begin by boosting a video that has tested well organically on Instagram or Facebook. Over time, the views of that video will gradually start to accumulate. You can then build a laser-focused audience based on individuals who have watched 5 seconds, 15 seconds, 25%, 50%, or even 100% of the video and target them with an ad that is sequentially logical.
- Don’t forget burn pixels. If your product or service only consists of a one-off purchase (or you just don’t want to burn your budget on a visitor you’ve previously converted), you’ll want to implement a burn pixel. What’s a burn pixel? It’s basically a line of code that resides on the “post-transaction” page. When a visitor lands there, they are labeled as so and will no longer be served ads.
- Leverage the emotional factor of advertising. We all like to believe that we’re intelligent consumers who always act sensibly, but that’s only somewhat accurate. Our emotional side is triggered when it comes to buying products.A clear list of product features might sway the rational self in some individuals, but in most cases, it has no impact on their emotional side. In truth, our emotional self is unconcerned with features. That element of us wants to imagine and recognize the benefits.
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