Easily one of the greatest benefits of online advertising is that it allows businesses to decide exactly who will see it and only pay for those impressions. This means you can choose who sees your ad using a series of criteria, rather than paying for your ad to reach lots of people who might be interested in your proposition.
However, most visits to your website do not result in a sale. Although these consumers left your site without converting, that doesn't mean they aren't interested in your product or service; in fact, since these people have already shown some interest in your proposition, they may be more likely than others to take action after seeing your ad again. This is when “retargeting” becomes essential.
What is Retargeting?
Targeting your advertising to people who have already visited your site is called “retargeting.” This practice essentially consists of creating personalized advertising campaigns (usually display advertisements) for users who have already visited your website or other of your content. By staying in front of your audience on the web, your brand is always top of mind. Your ad also provides a convenient one-click shopping experience whenever your visitor is ready to make a purchase.
What are the best practices for retargeting?
The most effective retargeting campaigns leverage the power of audience segmentation. Relevance is important to consumers, so logically group your visitors based on the type of ads and information you want them to see. For example, you can create a segment for people searching for winter coats and another for people searching for handbags to improve product recommendations in your display ads.
Benefit-focused messages and clear calls to action are also essential for healthy conversion rates. Make sure your target consumer knows why they should choose your product and what action you want them to take. Test language like “Click to get 20% off your first order” instead of “Click here” to add a better click-through rate.
Always learn from your customers. Test ad variations by changing action button color, text, button shape, or lifestyle against product images to determine what appeals to your audience. Use the results to guide the design of future ads to better engage consumers and increase conversion rates.
Bofu Agence Marketing specializes in digital advertisements and retargeting. We can help you engage with your audience almost anywhere they spend time online.
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