One of the biggest advantages of online advertising is undoubtedly the fact that it allows businesses to decide exactly who will see it and pay only 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 a large number of people who might be interested in your proposition.
However, most visits to your website don't result in a sale. While these consumers left your site without converting, it doesn't mean they aren't interested in your product or service; in fact, since these people have already demonstrated some interest in your proposition, they may be more likely than others to take action after seeing your ad again. This is where retargeting becomes essential.
What is retargeting?
Targeting your advertising to people who have already visited your site is called "retargeting." Essentially, this practice involves creating personalized ad campaigns (usually display ads) for users who have previously visited your website or other content. By staying in front of your audience online, your brand is always top-of-mind. Your ad also offers 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 could create one segment for people searching for winter coats and another for people searching for handbags to improve product recommendations in your display ads.
Benefit-driven messaging 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 increase click-through rates.
Always learn from your customers. Test ad variations by changing the action button color, text, button shape, or lifestyle in relation to product images to determine what resonates with your audience. Use the results to guide future ad design to better engage consumers and increase conversion rates.
Bofu Marketing Agency specializes in digital advertising and retargeting. We can help you engage with your audience almost anywhere they spend time online.
Want to maximize your advertising results with Google?
At Bofu, we help you design, manage, and optimize all types of Google Ads campaigns based on your business objectives. Discover our specialized services:
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Google Ads (SEM) advertising to build a complete and profitable strategy.
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Research campaigns to capture active purchase intentions.
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Display campaigns to expand your reach and strengthen your brand awareness.
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Shopping campaigns to boost your online sales with an optimized product feed.
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Performance Max , the automated solution that combines all Google channels for optimal ROAS.
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YouTube campaigns to inspire and trigger purchase intent through video.
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Discovery campaigns to reach new, high-potential audiences.
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Demand Generation campaigns to drive demand across the entire Google ecosystem.
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App campaigns to increase in-app installs and engagement.
Whatever your objective, we can help you structure effective campaigns adapted to your reality.
