Turn Clicks into Customers

How to Use Retargeting to Bring Back Potential Customers with Paid Ads
Rebecca DeYarman
Paid Ads
May 2023

You’re seeing a lot of site visits, but few purchases. Your social media posts are seen by thousands of potential customers, but those impressions aren’t converting into clients.

In the world of digital marketing, it's not uncommon for potential customers to visit your website or engage with your brand but leave without making a purchase or conversion. A visitor’s first interaction with your brand is often the beginning of a relationship, and it is your job to understand your audience, guide them through your unique sales process, and convert clicks into customers.

This is where retargeting can be an incredible tool in your marketing toolbox.Instead of those visitors disappearing into the void, retargeting will allow you to create additional touch points, increase your exposure to qualified leads, and re-engage with existing customers using targeted paid ads. 

Retargeting: What Is It + Why Does It Matter?

Retargeting, also known as remarketing, works by placing a pixel or code snippet on your website which allows you to track users who have visited specific pages. Based on their behavior and actions, you can create custom audiences and deliver targeted ads to these potential customers as they browse other websites or social media platforms.

Effective retargeting works on several key principles, converging to turn interested visitors into satisfied clients. These keys to retargeting success will help you craft optimally designed ads that increase your conversion rate and improve customer retention.

01. Segment your audiences

To create effective retargeting campaigns, it's important to segment your audiences based on their behavior on your website. For example, you can create segments for users who abandoned their shopping carts, those who viewed specific product pages, or those who signed up for your newsletter but haven't made a purchase.

By segmenting your audiences, you can deliver highly relevant ads that resonate with their specific interests and needs. These tailored experiences with your brand increase trust and awareness, improving the likelihood that a visitor will take the next steps of engagement.

02. Craft compelling ad creatives

When retargeting potential customers, it's essential to create compelling ad creatives that grab their attention and entice them to click. Use eye-catching visuals, persuasive ad copy, and strong calls-to-action (CTAs) to remind them of the value they will receive by returning to your website.

Personalize the ads based on their previous interactions to make them relevant and tailored to their interests. For an abandoned cart, consider an ad featuring a specific product from that cart, or offer a discount if they complete their purchase within a specific timeframe.

03. Implement frequency capping

While retargeting is a powerful strategy, bombarding potential customers with ads can have a negative impact. Repeated exposure is the goal, but going overboard will make your content will feel like spam.

This problem is solved by implementing frequency capping, which limits the number of times an ad is shown to an individual within a specific time frame. This ensures that your ads remain impactful and avoid becoming annoying or intrusive.

04. Utilize cross-platform retargeting

Expand your retargeting efforts beyond just website-based retargeting. Utilize cross-platform retargeting to reach potential customers on multiple channels, including social media platforms like Facebook, Instagram, and LinkedIn, as well as display networks and search engines. This allows you to maintain consistent visibility and reinforce your brand message across various touch points.

05. Leverage dynamic retargeting

Dynamic retargeting takes personalization to the next level by dynamically displaying ads featuring specific products or content. For example, retarget using specific URLs in conjunction with a call-to-action (CTA) to draw a customer back to where they left off.

By leveraging dynamic retargeting, you can show relevant product recommendations or personalized offers, which significantly increases the chances of enticing potential customers back to your website to make a purchase.

06. Test different ad formats and placements

Experiment with different ad formats and placements to find the most effective combination for your retargeting campaigns. Video ads and carousel ads are just a couple examples of formats you can try.

Test different ad placements, such as the Facebook news feed, Instagram Stories, or relevant websites within the display network, to identify where your potential customers are most receptive to your retargeting ads. Adjust the content and visuals of your ads for each platform to achieve the best results.

07. Optimize your landing pages

When potential customers click on your retargeting ads, it's crucial to ensure that they are directed to optimized landing pages that align with the message of the ad. Provide a seamless and personalized experience by matching the ad copy, visuals, and offer on the landing page.

Ensure that all links and fillable fields work properly to make the desired action easy to complete. Remove any potential friction points that could discourage potential customers from converting and reduce clicks away from the original platform.

08. Analyze and refine your campaigns

Regularly analyze the performance of your retargeting campaigns to understand what works and what doesn't. Monitor key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS). Identify any patterns or trends in audience behavior and adjust your targeting, ad creatives, or bidding strategies accordingly. A/B testing can also be valuable in optimizing your campaigns and finding the most effective combinations.

09. Combine retargeting with other strategies

Retargeting works even better when combined with other digital marketing strategies.Consider integrating retargeting with email marketing campaigns, social media advertising, or content marketing efforts.

By creating a cohesive and consistent brand experience across multiple channels, you can reinforce your message and increase the likelihood of bringing potential customers back into your sales funnel.

Retargeting Applied: Convert Visitors into Customers

Retargeting is a powerful digital marketing strategy that allows you to bring back potential customers who have shown interest in your brand but haven't converted. Analyze and refine your campaigns, then bolster your retargeting efforts with other techniques for a well-executed retargeting strategy.

Our team at MatchPoint Partners understands how to implement these retargeting strategies and effectively leverage the power of retargeting to increase your conversions and maximize the ROI of your paid ad campaigns. Work with us and watch our well-executed retargeting strategy re-engage your potential customers and guide them towards completing their desired action, ultimately driving growth for your business.

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