Remarketing has become one of the most popular targeting methods for digital display advertising. It’s easy to understand why remarketing is receiving an increasing share of budgets. Reaching consumers who have already interacted with your brand online with additional ad impressions is very likely to produce online transactions or sales leads. If you’ve been struggling to get a good return from your remarketing campaigns, these 5 tips might help take your performance to the next level.
1. Give them a reasonable number of ads
Most remarketing DSPs allow an advertiser to set a frequency cap. Without a defined frequency cap a single customer could get bombarded with your ads all day long. Too much frequency can get annoying and create a negative impression of your brand. Conversely setting the frequency cap too low could interfere with your ability to make enough of an impact to convince and convert the customer. The goldilocks zone for each remarketing campaign can only truly be flushed out with testing, but a good general rule is to set a cap somewhere between 5 and 7 viewable impressions per day.
2. Give them what they want
A majority of advertisers who use remarketing simply serve ads to any user who has visited their site in the last X days. Advertisers who have a higher traffic website can benefit greatly from additional segmentation. Instead of remarketing to all website users, focus your efforts on those who have really engaged with your brand. A couple audience definitions that can help achieve this:
3. Give em a break!
In the same way you can define audiences to target using data about how they used your website, you can define audiences to exclude. One audience exclusion that I use on almost every campaign I run is to remove users from the targeting list for a period of time once they made a purchase. If you sell big ticket items like cars or real estate, you might remove the customer permanently. If your product is highly consumable, you may only remove the customer for 15 or 30 days.
4. Give them relevant content
If you have several different categories of products, customize your message to align with what the customer showed interest in. For example, a Ford dealer might sell electric cars, conventional sedans, SUVs and Trucks. By setting up a couple rules in your the audience creation tool, she could serve truck ads to users who viewed trucks, SUV to SUV shoppers…. This can be taken to an even higher level with Dynamic Remarketing which allows you to serve the exact sku the visitor viewed as a display ad across the network.
5. Give them a reason to buy
The user was on your website. She thought about making a purchase, but ended up not following through. That’s why she’s on your remarketing list now. Sometimes a special discount code only offered to users on the remarketing list, a free gift, or other incentive might be just the nudge that your target customer needs to come back to the site and complete the purchase.
These are just some of the strategies our clients have had success with in remarketing. Whether you’re brand new to advertising with remarketing or it’s an old hat for your business, implementing these tactics can help amplify your return on ad spend and significantly improve campaign efficiency. Need help setting up remarketing, laying out a strategy or developing creative assets? Drop us a line!
Posted: 11/22/2016 at 1:43:41 PM