We gave you some of our thoughts on the current state of retargeting and how the space has changed in this previous post, but now we want to help get you started with your own retargeting campaigns with a few best-practice pointers.
Selecting your partner
The first thing you have to do is choose your retargeting partner. There are several major players in the space, and new entrants arriving all the time. AdRoll, Fetchback, and Retargeter all provide very similar customer experiences and capabilities, so it’s simply a matter of selecting the one that fits your budget best.
Prepping for launch
Now that you have your partner selected you need to figure out your offer and optimize your creative. Since you’re targeting visitors that have already been to your website, a smart collateral piece is one that provides additional value to a visitor or builds trust in your company by positioning it as a thought leader in your industry. White papers, case studies, eBooks, and infographics are just a few of the pieces you can use.
Optimizing your creative is key. Display ads that have a clear call to action perform best, so remember to include some direction in your ad. Ask your prospect to do what you want – “Download this white paper now” or “Register for our upcoming webinar”. Keep your ad copy short and succinct. People seeing your banner ads online have short attention spans and are overwhelmed by ads, so your C2A needs to be front and center.
Leverage your marketing automation tools
Use your full suite of marketing tools to make data-driven decisions. Tools like Pardot are a great way to optimize and track your retargeting campaigns. Be sure you create a specific retargeting campaign in your marketing platform so you can track and properly attribute all results. That will allow you to map all of the your visitors and prospects back to your retargeting campaign, and make smarter optimization decisions.
Once your campaign is set up, you should create customized landing pages based on the marketing collateral you want to promote and the visitors’ site activity. Since the visitor has already been to your website, you’ll be able to map their complete activity timeline and track any new activity, which will help your team target them more effectively. For example, if someone has visited your pricing page, you’ll want to point out why your product provides the most value for him or her. Conversely, if they’ve show interest in your email capabilities, you’ll want to drive them to a landing page dedicated to email marketing.
Display advertising has come full circle – from being the go-to online marketing campaign, to little more than a branding afterthought, and now back to an important piece of any integrated marketing plan. Like any data-driven marketer, you want to invest your time and resources into campaigns that are trackable and drive leads. Display now has those capabilities. How do you plan on leveraging display in your marketing efforts?