Online marketers have an opportunity to capture the attention of people who – for whatever reason – were not interested in their product or service the first time around. Massive amounts of data can be gathered from the Internet and analyzed to make the next attempt better. Even more valuable is the ability to essentially track those missed targets to other websites on the Internet, where marketers can present ads to those people, using a different approach. This strategy is called retargeting, and it’s a valuable component of any online marketing campaign.
By using online cookies – which track Internet-user activity – as well as search history and keywords used in online searches, marketers can select from an array of advertisements which materials are most likely to appeal to particular targets. This eventually becomes a largely automated process that can help you reel-in customers that might have otherwise been lost.
But retargeting can sometimes be a tricky process, because the wrong strategy can end up alienating customers. With that in mind, following are three retargeting tips that will help you run a successful retargeting campaign.
1. Don’t become a retargeting stalker
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Consumers aren’t stupid. Eventually, they’re bound to realize that your brand has been following them from one website to the next, showing different ads in hopes of extracting a conversion from them. Persistence is a virtue in many walks of life, but when it comes to retargeting, it’s easy to make consumers wish they could file a restraining order.
Unfortunately, an unchecked retargeting strategy could be targeting the same consumers over and over, until they’re so used to seeing your ads that they don’t even notice them. Typically, a week is the maximum length of time this should occur, although there can be exceptions.
At any rate, after a while it becomes extremely unlikely that you’ll produce a conversion, which just means you’re wasting time and resources. And you could be building an embarrassing name for your brand, which might come back to haunt you. You don’t want to creep-out potential customers.
2. Choose retargets carefully
Not every website visitor is necessarily worth your retargeting attention. Ultimately, you want to retarget site visitors that have shown interest in your products or services. Someone who’s merely perusing your site without any apparent interest in what you do, on the other hand, won’t be as valuable a prospect. So, how can you differentiate between a serious lead and someone who has no intention of buying what you’re selling? That usually involves some fairly sophisticated site retargeting software that reviews a number of data points when making a conclusion about any specific individual. Those data points are tabulated to produce a certain visitor score, and those scores are then used to identify the best targets.
While it can get technical, this process is absolutely essential to any successful retargeting effort.
3. Don’t retarget multiple times
Some people have it in their minds that if they retarget through multiple companies, they’ll be able to double or triple their results. In reality, the opposite could be happening. When you enlist multiple companies to retarget on your behalf, they both end up competing for the same advertising space. That ups the price of those ad spots and eats away at your budget. Not only will you fail to gain any extra exposure or benefit, but you’ll be paying more for what does come your way.
As your retargeting progresses, you’re sure to identify new strengths and weaknesses in both how you identify strong retargets and how you try to convert them. This will help you become more efficient at marketing. Just remember that some people may be leery of retargeting, so be sophisticated in how you choose to market to potential customers.