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Are Retargeting Campaigns a Worthwhile Investment for Your Business?

Are Retargeting Campaigns a Worthwhile Investment for Your Business?

In this day and age, digital marketing is constantly evolving. As a result, it can be hard to keep abreast of changes. You hear about some new gimmick or trick that’s guaranteed to work, and you uproot your strategy to include it.

That’s a pretty haphazard way to work and may even be costing you business. If you’re focused on the next big thing in marketing, you might well be overlooking the unsung heroes of the marketing world.

Heroes such as retargeting campaigns. Tactics that are older and less flashy but still highly effective. In this post, we’re going to encourage you to stick to the basics with a retargeting campaign.

What Is A Retargeting Campaign?

See for yourself by heading over to Amazon and searching for something. It doesn’t matter what, just run a general search and take a look at some of the products that come up. When you’re done, leave the Amazon site and head over to your Facebook feed.

Notice anything different about the ads you’re being shown on the page? Are they all Amazon ads related to the search term that you used? Of course they are.

That’s an example of a retargeting campaign in action. Amazon inserted a piece of code into the pages that you visited. When you left the site, this code followed you. After you logged into Facebook, the code started to display ads related to your search. You’ll find that these ads follow you across a number of different sites and also search engine results.

The Benefits of Retargeting

A Retargeting Campaign can be used to:

  • Increase brand awareness: The more familiar a customer is with your brand name, the better. A retargeting strategy can be used to introduce more information about your brand, or simply to get the brand name out in front of your customers more often.
  • Overcome buying objections: With retargeting, you can focus on customers’ buying objections. This could be leading them to a blog post, further research, and so on.
  • Re-attract customers who’ve abandoned their carts: Considering that 70% of your customers will abandon their carts, it’s important to have a strategy in place to get them back to your store.
  • Improve customer service: Retargeting doesn’t have to be all about advertising. You can also use it to improve customer relations. You could, for example, link through to a tutorial about a product that a customer has just bought instead.
  • Convert leads into sales: Say, for example, that you put your code on the cart page or the checkout page. Customers that have reached this stage have shown interest in the products that you sell. Using retargeting could nudge them into completing that purchase.
  • Upsell and cross-sell: You’ve got the customer to purchase from you. Take advantage of the trust now established to market related products or upsells. It doesn’t make sense to retarget items that someone has just bought.

Getting Retargeting Right

Provide the Right Content at the Right Time

A retargeting campaign can be a powerful tool when it’s used correctly. Before placing your code on any page, you must understand what your customers are doing on that page. If they are looking at a product description without adding the item to their cart, they might be doing research. If you bombard them with ads, you might put them off.

If, on the other hand, you provide them a link to more information on making the right choice, they’ll be appreciative. When creating a retargeting campaign, ask yourself whether or not it’s right for your customers at that specific point in time.

Customers that have made it all the way to the checkout have decided not to buy. Why didn’t they complete the purchase? It could be that the shipping quote was higher than expected, or they ran into problems on your site.

Consider using a personalized ad offering a discount voucher or free shipping to clinch the deal. You could also reach out and find out if they had issues checking out.

Final Notes

A retargeting campaign takes advantage of the fact that a customer is familiar with your brand and product. The campaign serves to create a stronger bond, dealing with potential objections, and keeping your brand in mind. When handled correctly, retargeting might be one of the most effective marketing tools that you have.

Are you ready to find out more about retargeting? Then check out the infographic below:

retargeting campaign


Andriana Moskovska
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