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4 Ways to Make the Most of Retargeting Ads

/ May 2, 2016

In the world of Internet advertising, business owners and marketers generally fall into two groups: those who love retargeting ads, and those who haven’t figured out what the big deal is yet.

It’s not hard to see why there is so much potential with retargeting: many customers who visit your website or click on one of your ads won’t take action right away, but they may ultimately return to make a purchase (or take the next step) if they are reminded and given several chances. At the same time, though, developing a profitable retargeting campaign means balancing costs, impressions, and other factors carefully.

To help you make the most of your campaigns, let’s look at four ways you can get more from your retargeting ads…

#1 Don’t Ignore the Potential of Retargeting Campaigns

Many marketers put off instituting retargeting ad campaigns for the simple reason that they are unfamiliar. It’s always hard to pick up a new skill, especially if there is the potential to lose money. It’s important to know, however, that retargeting is very easy – both to understand, and to put into practice. And of course, if you have the right Internet marketing team on your side, your campaigns can be set up correctly from the beginning.

#2 Experiment With Different Messaging Series

A big mistake business owners make with retargeting is to just show prospects the same ads again and again. While this kind of repetition can help conversion rates, you’ll likely do better with a progressive series of ads. That doesn’t just give you a chance to experiment with different types of messaging or offers, but also let’s you guide buyers from one thought or idea to the next as they deliberate or do research.

#3 Pay Close Attention to Frequency and Impressions

Although repetition can help improve conversions, having your ads show too often is a bad thing. On the one hand, creating one impression after another can quickly become expensive; and on the other, being too heavy-handed with your ads gives buyers the sense that you are “stalking” them across the Internet. That’s annoying, and it isn’t very good for generating new leads and sales.

#4 Pay Attention to Your Retargeting ROI

Retargeting isn’t just a gimmick, it’s a new way to present your solutions to your best group of potential buyers. Just like any other marketing tool, you should decide how to use it – or whether to implement it at all – based on what kinds of results you get. In other words, let the return on investment you get from your various campaigns be your guide. By watching the numbers and results, you’ll quickly figure out what works for your business.

 

Posted in Digital Ad Buying, Marketing Strategy
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