As an online marketer, you know that getting people to your website is only the first step. The real challenge is getting them to stick around, engage with your content, and eventually convert into paying customers. That’s where retargeting comes in.
Retargeting is the practice of showing ads to people who have already interacted with your website or social media accounts. It’s a powerful way to keep your brand top-of-mind and encourage people to take action.
But how do you effectively retarget your online audience without coming across as spammy or annoying? Here are some tips:
1. Segment your audience
Not everyone who visits your website is at the same stage of the buying process. Some may be just browsing, while others are ready to make a purchase. By segmenting your audience based on their behavior on your website, you can tailor your retargeting ads to their specific needs and interests.
For example, you might retarget people who have abandoned their shopping carts with a discount code, while retargeting people who have spent a lot of time on your blog with a free e-book or whitepaper.
2. Use creative visuals
People are bombarded with ads all day long, so it’s important to make your retargeting ads stand out. Use eye-catching visuals that are relevant to your brand and messaging.
Consider using dynamic ads that feature products or services that a visitor has already viewed on your website. This can make your ads feel more personalized and less intrusive.
3. Set frequency caps
Retargeting can be a powerful tool, but it can also become annoying if you bombard people with too many ads. To avoid this, set frequency caps on your retargeting campaigns.
This means that you limit the number of times a person sees your ad within a certain time period. For example, you might set a frequency cap of three impressions per day for each person.
4. Test different ad formats
Retargeting ads can come in many different formats, including display ads, social media ads, and email ads. Test different formats to see which ones resonate most with your audience.
For example, if you have a large following on Instagram, you might find that retargeting ads on this platform are more effective than display ads.
5. Provide value
Finally, remember that retargeting is not just about selling. It’s also about providing value to your audience. Consider creating retargeting ads that offer helpful tips, resources, or exclusive content.
For example, you might create a retargeting ad that offers a free trial of your product or a discount on your services. This can help build trust with your audience and encourage them to take the next step.
In conclusion, retargeting can be a powerful way to engage with your online audience and encourage them to take action. By segmenting your audience, using creative visuals, setting frequency caps, testing different ad formats, and providing value, you can effectively retarget your audience without being spammy or annoying.
