If you’re struggling with website conversion optimization, then you should try some retargeting strategies! Whether you’re running ads on Google, Facebook, or another platform, here’s everything you need to know about creating ad campaigns that actually convert:
What is retargeting in digital marketing?
While retargeting vs remarketing may seem like interchangeable terms, they’re actually a little different. Remarketing is a strategy used to re-engage already existing customers, while retargeting is a strategy used to keep your business in front of potential customers who haven’t performed the desired action yet, whether that’s a purchase, sign up, download, etc.
What are the best retargeting strategies?
1. Don’t retarget everyone the same way.
Every piece of content you publish must match user intent, but not everyone searches and makes decisions the same way. For example, if someone viewed a product or service page, follow up with a reminder. If someone added a product to their cart but didn’t check out, give them an incentive or encourage them with urgency.
2. Build a sequence that tells a story.
Whether it’s an automated ad sequence or an email marketing campaign strategy, use sequential retargeting instead of repeating the same message over and over. Start with content that shows value (problem and its solution), then follow that up with social proof (reviews, case studies, etc.), then finish it off with an exclusive offer (discount, free demo/trial, etc.).
3. Tailor to each stage of the marketing funnel.
Retargeting strategies should align with every phase of the marketing funnel, from those who have visited your website once to those who are ready to convert.
- Awareness: share educational content, videos, breakdown of benefits, and softer CTAs such as “learn more”.
- Consideration: share consumer stories, free trials, limited-time offers, and abandoned cart reminders.
- Conversion: share urgency, FAQs, differentiators, etc.
4. Stay top-of-mind with cross-channel retargeting.
People don’t always convert the first time they see your business or even on the first platform they interact with. Google and Meta are two of the top channels for retargeting ads, but other platforms, such as YouTube and LinkedIn, as well as email and SMS reminders, ensure you stay top of mind.
5. Don’t continue retargeting users forever.
In order to avoid ad fatigue and protect the online perception and reputation of your brand, implement time-based exclusions. If after X number of days without a conversion, move users to a different segmented audience or show fewer ads if they’ve seen more than 8 to 10 ads already.
What are some retargeting tips and best practices?
- Suggest complementary products or comparisons of the exact product/service viewed (dynamic product ads are ideal for SaaS or ecommerce retargeting strategy).
- Use high-performing features to build trust, such as ratings, testimonials, before/after photos, FAQs, charts, and tables.
- Refine content with A/B testing to optimize headlines, CTAs, images, format, and ad copy.
- Set up retargeting automation to reach users within hours of interacting with your website.
- Short videos for social media ads can re-engage users faster, with more detailed explanations than static images and copy.
What are the benefits of having an agency help with a retargeting marketing strategy?
IMEG has a leader in ad strategy for over 15 years, managing over a million dollars worth of paid advertising every year. We know the ins and outs of paid search optimization (and email retargeting strategy), so you don’t have to! Our team takes the guesswork out of your marketing strategy and helps you maximize your ROI for long-term success.
Ready to discuss retargeting strategies for your business?
As a full-service digital marketing agency, IMEG is ready to work with you as your retargeting agency and business growth partner. From Google retargeting and Facebook ads to other forms of paid search and email campaigns, we can help increase conversions, improve ROI, and get better results with your current marketing budget.
Connect with our digital marketing experts and let’s talk about retargeting strategies for your business. We have experience with small to large businesses, ecommerce, SaaS, service-based businesses, and more across a wide range of industries!
