The Art of Retargeting
November 2, 2023
Picture this: You’ve partnered with us to create an eye-catching website or a killer ad campaign, and people are flocking to your site like bees to honey. But then, life happens, and they’re gone in the blink of an eye. Don’t worry, though! Retargeting is your secret weapon to get them back, and today, we’re spilling the beans on how we do it right. In a recent retargeting campaign for a client, we witnessed a remarkable 22% surge in leads within two weeks!
What is Retargeting, Anyway?
So, what exactly is this mystical beast called retargeting? Well, it’s like a boomerang for your potential customers. When someone visits your website, interacts with your social media posts, starts a form, or engages with your ads but doesn’t seal the deal, retargeting swoops in to give them a nudge in the right direction. Retargeting aligns with the “Rule of Seven,” a marketing principle emphasizing that potential customers typically require encountering your brand a minimum of seven times before making a purchase decision.
The Art of Staying Top of Mind
So how do we capture the attention of those already engaged with a brand?
Segment Like a Pro:
Not all visitors are the same, and you shouldn’t treat them as such. Segment your audience based on their interactions with your site. Did they check out your blog but didn’t explore the rest of your site? Did they start a form for a downloadable opt-in, but didn’t finish the form? Tailor your retargeting messages to match their interests and intent.
Timing is Everything:
Don’t pounce on your audience like an overenthusiastic puppy. Give them some space. Setting up retargeting ads with different time frames to match their journey could be a great idea. For instance, someone who visited your site a week ago might need a gentle reminder, while someone who just left might appreciate a more direct call to action.
The Power of Personalization:
Personalized messages are like a warm hug in the digital world. We use dynamic ads that show products they’ve viewed or even items related to their browsing history. It’s like saying, “We remember what you liked, and here’s more of it!”
A/B Testing Magic:
When the budget allows, we love to experiment with different ad creatives, headlines and calls to action. A/B testing is our secret sauce to find out what resonates most with the client’s audience.
The Endgame: Conversion
Ultimately, the goal of retargeting is to convert those curious clicks into loyal customers. Through platforms like LinkedIn, Google Ads, and Facebook, we employ various channels to effectively deliver retargeting ads to our audience. We keep a close eye on the ad performance, and aren’t afraid to pivot the strategy as needed. Remember, retargeting is a game of persistence and finesse.
Here at Fierce Creative Agency, we’re always eager to assist our partners in elevating their marketing game, and with retargeting, the possibilities are boundless!