A retargeting campaign can be a great way to advertise your business and see your click-through rates massively increase. But what exactly is a retargeting campaign? And how do you set one up?
Retargeting is all about engaging those people who have already visited your website or have engaged in your company in some way. They don’t necessarily have to have bought from you before but, thanks to cookie-based technology, businesses can tell who has visited their web pages and then direct advertising campaigns to these people so they might do the same again.
Potential customers need time to build trust in a brand and if the first time they weren’t convinced and left, retargeting is an excellent way of encouraging them to take a closer look, to offer them something they can’t refuse and ultimately to persuade them to buy your product or use your service.
Retargeting is thought to be one of the most effective ways to convert web traffic. With only 2% doing so when they visit first time around, successful retargeting can see that figure change hugely, and boost ad response by up to 400%.
So how do you set one up?
Retargeting is all about communicating with people who have already demonstrated they are interested in what you have to offer. Link retargeting is one of the simplest ways to help build your retargeting audience. Essentially all you have to do is create a great piece of readable, shareable content (though you could also use third-party content if you are time-poor) then use a platform such as RetargetLinks to shorten the content URL. Then post away sharing this link across all your platforms. Whoever clicks on that link will be added to your retargeting audience – it’s beautifully simple, right?
You need to make sure your ad displays to the right customers. You can use RetargetLinks to drag and drop your ads, and they will present them for you. They also handily let you sort your users into different groups so you can test different ads and work out what works best. You can also gather specific audiences depending on the kind of content you share. So if you wanted an audience of single moms, you could share an article that you know would appeal to them and ReTarget links will add all those who click on your content to your retargeting audience – then you know you have a list of single moms who are engaged and likely to be more receptive to your tailored advert for them.
Secondly, you need to make sure you have a strong landing page that a customer arrives on after they click on your banner ad. Doing so will ensure you optimize conversion rates. Your landing page should have a persuasive and clear call to action, the sole purpose of which should be to convert the user. You can create the landing page on your own website or use a platform such as Unbounce that is specifically set up for this type of campaign and has tried and tested template options to choose from. Make sure the page works well on both desktop and mobile and that you have analytics in place to track your conversions (Unbounce will do this automatically for you).
Using online banner makers to create your display ads can also make all the difference when it comes to setting up a successful retargeting campaign. The competition out there is high, and you need your ad to stand out.
Sites such as Bannersnack, Canva, and Snappa can help you get inspiration and create a slick, eye-catching ad that gets your business noticed.
Effective, high-converting banner ads can make a massive difference when it comes to click-through rates and sales conversions. So use the tips above to create a fantastic retargeting campaign today!
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