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Stay Top Of Mind With Retargeting Paid Ads

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Stay Top Of Mind With Retargeting Paid Ads

Retargeting Paid Ads
Do you ever feel stuck and confused when working with retargeting paid ads?
So many technical challenges, ad fatigue, data tracking dilemmas, content creation blockades, and even budget constraints come with it.
If you’re feeling the same thing, I’m here to tell you that- you are not alone.
Many businesses find themselves at a crossroads, confused about how to navigate the intricacies and complexities of retargeting and marketing.
But fear not. I created this blog to serve as a resource for you to handle the grappling issues of ad fatigue and low ROI you’re facing.
It’s about time that you learn the ins and outs of retargeting paid ads and realize that it’s not as overwhelming as you think!
If you want to dive deeper into this topic to help you reach your target audiences better, you might want to check out our recent podcast episode.
Get ready to unravel the secrets of supercharging your business growth with retargeting and remarketing strategies!

What Are Retargeting Paid Ads?

Retargeting paid ads, also known as remarketing, is a form of online advertising that allows businesses to target users who have previously interacted with their website or app.

These retargeting campaigns are displayed to users as they browse other websites or use other apps, and they can be a very effective way to recapture potential leads or customers who have shown interest in your products or services.

Dynamic retargeting ads are a great way to bring your brand out there and increase your chances of increasing your ROI.

How Retargeting Campaigns Work

Retargeting is done by placing a cookie on the user’s computer when they visit the website or app. This third-party cookie can then track the user’s activity across the web and show them relevant ads.

There are a few different ways to retarget people, including:

  • Pixel-based retargeting
  • List-based retargeting
  • Social media retargeting
Pixel-Based Retargeting

Pixel-based retargeting or website retargeting is a method that uses a small piece of code called a “pixel” to track users and other custom audiences who have visited your website.

The pixel is placed on a page on your website, and it records information about the user’s visit, such as the pages they visited and the products they viewed. This information is then used to show the user relevant ads on other websites that they visit.

Example: Sam has been browsing online for a new yoga mat. He visits several websites, including YogaMats.com, and compares prices and features. He doesn’t buy a yoga mat immediately, but YogaMats.com has placed a pixel on his computer. This pixel tracks Sam’s activity across the web, and YogaMats.com starts showing him ads for yoga mats on other websites he visits.
List-Based Retargeting

List-based retargeting is a method of retargeting that uses a list of email addresses or phone numbers to target ads.

This remarketing list can be created for customers who have purchased from the business in the past, signed up for a newsletter, or abandoned their shopping carts. The business can then use this list to show ads to these people on other websites or apps.

A list-based retargeting works well when you re-engage with previous customers and leads. It’s a personalized approach you can’t overlook when working on your retargeting goal and advertising strategy!

Example: Sam signs up for an email newsletter from YogaMats.com. YogaMats.com adds Sam’s email address to its list of potential customers. A few days later, YogaMats.com sends Sam an email about a sale on yoga mats. The email includes a link to the YogaMats.com website. Sam clicks on the link and buys a yoga mat.
Social Media Retargeting

Social media retargeting is an advertising effort of retargeting that uses social media platforms and profiles to target ads.

The advertising campaigns you do can be shown to people and your social network who have liked or followed the business’s page or interacted with the business’s ads.

Retargeting can effectively reach people or previous visitors who have already shown interest in your business. It can help you increase brand awareness, drive traffic to your website, and improve conversion rates.

Social media retargeting focuses on engaging your ads to people already familiar with your brand. Leverage your warm leads – those engaged with your social accounts, messages, or past ads. Strengthen connections and guide leads down the sales funnel.

Example: Sam, one of your retargeting audience, follows YogaMats.com on Facebook. YogaMats.com runs a Facebook Advertising that targets people who like its page. Sam sees the ad and clicks on it. The ad takes him to the YogaMats.com website, where he buys a yoga mat.
Email Retargeting

Email retargeting is one of the remarketing campaigns that involves sending emails to an email list who have previously interacted with your brand.

This retargeting platform could include people who have visited your website, signed up for your email list, or abandoned their shopping carts. The goal of email retargeting is to re-engage these people and encourage them to take action, such as completing a purchase or signing up for a service.

There are a few different ways to use email retargeting  as one of your business’ retargeting strategies:

  • Product retargeting: This type of retargeting sends emails to people about products they have viewed or abandoned in their shopping carts.
  • Behavior retargeting: This type of retargeting sends emails to people based on their online behavior, such as the pages they have visited or the links they have clicked.
  • CRM retargeting: This type of retargeting sends emails to people based on their interactions with your customer relationship management (CRM) system, such as their purchase history or support tickets.

Email retargeting can be an effective marketing strategy to increase brand awareness, drive traffic to your website, and bring more ads to users.

It can also be used to nurture leads and encourage repeat business.

Email retargeting targets users who engaged with your emails but didn’t convert. Sync your email marketing tool with Meta Ad accounts (Facebook Advertising, Instagram Advertising) for seamless integration. This will make putting our relevant products to your potential customers easier. Thus increasing profit chances for your sales cycle.

Example: Sam abandons his shopping cart on YogaMats.com. YogaMats.com sends Sam an email reminding him of the yoga mat he left in his cart. The email includes a link to the yoga mat product page. Sam clicks on the link and buys the yoga mat.

How To Create Compelling Retargeting Content?

Creating compelling retargeting content is crucial for nurturing and increasing trust between visitors and brands.

It allows the brand to stay top of mind and build a relationship with potential customers who have already shown interest in their products or services.

This can lead to increased brand loyalty and, ultimately, higher conversion rates.


Educate Visitors About The Brand

For industries with long buying cycles, content retargeting works particularly well because it allows the brand to engage with the visitor over some time continually.

The goal is to educate visitors about the brand, products, and industry rather than focusing solely on direct conversions. This approach helps build trust and credibility, as visitors feel more informed and empowered to purchase.


Provide Valuable & Informative Information

By providing valuable and informative content through retargeting efforts to your retargeting, brands can position themselves as a trustworthy and reliable source of information, ultimately increasing the likelihood of the visitor becoming a customer in the long run.

The key is to create content that is compelling, engaging, relevant, and valuable to the visitor’s needs and interests.


The Power Of Personalization

Creating compelling retargeting content requires a personal touch.

Segment your retargeting audience and tailor your message to resonate with their unique needs.

Like in a skincare aisle, one product can have varied messaging for different age groups. Know your retargeting audience and speak their language.


Incentives And Offers

Sweeten the deal by offering incentives like discounts, freebies, or gift cards. Entice your leads to return and make that purchase. Tip the scale in your favor and watch your retargeting efforts yield fruitful results.

You want to be on the right platform. At the right time, share the right messaging. That’s how you SCALE.


What Are Some Of The Advanced Advertising Strategies?

Let’s learn about advanced targeting, where precision meets personalization!

Beyond demographics and interests, let’s explore behavioral targeting, lookalike audiences, and cross-targeting.

In this section, you will learn how to connect strategies from different platforms, ensuring you’re where your audience needs you.

Advanced advertising strategies involve leveraging sophisticated techniques and data-driven insights to maximize the effectiveness of advertising campaigns. These strategies go beyond basic targeting and ad creation, combining Google Ads and Google Analytics to optimize campaigns and achieve specific marketing goals.


Audience Targeting And Segmentation

Advanced audience targeting involves identifying and reaching highly specific groups of potential customers based on their demographics, interests, behaviors, and online activities.

This granular targeting ensures that ads are displayed to the most relevant audience, increasing the likelihood of engagement and conversions.

Google Ads offers various targeting options, including:

  • Demographic targeting: Reach users based on age, gender, location, parental status, and household income.
  • Interest targeting: Target users based on their search history, website browsing behavior, and interests inferred from their online activities.
  • Remarketing targeting: Target users who have previously interacted with your website or app, abandoned their shopping carts or shown interest in specific products or services.

Google Analytics provides valuable insights into user behavior, enabling you to create custom segments based on user engagement, purchase history, and website interactions.

These custom segments can be leveraged for highly targeted Google Ads campaigns.

Don’t spend all day on social. Figure out how to write ads. Put them in front of the right people. Automate the rest.


Bid Optimization Strategies

Advanced bidding strategies go beyond manual bidding, employing algorithms and machine learning to optimize bids in real time based on various factors, including user intent, device type, and ad position.

This dynamic bidding approach maximizes the likelihood of conversions while ensuring efficient ad spend.

Google Ads offers various bidding strategies, including:
  • Target ROAS bidding: Set a target return on ad spend (ROAS) and let Google Ads adjust bids to achieve that goal.
  • Target CPA bidding: Set a target cost-per-acquisition (CPA) and let Google Ads adjust bids to acquire customers at that cost.
  • Maximize conversions bidding: Maximize the number of conversions within your budget.

Google Analytics data can be integrated with Google Ads to inform bidding strategies.

For instance, conversion tracking data can identify high-value conversion segments, allowing you to focus bids on users more likely to convert.


Cross-Channel Campaign Integration

Advanced advertising strategies consider the user journey across multiple channels, ensuring a cohesive and consistent brand experience.

This integrated approach involves coordinating messaging, ad formats, and targeting across various channels, such as search, display, social media, and email.

Google Ads and Google Analytics can be used to track and measure the effectiveness of cross-channel campaigns.

By linking Google Ads campaigns with Google Analytics data, you can gain insights into user behavior across channels, identify attribution models, and optimize campaigns for multi-touchpoint conversions.


Data-Driven Attribution Modeling

Advanced advertising strategies employ attribution modeling to understand the contribution of different touchpoints along the user journey, leading to a conversion.

This understanding allows for refined campaign optimization and resource allocation.

Google Ads offers various attribution models, including:
  • Last-click attribution: Attributes the conversion to the last ad interaction before the conversion.
  • First-click attribution: Attributes the conversion to the first ad interaction in the user journey.
  • Linear attribution: Distributes conversion credit evenly across all ad interactions.
  • Data-driven attribution: Uses machine learning to assign conversion credits based on historical data and user behavior patterns.

Google Analytics provides data on user interactions across channels, allowing you to compare attribution models and select the one that best reflects your business goals.

Experimentation And A/B Testing

Advanced advertising strategies involve continuous experimentation and A/B testing to identify the most effective ad creatives, targeting options, and bidding strategies.

This data-driven approach ensures that campaigns are constantly optimized for performance.

Google Ads and Google Analytics provide tools for A/B testing, allowing you to compare different versions of ads, landing pages, and targeting parameters.

By measuring the impact of these variations, you can make data-driven decisions to improve campaign performance.


Retargeting vs Remarketing

Did you know that it’s not a surprise to how “retargeting” and “remarketing” are often used interchangeably?

In this section, we will know the difference between the two:
  • Retargeting is a form of online advertising that uses third-party cookies to track users who have previously visited a website or app. These ads are then displayed to users browsing other websites or using other apps. Retargeting is often used to remind users of products or services they have shown interest in or to encourage them to complete a purchase.
  • Remarketing, on the other hand, is a broader term encompassing any marketing strategy that aims to re-engage with potential customers who have already shown interest in a product or service. This can include retargeting, but it can also include other methods such as email marketing, social media marketing, and direct mail.

In other words, all retargeting is remarketing, but not all remarketing is retargeting.

See Also

8 Tips for Optimizing Your Sales Page and Maximizing Conversions

What Are The Goals Of Retargeting Paid Ads?

Retargeting paid ads serves several crucial goals, each contributing to the overall success of your advertising strategy. Here are the primary goals of retargeting paid ads:


Re-Engagement

The fundamental goal of retargeting is to re-engage users who have previously interacted with your website, emails, or other content but did not take the desired action, such as making a purchase. By showing targeted ads to these users, you aim to bring them back into the sales funnel and optimize your conversion campaign better.


Conversion Optimization

Retargeting is a powerful tool for your conversion goals. It focuses on users who have already shown interest in your products or services, increasing the likelihood of converting them into customers. This is particularly valuable for e-commerce businesses aiming to recover abandoned carts or complete a sale.


Brand Recall And Recognition

Consistent exposure to your brand through retargeting reinforces brand recall. Users who see your ads repeatedly are more likely to remember your brand when they are ready to purchase. This helps establish brand recognition and trust.


Reducing Ad Fatigue

Ad fatigue occurs when users become tired of seeing the same ad repeatedly. Retargeting allows you to diversify your ad content, ensuring users see relevant and engaging content. This helps mitigate ad fatigue and keeps your brand fresh in the minds of your target audience.


Personalization

Retargeting enables you to deliver personalized content based on users’ previous interactions with your brand. This personalization increases the relevance of your ads, making them more likely to resonate with users and prompt them to take the desired action.


Cart Abandonment Recovery

For e-commerce businesses, one common use of retargeting is to recover abandoned shopping carts. Users who added items to their cart but did not complete the purchase can be targeted with ads reminding them of the items and potentially offering incentives to complete the transaction.


Maximizing Customer Lifetime Value

Retargeting isn’t just about acquiring new customers; it’s also about maximizing the value of existing ones. By keeping your brand in front of current customers, you encourage repeat purchases and contribute to a higher customer lifetime value.


Cross-Selling And Up-Selling

Retargeting allows you to showcase additional products or services to already purchased users. This cross-selling and up-selling strategy can boost average transaction values and increase overall revenue.


Building Audience Segmentation

Through retargeting, you can gather data on user behavior and preferences. This data can be leveraged to create more refined audience segments, enabling you to tailor future advertising campaigns even more effectively.


Cost-Effective Marketing

Retargeting is often more cost-effective than acquiring new customers. Since you’re targeting users who have already expressed interest, the conversion cost can be lower than reaching entirely new audiences.


What Are The Advantages Of Retargeting?

Retargeting offers several advantages for businesses looking to enhance their digital marketing efforts and improve overall conversion rates. Here are some key advantages of retargeting:


Increased Conversion Rates

One of the primary benefits of retargeting is its ability to boost conversion rates. By targeting users who have already shown interest in your products or services, you’re more likely to re-engage them and guide them toward purchasing.


Enhanced Brand Recall

Retargeting paid ads helps reinforce brand recall by keeping your brand in front of users who have visited your website or interacted with your content. This increased visibility contributes to better brand recognition and trust.


Customized Messaging

Retargeting allows you to deliver personalized and relevant content to specific audience segments. This customization is based on user’s previous interactions with your brand, increasing the chances of resonating with their needs and preferences.


Reduced Ad Fatigue

Ad fatigue occurs when users repeatedly see the same ad, leading to decreased effectiveness. Retargeting helps combat ad fatigue by providing opportunities to display different creatives and messages to keep the content fresh and engaging.


Cart Abandonment Recovery

For e-commerce businesses, retargeting is an effective tool for recovering abandoned shopping carts. Cart abandoners who added items to their cart but didn’t complete the purchase can be targeted with ads to remind them and encourage them to finalize the transaction.


Cost-Effective Advertising

Retargeting can be more cost-effective than acquiring new customers. Since you’re targeting a warm audience—users familiar with your brand with different advertising platforms—the conversion cost is often lower than reaching entirely new prospects.


Improved ROI On Advertising Spend

Due to its ability to increase conversion rates and reduce ad fatigue, retargeting typically results in a higher return on investment (ROI) for your advertising spend. This makes it a valuable component of a comprehensive digital marketing strategy.


Audience Segmentation

Retargeting allows you to segment your audience based on their behavior and interactions with your brand. This segmentation enables you to tailor your retargeting campaigns, delivering more personalized content to specific groups.


Cross-Selling And Up-Selling Opportunities

By targeting existing customers with complementary products or upgrades, retargeting provides opportunities for cross-selling and up-selling. This can lead to increased average transaction values and overall revenue.


Customer Engagement And Loyalty

Continuously engaging with your audience through retargeting efforts helps build customer loyalty. By staying top-of-mind, you encourage repeat business and foster a long-term relationship with your customers.


Data Collection For Optimization

You collect valuable data on user behavior, preferences, and interactions through retargeting campaigns. This data can be analyzed to optimize your future retargeting efforts and digital marketing strategy.


The Bottomline

And there you have it!

We’ve journeyed through the intricacies of crafting impactful Retargeting Paid ads.

From ad copy to advanced targeting, we’ve covered it all.

Remember, understanding your audience is the key to success. Now, armed with these strategies, go out there, make your mark, and watch your business soar to new heights.

If you want to learn more about how you can leverage retargeting paid ads for your business, listen to our YouTube video here:
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See you next week to discuss more ways to scale your business. Happy retargeting!

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