Retargeting is done to encourage the past visitors to make a purchase or to visitors who didn’t purchase in their previous visits.
Not many users who are visiting your website for the first time will make a purchase. On an average shopper make 9 visits to a retailer’s website before deciding to buy. You need to make those users who didn’t purchase, to come back to your website and make a purchase.
Retargeting helps to increase your conversion rate. It is a technique that follows users who have previously visited your website but left without converting and engage them in such a way that visitors make a purchase. Visitors who retargeted are 70% more likely to convert.
It is not a general ad targeted to all the visitors instead, it is a highly-specific ad targeted to the right users. Retargeting requires proper strategy before implementing, if you are not getting any result from retargeting, you might have made some mistake or missed some key elements.
Here are four retargeting mistakes you might be making and how to fix them.
Bombarding users with ads
If you overload your visitors/customers with too many ads, you’ll end up irritating them. Imagine, anywhere you go you are being followed and has the same ad shown to you, it would irritate you. That’s how your customers feel if you bombard them with too many ads.
Your intention is to encourage them to buy instead of annoying them. While sending too many ads, you are definitely annoying them and the effectiveness of retargeting will also be reduced. Generally, it considered spam and the chances of you to mark as spam increases.
To avoid this retargeting mistakes, use a frequency to set the number of times an ad is displayed to your visitors. This will remove the risk of being mark as spam, positively increase user engagement and maintain your brand trustworthiness.
Not segmenting your audience
If you don’t segment your audience based on certain criteria your retargeting efforts will go into the vein. Segmentation can be done on the basis of the demographic factor, psychographic factor, or condition like-who never purchase vs who has purchased, number of times the user visited your profile, etc.
If someone has purchased a product, you can target them with an ad to upsell to them or re-ordering but make sure don’t irritate them with too many ads.
Retargeting allows you to show ads based on user personal interests, their past purchase or past activity on your website.
For example, a customer who has visited your men’s footwear page multiple times should not be targeted with an ad for women’s dresses. This is absolutely a wrong retargeting, you’ll miss out the chance to sell them the product they showed interest in.
Not switching up your ads
If you are running the same ad repeatedly, your ads are eventually going to fade among your audience and they will become blind to them. The consumer will get bored easily if an ad never changes and over time click-through rates will decrease.
You need to change your ad at a certain interval to keep them fresh. Run different ads to keep users engaged, even simply switching up the photos of your content can be effective. It’s also important to use different ads across different platforms to keep users on their toes.
Lack of Customization
Segmentation will not be effective alone. Along with the segmentation, you have to customized ads for each segment too. Different people have different areas of interest and they respond to different messages.
Therefore you need to design an ad keeping your audience’s interest in mind. If you are not doing so (customizing based on different occasions and holidays) you’re missing out lots of conversion opportunities.
The aim behind retargeting is to convince your audience to return to you and make a purchase.
Make sure to customize your landing page. You need to customize because it doesn’t mean any sense that a user clicks on a customized ad and land on a generic landing page. It will confuse customers and lead to loss of sales.
Now that you know what retargeting mistakes you are making and how to fix them, start recapturing the users’ attention that you would have lost before.