Retargeting Ad Playbook: How To Maximize Conversions

If you’ve spent any time on the internet, you’ve likely seen ads that will follow you around all your digital travels. These ads are classified as “retargeted” advertisements and they help keep your brand fresh in the user’s mind. Utilizing retargeting ad strategies is also a great way to maximize your conversions. In this blog, we will break down the retargeting ad playbook and teach you how to effectively retarget ads. 

The Art Of Retargeting

Before diving into retargeting ad strategies, it’s important to understand how the art of retargeting works. When a user visits your site, the user will be displayed a retargeting pixel. This pixel/cookie (a piece of data) is then stored in a user’s account or browser that will allow networks to know that they’ve previously visited your site. 

These cookies, or pixels, are intuitive as they don’t just tell you who to target, but who not to target. For example, if there is a user who has already made a purchase on your site, they will not be retargeted in an effort to save money. 

How Retargeting Boosts Conversions

Whether a user finds your website through organic SEO, Facebook ads, or Google ads, this will allow a cookie to track their visit, if accepted. From there, users can continue to surf sites such as LinkedIn where they will be retargeted. Some of our favorite retargeting ads include:

  • Product/Service ads
  • Case Studies
  • Client Testimonials
  • Press releases about your company

Through these retargeted ads, potential clients are reminded of their desire to purchase from your company. It will lead them back to your website, maximizing the number of conversions you may have possibly missed. Another benefit of retargeting is that it’s a great return on investment (ROI). This is because you can focus advertising spending on clients you already know have interest, while cookies do the dirty work for you. 

Three Retargeting Segments To Consider

Retargeting has two main goals: to increase conversions and bring attention to your brand. In order to do so most effectively, here are three retargeting segment suggestions to consider:

  • By behavior: A website visitor can show two different behaviors, interested or not interested. Not interested are those who spend seconds on your site without clicking anything else. Interested users are those who browsed different pages or products on your site. These are the people who you want to retarget. 
  • By time: Finding a sweet spot for when visitors should see your retargeted ad is essential. If you wait too long, visitors will lose interest, but if you act too quickly, this can irritate visitors and give them a negative impression of your company. 
  • By existing customers: Although existing customers aren’t the target audience for retargeting, there is a time when it’s effective to retarget ads to them. For example, existing customers should see a retargeted ad after the release of a new product or pricing plan. This will peak their interest in returning to your site to see what you have to offer. 

Don’t Miss Out On Potential Conversions

Retargeting provides you with the opportunity to find the exact customer you’re looking for by giving you another chance to display your brand message. Companies who never take the time to look into retargeting are missing out on many potential conversions. 

Digital Mules can help you get the most out of your marketing efforts. By creating optimized retargeting ads and connecting them to dedicated post-click landing pages, we can help maximize your conversions. For more information on how our team can help with your digital marketing, contact us today! 

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