How to Fine Tune Your Retargeting
Retargeting is a valuable asset to your campaign, and even smaller companies should utilize it. It’s simple to build a list and point display advertising at your consumers, and indeed you’ll save money on whatever conversions you do pick up. Fine tuning those efforts will have a greater payoff, and will help you accomplish long term goals for your business like branding or greater conversions.
Here are some tips to help any marketers redefine his efforts at retargeting.
Start with What You Know
Data is the key to any successful retargeting effort. Not just data associated with your campaign, but across the board. What are consumers saying about your products on Facebook? What about bloggers and reviewers? You need to develop an all-encompassing viewpoint of your marketing efforts and zero-in on what consumers love about your products.
Those benefits are your greatest selling points, and the key to your retargeting efforts. Not just a repeat of what consumers already know, but take it one step further. Use cases can help illustrate the product benefits, told in rich media ads, or tag lines can help define the ideal use for the product. Use customer feedback, bounce rates and anything else you think might be relevant in helping to tune your retargeting to the audience that wants to see it.
Reach New Customers
Retargeting gives you the chance to find those consumers based on interests and keywords. Bidding on a targeted list, and then retargeting those consumers helps your banner advertising find fresh eyes outside of people that already recognize your brand. Try to bid on lower end keywords if you can, picking up some extra traffic for minimal investments.
Final Thoughts
The key to retargeting lies in understanding consumer behavior. The page views are cheap, but they still cost you money if you don’t know what to do with them. Retargeting allows you to further segment users, both new and old, based on pitches and alternative sales methods you’re not trying elsewhere. Retargeting should not be your only approach, but it can be one that is highly effective if you know how to hone it.
Bio: Ted Dhanik is the co-founder of engage:BDR, an ad exchange and self serve platform to buy advertising space. Ted Dhanik helped brand companies like MySpace.com through engaging display advertising. For tips on banner advertising, contact Ted Dhanik.