The Missing Manual For Retargeting, Part 1.
Retargeting can either irritate prospects or get them to come back like a boomerang.
As click cost continue to rise retargeting has never been as important in paid traffic as it is now.
Just like throwing a boomerang, to work, it has to be done with good technique.
This post is going to give you some smart techniques to use so you can make every click count.
I have even seen this methodology double the effectiveness of a websites retargeting results.
…Fundamentally there are two parts to retargeting:
a) What you show to visitors
b) What you say at the different times prospects see an ad.
This post will concentrate on a) with a future post handling b).
First up, let’s imagine that you have a page you are driving traffic to from multiple sources..
Some convert, some don’t.
For the ones don’t these are the three key variants I recommend.
- Send them back to the original page
This is typically where most retargeting strategies start and finish. You send them back to the original product or landing page (…and keep doing so) with the hope that at some point they are going to convert.
This strategy if not done right often ends up with prospects entering the irritated category as they become bored at the same thing following them around the web.
The way to stop this all comes down to the messaging, by providing different messaging each time they see an ad at different times during the days it is ran. (More to come on this in part B.)
Typically you want to focus on this variant for the first 4-7 days after a prospect hits the page. Remembering to exclude anyone who might be a convertor or outside of this window. As this is when the offer is fresh in there mind and has the highest probability to convert.
2. Send them to a related offer
…after a certain amount of time most prospects lose the motivation to convert. Maybe the price was too high, the value proposition wasn’t appealing or there was a mismatch between expected first click and what they saw.
This is where you can use a time-tested way to retarget users using a related offer that might be of more interest.
For example, someone looking for a new car may have clicked an ad and realised that this car guzzles down more fuel than is necessary. While the first page they may have visited didn’t appeal enough to book a test drive, retargeting with a different related car just might tick all the boxes they need to take action.
To do this retargeting variation first list out your high traffic pages. Second list out the related products or offers that someone visiting each page might be interested in. Then set up the structure in your ad managers to target those users with the related pages after the first 4-7 day window. This variant usually runs best in the 7-12 day window after first hitting your site.
3. Send them down stream of the funnel
… If the prospect still hasn’t converted yet, don’t fret – because we still have one last tool in the box to bring them in.
In this third variant we can send them down stream of the offer or lead gen magnet.
How this works is simple…
Imagine you sell a CRM software. To get prospects in your funnel you create an eBook about a CRM pain point and drive traffic to it. You might have already ran the previous two retargeting variants with a portion of the original traffic having still not converted. Instead of running the previous variations you would then run a retargeting campaign for a demo of the software.
To make this work the offer that you retarget with has to be the next logical step down the funnel. For example this wouldn’t work if you were trying sell an eCommerce product and then retargeted with an up-sell add-on that doesn’t work without the original product. However it can work if your product has already been added to the cart and the retargeted traffic is sent back to the checkout.
(Pro tip: If you are retargeting the bottom of the funnel you can use this variation in reverse to retarget up the funnel).
This variant is typically best ran in the 12-18 day window after the original site visit.
Now you have some action ready strategies to apply just remember to double check that your excluding converters and audiences in the right places when setting up.
Coming soon in part 2…
Exactly what to say in the messaging.
Repeating angles causes banner blindness. But when apply copywriting template to differentiate the ads during each impression you will be able to cut through.