There is a high cost of time and money to attract the right audience to your website and social profiles, not to mention convert them into an initial inquiry or lead.
Yet, the vast majority of practices that ask me to evaluate their online marketing continue to either: 1) not invest in retargeting, or 2) don’t do it effectively. They waste time and money, and eventually say it doesn’t work.
If this is your practice, or you feel you can always improve (I love collaborating with entrepreneurs!), then this article is for you.
7 Tips To Get More From Your Branded Audience – Retarget With A Purpose!
All the targeting in the world won’t change the fact that you spend the vast majority of your marketing and advertising dollars reaching audiences that never turn into customers, or even leads. Even people that may have an interest or a potential need you can fulfill may not be ready to engage or take action to resolve it at this point. (Got Low Conversions?)
What is Successful Marketing?
If your target marketing has separated interested individuals from the rest of the consumer marketplace, your initial efforts were successful. Just getting them to your website or social media platform is a win!
You now need to take the steps to move them through the decision-making funnel. The following are some retargeting “best practices” to help you turn them into leads and eventually clients; and tips to save money doing it.
- Segment Your Campaigns – By segmenting your audience, you can customize ad messages to users at different stages of the sales funnel or those with unique interests. Invest in a more planned and executed retargeting campaign and you will deliver more relevant offers and resources to the right people. The process is simple. Place different retargeting pixels on key, high-priority service pages of your site and craft more specific ads based on their engagement level. Keep in mind, deeper level page visitors are likely at a later stage in the decision-making process than someone that just visits the home page.
- Develop A Creative Rotation – Coming from the television and radio advertising industry, I am a strong believer in developing a variety of creative for a number of reasons: a) even the best ads go stale (a study by ReTargeter showed a 50% drop off after 5 months), b) different people react and respond to different creative and c) you can’t A/B test messaging with just one ad.
- Fine Tune Your Targeting – To avoid wasting valuable impressions and exposure to people that really are not relevant to your campaign, take extra steps to incorporate demographic, geographic and contextual considerations in your retargeting campaign. I continually notify practices that request a marketing consultation to turn off ads to users outside their market area. When they say “I think we do that,” I let them know I am getting fed their ads, and I am in a different state!
- Focus on the Engaged: Time Spent – Engagement is a great barometer to gauge the stage of the buying cycle of your visitors. Use your Google Analytics data to determine what makes for a more engaged visitor to your site and set up retargeting campaigns that incorporate engagement level. For instance, if a visitor in the before and after gallery or on an awards and settlements page is there for a long time, it may make sense to have specific campaigns for that user. At the same time, you also don’t want to waste a lot of retargeting dollars on visitors that spend less than 10 seconds on your site. In many cases, Google Analytics may show these low-level engagements makes up a large number of visitors that you are likely wasting money to continually reach.
- More Engaged: Number of Visits – In addition to the time spent, identifying those who visit more frequently can also be a great means of targeting audiences that have a stronger interest in your services. You may want to create even stronger calls to action and campaigns for users that visit your site multiple times within 10 days, that you may not want to promote universally.
- Exclude Customers That Already Purchased – Continually following people who have already purchased with ads may not only be a waste of money, but you may also turn them off. For practices that may want to suspend retargeting them, this process is very easy. Create a list of email or phone numbers of customers and/or family and friends you want suppressed from your retargeting campaign. Set them up in a CSV or TXT file and use it to create a Customer List in the Custom Audience section, where you can exclude them from your retargeting campaign.
- Limit Your Frequency – Much like the need to have a variety of creative (see above), there is a point where low-engagement users that had a passing curiosity will become overexposed to your ads. This will decrease the performance of your retargeting campaign. In addition, overwhelming tagged users may even create a negative affiliation to your practice and online brand. Instituting a frequency cap in your campaign will limit the number of time a visitor will see your ads. The type of services and products you offer, as well as the type of customer you are targeting can help determine the frequency cap of your campaign. Services that possess a strong and immediate sense of urgency with a short window of time to resolve will have a lower cap number than a service whose customers go through a much longer buying cycle.
These are just a few of a wide number of strategies to improve the effectiveness of your retargeting efforts. If you want a free evaluation of your retargeting efforts, would like help getting started, call us at (303) 233-3886, or just Email Us.