Retargeting ads are a powerful tool in your digital marketing toolbox. They allow you to interact with customers who are at different stages of your sales funnel, so your business stays top of mind. Think about different times you’ve seen a familiar ad while you’re browsing through the internet. That sense of familiarity makes you more likely to purchase that product or service.
This is great for all kinds of products and services, but particularly helpful for B2B sales, where customers often take weeks or even months to commit to a contract. With retargeting ads, you can segment your customers into different levels of interest, from people who have barely interacted with your brand to people who have been loyal customers.
The possibilities are endless! That’s why we’ve made these basic tips and tricks to make sure that your retargeting ads are effective.
Set up your retargeting
This is the easy part. Every digital advertising platform has some form of trackable pixel that you can install into your website. This bridges the ad platform to your site, so that you can monitor how well the ads perform based on final conversions.
Whether you’re running Facebook, Google, Twitter, or whichever kind of digital ad, just check the back end for a simple html code to install into your website. Once the code is in, a whole world of tracking opens up! You can now segment your audience based on how they have interacted with your website. While the possibilities are endless, here are some examples you can start with:
- People who have visited your website
- People who have viewed specific products on your website
- People who have purchased your products
Ideally, when someone lands on your website, you want them to go all the way to purchasing your product. However, we all know that most people take a little bit more convincing. Tracking your potential customers through these three different stages, allows you to tailor your messaging to nudge them onto the next step.
Figure out your customer journey
An effective campaign always comes back to understanding your customers! After clicking on your digital ad, they will enter the “consideration” stage of their customer journey. Often, this is the longest stage, because people spend time reading reviews, comparing competitors, or just wondering if they need the service at all.
Talk to your current customers and find out what they valued most while they were mulling it all over.
Sometimes what you think is most important, doesn’t align exactly with what the market thinks is most important. This could be by design, but it never hurts to check in with your customer base.
Get strategic with several campaigns
Now that you’re all set up, you can get creative and strategic! Test out different messaging with your segments. Remember that with digital advertising, the algorithms pick the best performing ad to show, so doing 2-3 variations gives you the best chance of finding the winning combination of copy, image, and target audience.