We have heard a lot about the benefits of retargeting: automated-process, precise targeting, great ROI and many more advantages. But in your excitement to make your business grow and to launch your first retargeting campaigns, some common mistakes can be made – here are a couple you can easily avoid.
Overloading users with your ads
Number one sin of retargeting is overloading your potential customers with your ads. In fact, a clear majority of people say they are less likely to purchase a product or to associate with a brand if they feel like they are bombarded by ads from that company. That’s because one of two things will happen: either your customers will feel like they are being stalked, or they will develop a case of banner blindness, meaning they will start overlooking your ads as they will blend in the background.
A good way to control that is to add a frequency cap to your campaign, thus limiting the number of times a potential customer will be served your ad. Because let’s face it, not every customer visiting your site is ready to immediately make a purchase, so you don’t want to bore them with your ads right off the bat. Experts agree to say that a good number of ads to serve would be one every other day per user but not more than 20 per month – that way, your brand stays top-of-mind but avoids becoming creepy or stalkerish.
Retargeting converted customers
Retargeting converted customers is a close second in the major Don’ts of retargeting. Nothing is more annoying than being served an ad after you’ve made the purchase – and you obviously want to keep your customers happy.
And there’s really no reason that this should happen as you can simply integrate a “burn pixel” to your post-transaction page, marking the customer as “converted” and automatically removing them from the targeted audience list. The process is simple, low-cost and will contribute to creating a positive association with your brand.
Neglecting and re-using creatives
Your creative is the most crucial part of your campaign and will highly factor into its success. So you want it to look good – that means bold colors, well-branded and clear calls to action. Do you have it? Great! Now, while it might have been really successful for some time, it shouldn’t be overplayed. In fact, the life span of a strong ad is around 3 or 4 months. After that, CTR tends to decrease significantly and your customers will tend to lose interest as your ad will blend into the background and be ignored by your audience.
To optimize the success of your retargeting campaigns, A/B testing is usually a good way to go about it. It allows you to test out which works best in what market and adjust your strategy accordingly, plus, it will avoid your ads being overlooked too quickly by your customers.
Choosing more than one retargeting platform
Choosing multiple platforms can be very effective BUT, in no case should you use the same data on both. The reason is simple: as the different platforms work separately, using the same data would inevitably lead to overbearing your users with the same ads. And we’ve already seen why that’s no good.
If you are just starting out with retargeting campaigns, you are better off using one easy-to-use platform that will guide you through the process and will allow you to test out the waters. Now, many platforms demand a minimum charge to launch a campaign or a certain level of traffic – but if you have never worked with retargeting campaigns before, you might be hesitant to invest too much money. Some platforms, like mypixel, are flexible and can help you get started as it requires no minimum budget.
Failing to measure your campaign’s success
As we have seen, retargeting has is a lot of trial and error when you get started. Testing out creatives, choosing which of your pages to cookie, segmenting your audience, those are all variables that you must test out before finding that perfect recipe! But to get there, you have to be able to analyze your performance and adjust your strategy to maximize your ads’ success.
Most retargeting platforms allow you to view your ads’ performance day by day and give you access to data such as your click-through-rate and your conversion rate. It’s important for you to report on these metrics as they will help you understand what you’re doing well and what doesn’t work out, thus allowing you to optimize your strategy.
Avoiding these mistakes can make the difference between a highly successful campaign and one that neither performs nor reaches your goals. A well-planned retargeting campaign has great potential to nurture your customers and generate a positive relationship between your audience and your brand, thus creating new loyal customers. Just keep in mind that for a retargeting campaign to be effective, you do need a steady flow of fresh traffic as retargeting works only on users who have visited your website before. Check out this article if you need a little refresher on how retargeting works!