Your marketing channels may have brought customers to your website, but then they leave without converting. What next? This is where retargeting comes in. Retargeting refers to where you are able to remind your customers of your services and products if they left your website without taking any action. It allows you to remind your customers of what you have to offer through ads when they visit other websites. Munro Agency offers retargeting software that makes your remarketing efforts more efficient in getting conversions.
Digital Advertising Best Practices
Remarketing can only be as good as your digital advertising practices. Here are some of the digital advertising best practices that work hand in hand with retargeting software to bring you the best outcomes:
Web Ad Basics
When it comes to web advertisements, remember that you are creating and serving ads to people in their browsers and social environments on their mobile phones. These basics should help you create ads that make a difference:
Creating and running multiple ads and ad types
You should aim to create a variety of ads and ad types depending on your target audience. They should have different themes and ideas. The content should also be unique to each ad.
A/B test content
You want to be aware of what is working when it comes to running web ads. You can do this through A/B concepts where you deliver multiple ads and look at the ones that are performing better than others.
Evaluate Ad Success
Ad success is an important aspect to look at when running campaigns. You need to look at where the impact is being felt and adjust your content accordingly.
Update ad’s every 2 to 3 months
This is a sort of ‘rinse and repeat’ concept where you can look at what is working and what is not. Keep your ads up to date by updating content every 2 to 3 months.
Keep ads relevant
Everything in remarketing has a lifespan so making sure that the cycle has a beginning and end will result in a much higher performance from the ads you are serving.
Creating Ads that work
Running relevant ads
Make sure that your ads are living in the moment that they are being served in. Some ideas for the type of things you can use for retargeting include:
Such as webinars and other things that people stay connected to.
You can weave this into your ad spend/ ad ideas since people will pay more attention.
When you are expanding what you’re doing, you can incorporate special scenes.
Recommended Ad Types
These include banner ads, social ads and dynamic banners.
Banner ads. Create banner ads to retarget lost customers across all major display exchanges. These ads sizes include 300×250, 728×90, 160×600, and 970×250 among others.
Social ads. Create social ads to retarget lost customers across social media channels such as Facebook, Instagram, LinkedIn etc.
Dynamic banners. Bring back shoppers by showing them ads featuring the actual products they viewed across all the major display exchanges. These ads sizes include 300×250, 728×90, 300×600 and 160×600. Make sure you import a product feed before creating an ad.
The best choices for ads are banners and here are best practices when using banners:
- Include at least 2 ads that are 300×250 in size. These are the most common ads sizes used, which means that they are more apt to result in successful performance.
- Include at least 2 ads that are 728×90. These are also very common and have a higher viability for landing.
- Don’t use more than 10-12 total ads. Top Performing Ads
Are not ‘generic’
You want to avoid making things that are ‘generic’. You should seek to have content that really represents your voice. The benefit of using this software is that it allows you to stay in front of your audience. When they are navigating to different sites you will be able to stay in front of them in a whole new dynamic. Your ads shouldn’t blend in. Instead, they should pop out to your audience.
Have a Call to Action
The purpose of an ad is that it will lead to a certain action. Have a Call to Action (CTA) that will lead to conversions.
Have a question
Don’t just state facts on your ad. Try to engage people and interact with them. Asking a question is a great way to build your advertisements.
Incentives are a great way to capture the attention of your audience. For best results, have a time based incentive such as an offer that ends in 30 days. You could also have a sales based incentive where you have a discount on specific items.
Targeting your Perfect Audience
Tag every page for future campaigning
You will create audiences once you get into the retargeting software and that is how you will deliver ads. Tag your entire domain so that it can produce those types of audiences.
Use these pages to create audience categories
These are the people you are serving the ads to. Retargeting software has made this so much easier since it is done automatically.
Exclude those who convert from seeing the ads further
One of the key components of the remarketing platform is the concept of exclusion. This is where people are taken out of a flow once they have achieved a certain behavior or a certain engagement. Once the audience takes a certain action, then they are excluded. This helps you get the most out of your marketing strategy.
Define a duration for the audience to be targeted
Only run campaigns for 2 to 3 months at a time before you update them. However, you also need to define durations for the audiences that are being targeted. It allows you to keep things fresh and you can make sure that the ads that you are servicing speak with the time they are being engaged with.
Implementing Remarketing In-App Walk Through
This is one of the retargeting software that Munro Agency offers. Understanding the concepts of this platform is something that you can do in just an hour. The app is quite simple and has some marketing ideas that should be familiar in general. When using the app, you can choose to launch it directly out of SharpSpring. The benefit of doing this is that it will merge with the tracking code that SharpSpring uses on your website, and you will be able to get audiences into the app and you can begin segmenting for the purpose of retargeting. It will also take all the tracked domains you have in SharpSpring and migrate them over to your software account once you launch it. If you are on SharpSpring and you want to merge with your Perfect Audience account, you can click on ‘Launch Perfect Audience’ and it will directly take you to the remarketing platform. The vice versa of this applies if you are in the platform, and would like to go to the SharpSpring page.
On the platform homepage, you will be able to see the domains being tracked on this advertiser page. There is some high level information on each domain on how many campaigns are being run, how many audiences have been established so far, how many ads you have so far, clicks, conversions and also impressions. Impressions mean that the ad was served to a browser of an individual.
When you click on the domain you are interested in, you will see more information on the campaigns that are being run for this domain. You can sort this based on the types of campaigns, where you can zero-in on specific campaigns. If you want a comprehensive overview of the domain activities then you can run a report on all campaign activities.
At the top of this page, you will see a ‘Launch new campaign’ button that gives you a drop down of options that include: mobile app campaign, web campaign, Facebook campaign, dynamic Facebook campaign, dynamic web campaign and twitter campaign. Our focus here is on ‘Web Campaign’, which is the most common of all the campaigns. Click on ‘Web Campaign’ and it takes you to a page that has three steps into setting up your web campaign. The steps are targeting, select ads, and campaign details.
The first thing once you launch the remarketing platform is that you will start to build audiences. These are people you are aiming to retarget to. Under targeting, the ‘All audiences’ segment will be automatically generated. You want to identify the audience based on activity for relevance purposes. Under targeting click on ‘Create new audience’ to set up your audience. There are two options which are ‘Single audience’ for one audience and ‘Audience Batch’ which is for uploading audiences in bulk.
Click on ‘Single audience’ to create the new audience. If you have different product lines then you can choose to focus on each product for the best outcome. The audience name is your target audience and the duration here is the number of days that the chosen target audience remains as part of your audience. 1 to 90 days is the best time frame for each ad. Also fill in the method, which is based on the page that is visited. The methods are the audience qualifications you can use such as path, querystring, event, email, and regular expression.
Our example is based on the path option where we will use our pricing page domain. This will add the target audience to the audience list. To avoid targeting people who have already converted, you can create an additional audience and leave the duration slot as blank. For the ‘method’ part, you can fill in the path as your thank you page domain. Once you have generated your audiences, you can either target or exclude them from your campaigns. To exclude people who have converted from your target audience, you can exclude the audiences that have visited your thankyou page, which means they have taken action.
There are other in depth targeting options in the targeting section that you can set up for targeting that is more specific. The next step is selecting the type of advertisements that you want to run. Under the ‘Select ads’ section, click on ‘Create new ad’. This will take you to the page below, where you can select the ad you want and fill in the details then upload to the system.
You can add or remove the ads you want to run. Optimize each advertisement to compete better with other advertisements. After this section is the campaign details section where you can fill in the slots like in our example below. We recommend an optimized bidding when you are starting out. Once you have filled all the slots, you can save and submit the campaign.
Here is a summary of the steps to success in retargeting and to get the most out of the Perfect Audience platform:
- Build an audience
- Establish a conversion goal
- Create ads
- Launch your campaign
One of the best things you can do is identify the purpose of your campaign. You can ask yourself two questions when setting up a campaign:
- Who are you trying to market/retarget to? What type of audience do you want to receive these advertisements?
- What is the desired outcome for the retargeting efforts? What are you trying to accomplish?
At Munro Agency, we offer a variety of marketing software such as the retargeting software that allow you to launch campaigns strategically to specific audiences. We are a SharpSpring Platinum Agency dedicated to helping you bridge the gap between your sales and marketing efforts. Reach out to us today and request a free trial.