Retargeting – when to start and when to stop
Website retargeting has become more and more prevalent around the web over the last 4 years. Site visitors who are retargeted with display ads are 70 % more likely to convert to buyers on your site. So it’s obvious to most marketers, particularly in Retail, Travel, and Fashion, that people who have left a cart without purchasing, are interested buyers. They may just need that extra little nudge after they leave to come on back. Sometimes with special offers, sometimes standard branding ads. According to Marketing Land, retargeting will get you exposed to 84% of your tagged traffic,
A key question that many marketers struggle with though is, how long, and how frequently should we be retargeting. Is a user who left an item in a cart two weeks ago still in need of our brand displayed to them on other sites? Answer – generally not. It’s a science, like all good marketing, and there are some key strategies that can boost retargeting conversions, and save money on wasted impressions.
Be sure to rotate your ads. No matter your vertical, banner blindness will happen quickly with the same ad. Offer discounts, related products, free ebooks. Give them a new reason to come back.
Segment your retargeting based on interest. You should have enough data from your cookies to institute proper segments of your audience on the web Facebook is also a great place for this due to their massive amount of highly targeted audiences.
To summarize: Know your audience, decide how long it may take them to decide on a purchase and set frequencies accordingly. Use segments for specific groups on Facebook and the web. Rotate your ads, and enjoy the revenues of the return customer