While there will never be a replacement for a solid organic optimization strategy, there are many things you can do to help assist in your efforts including paid search results or “PPC campaigns”. Your objective is really to improve your customer experience and provide useful information as quick and efficient as possible. By customizing your campaigns based on customer browsing history, you can re-target user for another ad that perhaps fits their current needs in your sales cycle better.
According to Criteo:
“re-targeted customers are 70% more likely to complete a sale than non re-targeted customer.”
One step in managing your online identity is to tackle the arduous task of ad retargeting. Here are my 6 tips to control advertising spend and save money.
#1 – Educate Yourself On How Ad Re-targeting Works
#2 – Don’t Over Expose Yourself
So let’s not get creepy now. If you re-target to much you run the risk of over exposure and the customer may notice you are following them around. This is defiantly not helpful, so ensure you always cap the amount of times you expose a single client to your ads in a particular time frame. Over exposing your ads looks desperate, and will decrease your ad performance and waste money.
#3 – Divide Your Audience Into Groups – Audience Segmentation
Those familiar with the concept of a marketing funnel will no doubt be looking to advertise in different ways depending on where the prospective client is located. By dividing them into groups according to what pages the have been too in the past, we can customize actions to more closely fit their current need. Don’t forget, your conversion rate depends on providing the best possible customer experience and this is one way of truly creating a more positive impression.
#4 – Decide How Long Your Ad Should Run
Making a decision on how long to run a campaign is completely different for each case and scenario. While some may advise that the length of your typical sales cycle is what your after, the only accurate way is through testing. Try campaigns of different lengths and see which works best for you.
#5 – Tighten Up Your Ad Creative
Also a cause of over expose is using very similar ads across all mediums. Try creating a more varied advertisements with different messages as well as revamp existing ads on occasion. You will always want a consistent message across all your marketing efforts but try to mix it up a bit and keep things fresh.
#6 – Familiarize Yourself With Ad Sizes
There are a number of various ad sizes available, and not all will be relevant to your campaign. Check with Google for the latest image ad specs so you can decide how to size your re-targeting ads based on their locations.
While there is never a guarantee of success, these 6 tips should help you decide how to create a re-targeting campaign for yourself. If your not happy with your current conversion rate, perhaps looking into a re-targeting strategy may be a way of improving your results.