Retargeting banners; you come across them everywhere. Mainly large advertisers make use of them, but more and more 'smaller' companies are also incorporating retargeting into their online marketing strategy. A while ago, we already wrote a article we discussed the effect of retargeting and provided tips for getting started yourself. Today, we focus on the don'ts of retargeting so that your campaign isn't perceived as intrusive. After all, the visitors who return to your website via retargeting are the most qualified and interested visitors you could possibly have, so you don't want to drive them away.
First, we will briefly discuss the meaning of retargeting. Retargeting or remarketing refers to re-engaging your website visitors via image or text advertisements on third-party websites. Your tailored message is thus shown to a selected audience, creating recognition and engagement, and there are numerous other benefits to mention.
The most important prerequisite for a successful retargeting campaign is a solid strategy and good execution. If you ensure that the following don'ts do not hinder the success of your retargeting campaign, you are already well on your way.
1. Do not show advertisements for products that the customer has already purchased
It goes without saying, but it is unnecessary to use retargeting to bring back a product the customer has just purchased. It stands to reason that the customer will not buy the product again. Besides the fact that this might irritate the customer, the media costs are also a waste of money. You can, however, advertise complementary products, such as accessories from the purchase. Make sure you advertise the right accompanying products.
2. Do not retarget everyone who visits your site
Retargeting becomes more effective when the customer searches more specifically on your website. If a consumer does not get past the homepage, they are probably not very interested. When someone filters more specifically for a product on your website, that customer is indeed looking for a particular product. It is more interesting to advertise for this type of customer. Track your visitors' behavior and advertise based on that.
3. Don't advertise the same product endlessly
Because you don't want your website visitors to perceive your campaign as being followed, it is wise not to advertise the same product endlessly. You can use a frequency cap for this. This means there is a maximum limit to the number of times visitors see the advertisement. This prevents customers from becoming irritated by many of the same ads.
4. Flash advertisements
More and more marketers are using animated advertisements. The benefits of such ads are diverse; for instance, they stand out more and are often considered more attractive. However, make sure you approach it smartly if you choose an animated ad. Do not make your ad too extravagant or too long; you likely only have attention for a few seconds. Furthermore, animated ads longer than 30 seconds are disapproved by the Google Display Network.
Want to know more about retargeting or need help from an experienced online marketer? Feel free to contact Best4u at 0575 512 125 or support@best4u.nl to discuss the possibilities without obligation. Who knows what doors a retargeting campaign might open for your business!