How to Create Effective Retargeting Ads
Picture this scenario: during your lunch break, you come across a pair of running shoes online that catches your attention—on sale and in your size. Considering your old ones are showing signs of wear, you mentally note this find and move on to another website.
Later in the evening, while searching for a dinner recipe on your phone, you’re surprised to find an ad for the exact running shoes you viewed earlier accompanying the recipe. While some might consider it a mere coincidence or a sign to make the purchase, it’s actually an illustration of ad retargeting in action.
Retargeting: What Is It?
Many visitors to websites don’t convert on their initial visit. However, instead of giving up on them, marketers employ retargeting advertising to re-engage these potential customers. Retargeting is a digital strategy where advertisers display targeted ads to consumers who have visited their website or are in their database. These ads aim to reconnect with individuals who haven’t completed a conversion, thereby enhancing brand awareness, expanding product recognition, and increasing the likelihood of conversion.
When implemented correctly, retargeting ads provide a cost-effective method for advertisers to reach interested buyers familiar with their brand or product.
How Do Retargeting Ads Work?
A more detailed explanation of how retargeting ads function and various privacy-friendly solutions can be found in this comprehensive piece. In essence, pixel-based retargeting involves attaching a small piece of code (pixel or “cookie”) to a consumer’s browser during their website visit. This pixel enables advertising teams to deliver personalized, retargeted ads based on the user’s interactions on the website.
Other forms of retargeting leverage first-party data for serving personalized ads. This may involve retargeting on different devices, creating audience segments based on first-party buyer intent data, or displaying ads for specific products left in the shopping cart.
How Can Marketers Use Retargeting Effectively?
While there’s no one-size-fits-all formula for retargeting success, certain proven strategies can enhance its effectiveness:
- Craft Intentional Creative: Tailor ads to specific audience segments, utilizing available data to personalize messaging. Since these users have already shown interest, generic messaging may not have the same impact. Incorporate customization, personalization, and a strong call-to-action to prompt users to take the next step.
- Leverage Tech to Automate Content Creation: Dynamic creative optimization (DCO) automates the creation of personalized ad variations based on customer data. This efficient approach ensures personalized ads without the need for manual creation.
- Embrace a Cross-Device Strategy: Given the diverse digital media landscape, cross-device retargeting proves powerful. It enables brands to re-engage potential customers across various devices, ensuring a more holistic approach to retargeting.
In conclusion, retargeting marketing provides an opportunity for personalized customer experiences, increased brand awareness, and re-engagement with consumers familiar with a product or brand. By adopting a cross-device approach, utilizing automation technology, and embracing ad personalization, advertisers can maximize the effectiveness of retargeting ads within their campaigns.