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8 Essential steps to build a bespoke retargeting strategy

Retargeting ads can deliver a click-through rate x10 higher than a standard digital display ad

…but retargeting won’t work well, with a one-size-fits-all solution. Here’s the essential steps you need to build a successful retargeting strategy:

1. Understand who you want to target 

Always the first step for digital marketing – defining who you want to retarget. Remember, the answer to this question shouldn’t just be ‘everyone who visits your site’! 

Do you want to retarget users that have interacted with specific products or that have engaged with your content? What about targeting users that have searched for similar keywords? Then there’s those users that are on your email lists or that interact with your social media content. 

Often the best place to start, is where you will get the most ROI. Do you know which 98% of visitors you’re not converting would give you the most ROI? It could be those that looked at a pricing page or added items to their basket which were abandoned.

2. Consider brand awareness 

Whilst your ultimate goal for your retargeting strategy might be to drive conversions, this can’t be your only aim. Your potential customers will all be on individual paths to purchase and they will likely land on your site at different stages. 

You can’t simply go for the conversion immediately. Brand awareness is extremely important and necessary to keep users engaged and your company front of mind before they’re ready to purchase. 

3. Drive traffic to your website in the first place 

To get the most out of retargeting, you must drive the right kind of traffic to your site in the first place. To drive the ‘top of your funnel’, your SEO needs to be up to scratch, from both an on-page and link building perspective. How you approach social media will have an impact, as will your email campaigns. 

Digital display will also be a crucial way to ensure you’re getting sufficient traffic. The key point is that you can’t approach retargeting as a standalone strategy. By viewing your digital advertising holistically, retargeting will work effectively and be enhanced by the work you’re doing elsewhere. 

4. Keep fresh in your customer’s mind 

Product remarketing is a crucial tactic to do this. Once a user has viewed a specific product and left your site to go elsewhere, you will be able to immediately retarget them with the exact product they first viewed. 

5. Be helpful 

Position your brand at the forefront of a potential customer’s mind, by helping them. 

If they viewed one of your products, provide them with more information on its benefits and how it can assist them. For users that have searched for specific keywords, give them with an ad that helps solve their query, or if someone lands on your homepage, offer them more information on your key products or services. 

6. Define your messaging 

Is simply showing a product to your customer enough? Consider what approach will help them to convert, whether an offer or deal or reason to shop with your company.

When re-engaging an existing customer that’s become unresponsive to your emails, take into account what hook you’ll use to re-ignite their interest in your brand. The right words can be very powerful. 

7. Don’t give up on a potential customer 

If your first ad didn’t work, don’t simply give up on that customer. Change up your ads and retarget them again. A change in image, call to action or messaging could have the desired impact. A/B testing is a fundamental aspect to creating a bespoke retargeting strategy for your business. Just remember to only change one thing about your ad each time to secure actionable insights from your testing. 

8. Create customised landing pages 

By deciding who you want to target and defining both your approach and messaging, this will dictate the required content on the customised landing page. When a user clicks through to the landing page, they see it will has been tailored for their needs and they’re much more likely to take the desired action.  The customer experience you provide when users land on your site is crucial to driving engagement and conversion. 

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