22 Jan Avoid Wasting Money In Retargeting Campaigns
Have you ever seen an ad online for something you just bought?
Seeing the same ad over and over again, especially when you’ve already purchased the product or service- is a direct result of bad retargeting.
Bad retargeting doesn’t necessarily have a measurable impact on ROAS, but letting retargeting ads run for customers who have already converted, damages your brand perception. And any time that a consumer is annoyed by an ad, brands risk losing that consumer.
Improve Brand Perception With Strong Retargeting Campaigns
Keep your customers and increase their lifetime value by segmenting users after they convert. You can also nurture a relationship with these users by adding them to a separate “next steps” list instead.
For example, users on a “next steps” list might see ads about sales on previously purchased products or updates to products they love from your brand. The goal is to create and position ads that speak specifically to the consumer that has already purchased from your brand, versus ads that waste space trying to sell a consumer something they already bought from you.
Display and Video 360 and Campaign Manager offer the best tools you can use to set up effective retargeting campaigns. Let’s walk through the steps you can take to ensure retargeting works.
1. Segment your audience in Google Analytics and create a separate list for the users who have already converted on your website. It’s important to take this step as an essential part of your brand’s best practices when planning your media.
2. Sync your audience with Display and Video 360, and make sure you exclude the list containing past buyers from retargeting and prospecting campaigns. Make sure to follow the same process if you’re tracking conversions in Campaign Manager.
3. Add users that have previously converted to a “next steps” list. Ads meant to re-engage users who have already purchased from your brand usually include a cross-sell or up-sell, driven by an ML-powered feed. You could also deliver personalized ad copy describing new offers or promotions. Set up a new campaign experiment for this audience across different periods and compare the results, users who converted two years ago versus one year ago, etc.
You can also take things a step further and implement each of these steps cross-device. Retargeting often fails when a customer’s profile doesn’t connect across multiple devices they might use to browse your site. This means your data might show that a user converted on desktop, but they may have already done some research on your product beforehand using their tablet. Prevent ads from displaying to a user more than once by identifying when a single user browses from different devices. Make sure to exclude their cookie across all of their linked devices.
A remarketing is campaign works best when you take steps to create relevant ads that speak to the needs and interests of customers who have already purchased from you. The result? More lifetime value customers and higher conversion rates.
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