How to effectively employ segmentation, personalisation and dynamic creative in your retargeting strategy
Sponsored content: This article was commissioned by AdRoll to let readers know they can access a free copy of the ‘Performance Marketer’s Guide to Retargeting: Part II‘
AdRoll’s ‘Performance Marketer’s Guide to Retargeting: Part II’ delves further into retargeting on mobile and social, and also introduces personalisation, segmentation and dynamic creative into the retargeting strategy mix.
As the value of every user who visits your site is changing in real time, setting up the right segmentation strategy helps you capture these changes and target users based on their interests or demonstrated intent. The guide recommends segmenting three categories, which can also be applied to three stages of the purchasing funnel:
- Segment by level of intent: It’s clear to see which consumer’s level of intent based on how long they spend on the site, and if they browse products, this information simplifies the choice of who to retarget with what aim in mind. Level of intent can be split into three stages:
Upper funnel – low intent – all site visitors, mid funnel –users who browsed pages or products, and lower funnel – high intent – shopping cart abandoners, or someone who signed up for a free trial, for example.
- Segment by products viewed: Users who have gone to a specific product page belong in a product segment. Targeting a product segment lets you engage users with unique creative tailored to reflect their interests.
- Conversion segments: Conversion segments relate to customers who have signed up for an account or made a purchase. For retargeting these users, loyalty offers, new product launches, and news are some of the most valuable options.
This factor involves the need to understand the emotional component of reaching customers and using creative that inspires them and drives the desired response. Start by mirroring creative strategy to your audience segments:
- Use generic, branded ads for upper-funnel users to increase recognition, and awareness.
As you move down the funnel, messaging and calls-to-action should get stronger:
- For mid-funnel users, ‘learn more’ or ‘try it today’ may be more appropriate.
- For lower-funnel users, other additional incentives can drive more conversions; this might include offers for a free trial or shipping, or a bonus promotion. Stronger CTA’s like ‘sign up’ or ‘buy now’ can be incorporated.
The guide offers seven tips for producing dynamic creative, which is key in turning product catalogue into individual on-brand ads. Areas where it can be successfully used include reminding customers of previously viewed products, recommendations based on browsing history, and boosting popular or promotional items. The guide offers seven tips for dynamic creative success.
- Shoot eye-catching, high quality product photos,
- maintain consistent size and aspect ration,
- use transparent backgrounds,
- write catchy copy and call to action,
- keep titles and descriptions brief,
- constantly test what works best, and
- stay fresh.
The guide explores deeper into the social media and mobile areas covered in Part 1 and finishes off with information on best practice for prospecting for new customers, including which channels are relied upon most to attract new customers.
It also contains local case studies on the Movember Foundation’s use of programmatic advertising to effectively reach and convert customers showing intent, and how Pepperstone was able to establish an effective communication strategy to help connect with prospects who visited its website.
FREE DOWNLOAD: Readers can access a free copy of the ‘Performance Marketer’s Guide to Retargeting: Part II’ here »