How to get the most out of the three retargeting channels
* Sponsored content: this article was commissioned by AdRoll to inform readers they can download a free copy of ‘Performance Marketer’s Guide to Retargeting: Part 1.’ »
AdRoll’s ‘Performance Marketer’s Guide to Retargeting: Part 1’ introduces the power of retargeting and how to use it across web, social and mobile.
Retargeting has been a key marketing tactic since the shift was made from trial-and-error traditional media programs to the real-time campaigns of modern marketing. Retargeting offers marketers the opportunity to directly target the most promising individual consumers with personalised ads and messaging, and therefore provides the ability to invest on audiences most likely to convert.
Buyer intent data is perhaps the most valuable marketing asset, and joins shopping cart information and devices used as key tools for accurate retargeting – where most marketers act on simple customer information such as demographic, geographic and household income.
It’s worthwhile to split your retargeting strategies across three avenues: desktop/web, social media, and mobile.
Web retargeting has the function of bringing visitors back to your page as they continue browsing after leaving your site. It works well for ecommerce, tech B2B, media and entertainment, but can form the strong foundation of any retargeting program.
Targeted display ads are perhaps the most common example.
AdRoll’s ‘Performance Marketer’s Guide to Retargeting’ provides valuable information regarding building a site customer base, functional navigation, creative resources and network guidelines and other necessary considerations required for a successful web retargeting campaign.
Retargeting on social
Social media gives marketers access to some of the largest audiences and native social tools such as shares, Likes and comments enable for organic expansion of reach. Growing numbers of consumers turn to social media for product recommendations and reviews, and building up a presence on these platforms will increase engagement with these consumers. According to AdRoll survey data, brands that added Facebook to their retargeting campaign mix drove 2.8 times more impressions, 3.05 times more clicks and 2.18 more conversions.
Retargeting on mobile
Cross-device retargeting lets advertisers re-engage desktop or social visitors as they move to mobile devices, or vis versa, and given the amount of time consumers spend today on mobile devices, it’s truly a must have. Ensure your site is mobile friendly before launching mobile campaigns, to create a flawless customer experience.
The process of performance
AdRoll’s ‘Performance Marketer’s Guide to Retargeting: Part 1’ breaks down the generation of a retargeting campaign into three steps: collect, convert, optimise.
‘Collect’ revolves around compiling valuable customer data from those who visit your site or engage with your social channels. This is the information from which marketers can build and customise a retargeting campaign.
‘Convert’ centres around implementing smart strategies to turn consumers into poaying customers. Successful execution of data collection will enable the most relevant and therefore most likely to convert targeting.
Finally ‘optimise’ is based on the need for and ability to target varying consumers with varying ad methods, to see which is producing results.
AdRoll’s ‘Performance Marketer’s Guide to Retargeting: Part 1,’ contains case studies of how local brands have used Facebook, and also personalised engagement to retarget the most relevant consumers.