6 Steps to Optimize Your Retargeting Campaign
By Aaron Bell, CEO & co-founder, AdRoll
Retargeting advertising is quickly gaining traction
in the world of online marketing, and with good
reason. Businesses that employ this technique see a
noticeable increase in CTR (Click Through Rate)
while also realizing a significant cost savings. In
fact, recent analysis has shown that the average CPM
(Cost Per Thousand impressions) is actually lower
for retargeting campaigns than traditional display
advertising. And, it’s the perfect complement to
successful PPC and SEO campaigns, because
retargeting encourages repeat visits from the
traffic that these other methods generate.
Maybe you’ve kicked around the idea of adding this
technique to your current strategy. Perhaps you’ve
already jumped on the retargeting band wagon and
launched your own campaign. Either way, there are a
few important tools you should be aware of in order
to best optimize your plan and achieve a positive
Tip #1: Serve up product specific ads.
Retargeting gives you the unique opportunity of
being able to see exactly what products your
visitors have shown an interest in, so take
advantage of this by creating dynamic product
specific ads to draw them back in and close the
deal. A “window shopper” is much more likely to come
back and buy from you if they are shown ads and
promotions for the very products they are interested
in while they interact on the Web. In fact,
retargeting has been shown to perform at least 2x
better on CTR than traditional display, so use this
to your advantage.
Tip #2: Utilize your frequency caps. The
whole purpose of retargeting advertising is to
compel potential customers to come back and buy from
you. That being said, if you’re not careful and you
overdo it with ad placement, you could actually end
up doing just the opposite, and turning them off
completely. By setting frequency caps on how often
your ads appear, you can avoid this and make your
campaign much more effective. For example, try
placing a default limit of two ads per day to start,
and see how that performs. Better yet, play around
with different segments, setting the first at one ad
per day, and the second at four ads per day. Measure
performance and adjust accordingly to see which
brings you the best ROI.
Tip #3: Segment your audience. This advanced
retargeting technique allows you to group your
visitors based on where they went on your site or
what actions they performed. Once you’ve outlined
the segments you’d like to target, you can deliver
hyper-relevant ad content to your visitors after
they’ve left your site, offering product specific
promotions, and keeping your brand on their minds.
Let’s say you sell different lines of clothing for
men and women. You can segment each based on which
URL was visited, and market more specifically to
Tip #4: Create unique retargeted landing pages.
Now that you know more about the visitors who
are clicking on your retargeted ads, you can create
specific landing pages that are optimized for
conversion. Adding customized messages, such as
“welcome back,” or “glad to see you again,” give
these landing pages a more personal feel, and allow
you to have a little fun.
Tip #5: Consider your pixel placement. Rather
than placing a pixel to capture site-wide
information, consider focusing on only certain
pages. For instance, consider strategically placing
a pixel on the next-to-last page of your checkout
process to target visitors that have placed items in
their cart, but abandoned before completing the
purchase. This allows you to hone in on prospects
who exhibit a high intent to buy, thereby increasing
your chances of conversion. And, don't worry—you
don't need to be a webmaster to set this up. Just be
sure to work with a service provider who only
requires you to place one pixel; that should be all
you need to do to segment your site.
Tip #6: Filter your conversions. In most
cases, once you’ve convinced a potential customer to
convert, it’s no longer necessary to continue
advertising to them. By adding a conversion URL, you
can filter out your converted visitors so they are
no longer targeted by your campaign.
Bonus Tip: One important tip—make sure you
work with someone that gives you site level detail,
as well as detail into pricing. The site level
detail can also be valuable in your other marketing
campaigns, and the transparency into pricing ensures
you are optimizing your campaign, and not being
charged for things you shouldn't be.
Experiment, experiment, experiment.
Retargeting is a highly effective technique that can
do wonders for your bottom line, while helping to
build valuable brand recognition. If you’re planning
on launching your own campaign, or have already
added this technique to your existing online
marketing strategy, be sure you’re utilizing all
the tools available, such as those listed above,
to best optimize your plan and ensure you’re
achieving maximum results.
And, remember to always be looking ahead. While
following all of these points should help you create
a great retargeting campaign, there are new
refinements and techniques that can help you
maximize your ROI appearing every day. Be sure your
retargeting solution provider keeps you informed of
innovations that can help to ensure your campaigns
are constantly improving.
---Source: OMC Sept. 17, 2010
newsletter (www.onlinemarketingconnect.com). Aaron
Bell is the CEO and co-founder of AdRoll. Follow him
on Twitter @AdRoll.