Advanced Retargeting Strategies: Beyond The Basics

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Paid Media Advertising

A comprehensive digital marketing strategy always requires a more nuanced approach: it’s not always about acquiring new customers but cherishing and re-engaging the prospecting or existing ones. 

This concept might sound simple, but the intricacies can be quite sophisticated. From understanding user behavior on your website to crafting messages tailored to specific audience segments, advanced retargeting takes into account a plethora of factors.

Digital marketing terminologies can often be perplexing, and sometimes seemingly interchangeable. Take “remarketing” and “retargeting” for instance. For many, these words are simply two sides of the same coin. Let’s deconstruct these two terms:

Remarketing: Picture this – you’re shopping online and added a product to your cart, but, for some reason, you leave without completing the purchase. Later, you receive an email reminding you of that lonely product waiting in your cart. That’s remarketing in action. 

Retargeting: Now, imagine you’re reading a blog or scrolling through social media, and an ad pops up showcasing a product or service you viewed recently. It’s no coincidence; that’s retargeting hard at work. Retargeting focuses primarily on displaying ads to an audience based on their past online behavior. 

So, what exactly is the difference? Remarketing means email marketing, while retargeting means paid ads, like Google Ads. For the sake of advanced tactics, we’ll be focusing on retargeting.

Step 1: Unleash The Power Of Segmentation

Segmenting your audience allows you to tailor your strategies to cater to specific groups, enhancing relevance and boosting engagement. 

Frequent Visitors: These are the loyalists, the users who frequently interact with your brand. Engaging them requires content that offers added value. Instead of general promotions, consider offering loyalty discounts, exclusive previews, or deeper dives into product functionalities. The goal is to recognize their loyalty and offer them something that aligns with their evolved understanding of your brand.

One-time Visitors: This group presents a unique challenge. Their fleeting interaction suggests a spark of interest, but it wasn’t enough to convert them initially. For such users, rekindling interest is crucial. Introductory offers, limited-time promotions, or even insightful content that addresses their potential needs can be the nudge they require to re-engage.

Event Completions: This can often be used for higher-funnel efforts when users complete an event, like signing up for a newsletter or completing a lead-gen form to download a white paper. These actions are indicative of interest but not enough to complete the conversion that fuels your bottom line. It’s important to analyze actions taken at every stage of the funnel to re-engage all the way down. 

Acquisition: Audience groups can be made based on how the new user first interacted with your brand. Was it through a blog, a display campaign, or maybe paid social? Create segments based on the channel the audience was initially targeted on, and re-engage them with content that is relevant to their first experience, but with a stronger call-to-action.

Step 2: Select Your Preferred Retargeting Platform

Facebook and Google are like the towering trees of the digital forest, providing shade and drawing a diverse array of wildlife beneath their canopies. Their broad-reaching branches offer a fertile ground for advanced remarketing opportunities.

  • Facebook: With its diverse user base, Facebook offers an expansive canvas for broad-reach tactics that can be layered with retargeting. Using Awareness and Consideration objectives, campaigns can flood the Facebook Pixel with user data. This data allows for tracking and can retarget users based on behaviors completed on and off the app, so long as the user has allowed the app to track off the app.
  • Google: Through Google’s vast network, between Display, Demand Gen, and Performance Max, marketers can retarget users as they browse over two million websites and apps. Tailored ads, based on users’ interactions with your website, can pop up as they read news articles, watch videos, or even check their emails.

Step 3: Implement Effective Strategies

In the world of retargeting, one size definitely doesn’t fit all. Each brand, each audience, and each goal demands its unique approach. Yet, amid this customization lies some universal truths, strategies that have been tried, tested, and proven effective. 

Personalization: The Heart Of Retargeting

In today’s digital age, the generic has become the enemy of engagement. Users are inundated with ads, making it easy for generic campaigns to get lost in the noise. But personalization? That’s your ticket to standing out.

Email Campaigns: Instead of sending blanket promotional emails, harness the power of user data. Segment your audience based on their interactions with your site. For instance, if a user frequently browses athletic wear, tailor your emails to highlight the latest in sportswear, perhaps even suggesting complementary products.

Display Ads: Beyond simply showcasing viewed products, consider curating ads based on users’ browsing patterns. Someone who often looks up hiking gear might appreciate a combo display of hiking boots, backpacks, and tents, creating a holistic shopping experience.

Side Note: Prioritizing Privacy

  • Data Sensitivity: Always handle user data with the utmost care. This is not just about compliance but about fostering trust.
  • Stay Updated: With data protection regulations like GDPR and CCPA constantly evolving, regularly updating your practices is necessary. Provide clear opt-in and opt-out options for users, and be transparent about how their data is used.

Common Pitfalls: The Traps to Avoid

1. Neglecting Audience Segmentation

Broad Brush Approach: Targeting all past visitors with the same ad is a missed opportunity. Segment your audience based on their behaviors and interests to tailor the message.

2. Overlooking The Mobile Experience

Mobile-First: With a substantial number of users accessing content on mobile, ensure your retargeted ads and landing pages are mobile-optimized.

3. Stagnant Creatives

Freshness Matters: Using the same ad creative for extended periods can make your brand seem stale. Refresh your creatives periodically to keep the audience engaged.

Mastering Retargeting: Elevate Your Marketing to New Heights

As you embark on the journey of advanced retargeting, why navigate the complexities alone? At Intuitive Digital, we specialize in crafting tailored retargeting strategies that go beyond the basics. Elevate your marketing game with our expertise in segmentation, platform selection, and effective implementation.

Transform your digital marketing approach and foster genuine connections with your audience. Take the next step in mastering retargeting by reaching out to Intuitive Digital today. Contact us for a consultation and let’s revolutionize your retargeting strategy together!

About the Author

Lauren Freeman

Lauren is the Paid Media Team Lead and a Senior Digital Strategist. She's your go-to gal for spinning up custom strategies across Search and Social. Catch her posted up in the yard enjoying the sunshine with her dog Gabe and all the other pups who crash at her place.

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