Retargeting, also known as remarketing, is a powerful strategy that allows marketers to target users who have previously interacted with their brand or visited their website. Retargeting can help increase the effectiveness of your PPC campaign by bringing back potential customers who have shown interest in your company but haven’t yet reached out to you or converted on your website.
Here are some tips on how to use retargeting to help balance out a well-rounded PPC campaign:
Segment your audience
Not all visitors to your website are created equal. By segmenting your audience based on their behavior on your website, you can create more personalized retargeting campaigns that are tailored to their specific needs and interests. For example, you could create separate retargeting campaigns for users who added items to their cart but didn’t complete the purchase, versus users who simply browsed your website.
Use dynamic retargeting
Dynamic retargeting allows you to show users ads that are personalized to their browsing history on your website. For example, if a user added a specific product to their cart but didn’t purchase it, you can show them an ad featuring that exact product, along with a special offer or discount code.
Test different ad formats
Retargeting ads can come in many different formats, including static images, videos, and carousel ads. Testing different ad formats can help you determine which ones are most effective at converting potential customers.
Set frequency caps
While retargeting can be highly effective, it’s important not to overwhelm users with too many ads. Setting frequency caps on your retargeting campaigns can help ensure that users are seeing your ads at an appropriate frequency without becoming annoyed or overwhelmed.
In conclusion, retargeting can be a powerful tool for increasing the effectiveness of your PPC campaigns. By segmenting your audience, using dynamic retargeting, testing different ad formats, and setting frequency caps, you can create a well-rounded retargeting campaign that brings back potential customers and drives conversions.