What Is Retargeting? Powerful, That's What.

Retargeting drives potential customers back to your website by targeting users who have previously visited your website but didn't make a purchase or take a desired action. Once users leave your website they are displayed customized advertisements as they surf around the Internet. These advertisements bring your brand back front and center, often generating the highest click-thru and conversion rates of any type of online advertising.

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Facebook Ads Have A 35% Lower Cost Per Conversion

How does retargeting on Facebook work?

ExactDrive’s retargeting component extends into the Facebook Exchange; Ads will be served to past visitors or lost prospects on the Facebook Newsfeed and Right-Hand side of Facebook encouraging them to complete the lead submission process.

The Facebook retargeting efforts will leverage our real-time bidding (RTB) capabilities, allowing us to leverage the world’s largest social media platform and prestigious Facebook.com domain at the lowest possible cost.

We can serve ads with personalized messages that encourage users to convert, like a Facebook page and/or share information about your products and services. Visit our dynamic ads page to learn more.

Retarget Lost Visitors With Customized Dynamic Ads

heidihat_300x250Convert lost website visitors into clients. Dynamic retargeting brings visitors back with offers and deals that match what they were looking for.

Sell your whole inventory from a single dynamic ad. Personalized dynamic ads are created in real-time for each customer. Every potential customer sees the right dynamic ad at the right time.

Every customer is unique, so don't waste impressions with "one size fits all" ads. Our dynamic display retargeting ad technology shows ads that are personalized in real time to match each customer's interests. Download a sample retargeting and dynamic advertising media plan.

 


 

How Does Retargeting Work?

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A visitor comes to your website. They explore your website and learn about your products but leave before making a purchase. Exact Drive displays your ads on websites they visit later, bringing them back and keeping your brand top of mind. Exact Drive is motivated to provide customized campaigns, world-class tools and unmatched expertise to assist clients every step of the way to meet your goals and beyond. Additional information and articles about retargeting.


 

What Is Your Retargeting Campaign Missing?

By now, the chances are you've heard of some of the amazing benefits that an effective retargeting campaign can offer. When run correctly, retargeting strategies can lead to a significant increase in return on investment, and an incredible brand boost, because it allows you to keep hold of the customers that have already shown interest in your product or brand. Unfortunately, one of the biggest problems that people face when it comes to retargeting, is that the moment they start to see some improvement, they forget that there may be still room for improvement.

When you see a good conversion rate for your website, you'll probably be tempted to let it simply continue as it is - after all, you're getting the results that you want. However, the truth is that many people are using campaigns that - while effective, could actually benefit more from a tune up. If you've been wondering what your retargeting campaign is missing, the most common answer may be proper segmentation.

1. Proper Audience Segmentation

Most marketing models treat all customers in the exact same way from a creative prospective. In other words, everyone gets the same advertisements and marketing efforts when they arrive on a landing page or visit a website. The difference with retargeting campaigns, is that you are providing a different form of creative to your viewer when they have already had some form of interaction with your website. This can offer a more personalized and relevant experience for the visitor, that increases their chances of converting. However, that doesn't mean that the same retargeting creative should be used for every person who visits your website.

Consumers are different, and when setting up a retargeting campaign, one of the first things you should ask yourself, is who your customer is, and how you can tempt them to buy more from you. Often, this means looking at first-party data, to determine which visitors are spending money on what, and how they are visiting your website.

Retargeting should not be another one-size-fits-all program for recapturing interest. Instead, it's crucial to use your data in an analytical and smart way - making the most of first-party behavioral data to provide customers with a completely customized shopping and marketing experience.

2. Customized Creative Creation

By examining behavioral information and first party data, you can create numerous ads tailored to the needs of each customer. For example, if you have one customer who spends a lot of time sitting in their cart, unsure about whether to click that purchase button, an ad that offers free shipping could be a small price to pay for a big conversion. On the other hand, if you have evidence of a visitor who spends all of their time browsing the same category of your website, you could use an ad that shows off the latest inventory in this category, or offers information about exclusive discounts.

For visitors who sign up to your newsletter - completing a conversion, but not spending any money, your best bet could be to show a creative that features a current sale, as this person has shown their willingness to be pitched to. On the other hand, if visitors simply approach your home page and leave, you might use simpler advertising techniques to show off the full value of your brand, and what you have to offer.

3. First-Party Data Utilization

By using first-party cookies in your retargeting methods, you may allow for more interaction between your retargeting efforts, and conversion, allowing you to attribute more conversions into the appropriate channels. What's more, because first-party cookies typically have a longer lifespan or consistency (30 days on average compared to 7 days for third-party cookies), you'll have the option to track and retarget customers for a longer period.

Sometimes, your retargeting campaign could simply missing a few creative tweaks to help protect your strategy from the pain of banner blindness, and sometimes you could benefit from a session of A/B testing. However, there are instances wherein using first-party data to personalize your retargeting experiences can significantly improve the value of your campaign. By integrating first-party technology and data into your ad model, and using the advantages that behavioral targeting can have to offer, you may find that your campaigns see incremental improvements, as many customers are more likely to be drawn into advertisements that appear tailor-made for their needs.


 

How to Leverage Retargeting To Improve Campaign Conversions

When it comes to collecting those all-important conversions from your target market, everyone deserves a second chance at wooing a customer. Of course, no-one's going to hand you that break on a platter - you need to be willing to grab hold of it yourself! Retargeting (also known as remarketing), is your opportunity to spin the wheel and get your brand back in the view of your consumers, almost regardless of where they venture when they're done with your website.

Visitors abandon the sales funnel for a number of reasons - because they don't have their credit card to hand, because they want to do some comparison shopping, or because they only clicked onto your site to browse in the first place. Retargeting allows you to deliver advertisements tailored directly to your target customers after they have left your landing page or site, providing multiple shots at achieving a conversion.

Following are some of the best tips that you can consider when getting the most leverage out of your retargeting campaign.

1. Speak to the Right Audience

One of the most important things to remember about retargeting is that your marketing efforts should always be relevant to specific audiences. This means that you may need to build segments according to the content that certain people are most attracted to, then target your message to each audience according to the wants and needs implied by that attraction.

Don't be afraid to push the boat out when developing audience size and segments - after all, more potential customers is always a good thing!

2. Give them a Good Landing Page

The next step is optimizing the landing page that your links and advertisements direct your viewers towards. The page your visitor lands on needs to compliment the segment of the conversion funnel that they are currently in, as a wealth of data has shown that retargeting campaign conversion rates are sensitive to the relevancy of the ad to the page they land on. Leading your viewers to a confusing conclusion is never a good idea - for example, you don't want to drive up to McDonalds to find that they're only serving foot-long subs.

The link between your creative outreach (banner advertisements) and landing page should boost your click to conversion rates on not only your retargeting campaigns, but also any other online advertising campaigns you might have running.

3. Don't Smother Your Audience

As a business, you're undoubtedly eager to get as many new customers and conversions as possible - but that doesn't mean that you should stalk your audience with every step they take and every website they visit. A lot of large e-commerce sites make the mistake of bombarding their users with too many ads, which can leave your audience feeling uncomfortable.

Best practices suggest that you should limit your retargeting efforts to around 15-20 ads displayed per per month per user - enough to keep you on your target market's mind, without suffocating them.

4. Manage Your Conversion Funnel

Your overall aim should be to guide users from the "awareness" stage of the funnel regarding your product or service, to "interest", "evaluation", "decision", and then finally "purchase". To ensure that everything runs smoothly, a retargeting campaign should focus on delivering relevant messages to your audience based on the segment that they're currently in. For example, most marketers know that logo-based advertisements can be helpful at the "awareness" phase, whereas showing ads with specific services and product content works best at the "interest" stage.

When your customer reaches the "decision" stage of the funnel, your ads should be offering discounts and promotions; then after the purchase, you should be linking your market to related products to promote opportunities for up-selling.

5. Be Patient, and Experiment

It's easy to get impatient when your business is on the line, but try to avoid the immediate urge to pull out of your retargeting campaign before you've given it a reasonable chance to succeed. Most retargeting campaigns need at least a few days of testing to make sure that you can gather enough data to judge their performance. 

Make sure that you test out new landing pages, creative variations, ad sequencing opportunities, and other parameters to compare and contrast the effectiveness of your retargeting campaign. After all, you should always be searching for the best way to maximize your ROI.

Know How to Retarget

In the age of online advertising, retargeting is an essential tactic in the arsenal of the digital marketer. It boosts the effectiveness of other marketing efforts, developing crucial brand awareness, driving customers further down the conversion funnel, and strengthening brand recall. However - like any strategy - if you want to get the most out of your retargeting effort, you need to do your homework.