Retargeting Ads are one of the most powerful tools in digital marketing and they are a good way to get the attention of “lost” leads. Chances are you’ve already spent resources to get them into your website, so investing more time to bring them back will give you a good rate of return if they convert into a purchase.
As with all marketing strategies, you should know right off the bat what you are trying to achieve by setting goals for your retargeting campaigns. In this blog, you will learn several retargeting goals that can help you achieve a ton of marketing success. I will share with you how to create brand awareness, how to bring back or convert leads, how to bring these leads along the purchase cycle, how to increase customer lifetime value, how to save abandoned carts, and how to introduce new products.
How to Set Goals for Retargeting Ads
The goal of retargeting ads is to drive specific outcomes and encourage desired actions from your target audience. Here are some common goals that retargeting ads can help you achieve:
Generate brand awareness: Retargeting ads can help keep your brand top of mind for potential customers, increasing brand recognition and recall.
Drive conversions: Retargeting ads can encourage users to complete a purchase, leading to increased conversion rates and sales.
Complete the buyer’s journey: Retargeting ads can guide users through the different stages of the buyer’s journey, from initial interest to final purchase.
Increase customer lifetime value (CLTV): Retargeting ads can help nurture customer relationships, increase repeat purchases, and ultimately increase CLTV.
Reduce cart abandonment: Retargeting ads targeting users who have abandoned their shopping carts can help remind them to complete their purchases.
Introduce new products: Retargeting ads can be used to promote new products or highlight specific product pages on your website.
By setting clear goals for your retargeting ads, you can create targeted campaigns that drive the desired outcomes and help you achieve your marketing objectives.
Generate Brand Awareness
Retargeting ads can play a significant role in generating brand awareness. By targeting users who have previously engaged with your website or interacted with your brand, retargeting ads can keep your brand top of mind and increase brand recognition.
Through strategic retargeting campaigns, you can reach potential customers who may have been interested in your products or services but didn’t make a purchase. By consistently displaying relevant ads to these users, you can reinforce your brand messaging and build familiarity with your target audience.
Retargeting ads can also be a powerful tool for expanding your reach and capturing the attention of new audiences. By targeting users who have similar characteristics or browsing behaviours to your existing customers, you can introduce your brand to a wider audience and increase brand visibility.
By incorporating retargeting ads into your digital marketing strategy, you can effectively generate brand awareness and improve the overall success of your marketing efforts.
Drive Website Conversions
One of the primary goals of retargeting ads is to drive conversions. By targeting users who have previously shown interest in your products or services, retargeting ads can effectively nudge them towards making a purchase.
Retargeting ads can act as a reminder for users who have abandoned their shopping carts or browsed certain product pages on your website. By displaying relevant ads that showcase the products they are interested in, you can encourage them to return to your site and complete their purchase.
By strategically targeting users who are already familiar with your brand, retargeting ads can significantly increase conversion rates. These ads serve as a gentle reminder, prompting users to take action and make a purchase.
To drive conversions with retargeting ads, it is important to create compelling ad creatives, offer incentives or discounts, and provide a seamless user experience. By optimising your retargeting campaigns and delivering the right message at the right time, you can effectively drive conversions and increase sales.
Encourage Visitors to Complete the Buyer’s Journey
Retargeting ads can play a crucial role in guiding users through the various stages of the buyer’s journey. From initial awareness to final purchase, retargeting ads can help complete the buyer’s journey and drive conversions.
By targeting users who have shown interest in your products or services, retargeting ads can provide additional information or incentives to move them further down the sales funnel. For example, users who have visited a specific landing page can be retargeted with ads that highlight the benefits or features of the product they were interested in, encouraging them to complete the buyer’s journey. This way, you can use more relevant and personalised ad creative that will prompt the user to make a purchase, reaching them at every stage of the buyer’s journey.
Retargeting ads can also be used to re-engage users who have previously interacted with your brand but did not make a purchase. By reminding them of the value or benefits of your products or services, you can encourage them to reconsider and complete their journey.
By strategically creating retargeting campaigns that align with each stage of the buyer’s journey, you can effectively guide users towards making a purchase and achieving your marketing goals.
Increase Customer Lifetime Value (CLTV)
Retargeting ads can be instrumental in increasing customer lifetime value (CLTV). By targeting existing customers or users who have previously made a purchase, retargeting ads can help nurture customer relationships and increase loyalty.
Retargeting ads can be used to engage with existing customers, offering them exclusive deals, rewards, or personalised recommendations based on their previous purchases. By demonstrating your ongoing value and appreciation for their business, you can strengthen customer loyalty and encourage repeat purchases.
By targeting users who have already shown interest in your brand, retargeting ads can also help increase brand advocacy. Satisfied customers are more likely to refer your brand to their friends and family, resulting in new customers and increased CLTV.
Retargeting ads that focus on increasing CLTV can help drive repeat purchases, increase customer loyalty, and maximise the value of each customer’s lifetime relationship with your brand.
Reduce Cart Abandonment
Cart abandonment is a common challenge in e-commerce, but retargeting ads can help reduce it. By targeting users who have added items to their shopping cart but did not complete the purchase, retargeting ads can re-engage them and encourage them to return to your site.
Retargeting ads can remind users of the items they left behind, offer incentives such as discounts or free shipping, or provide additional information to address any concerns or hesitations they may have had. By targeting these users with relevant and timely ads, such as a Facebook ad during the January Sales, you can increase the chances of them returning to complete their purchase and reduce cart abandonment.
Additionally, retargeting ads can be used to offer a free trial or limited-time offer to users who have abandoned their shopping carts. This can entice them to come back and give your product or service a try, ultimately reducing cart abandonment and driving conversions.
By strategically targeting users who have abandoned their shopping carts, retargeting ads can help reduce cart abandonment, increase conversion rates, and improve overall sales performance.
Introduce New Products to Users
Retargeting ads can be a powerful tool for introducing new products or highlighting specific product pages on your website. By targeting users who have previously shown interest in similar products or have visited specific pages on your online store, retargeting ads can generate awareness and drive engagement.
These ads can be used to showcase the features, benefits, or unique selling points of your new products. By creating compelling ad creatives and delivering the right message to the right audience, retargeting ads can effectively pique their interest and encourage them to learn more or make a purchase.
Retargeting ads can also be used to promote limited-time offers or exclusive discounts for new products, creating a sense of urgency and driving conversions.
By leveraging retargeting ads to introduce new products, you can increase visibility, generate excitement, and expand your customer base.
Your Retargeting Marketing Strategy
Better marketing campaigns are built on a clear idea; with retargeting you have a chance from the beginning to carefully plan and frame your goals and create a tangible strategy to reach them.
Are you simply trying to make an impression? Would you love to boost your sales by increasing the visibility of an already popular product line? Or are you in need of a campaign to remind customers about your brand promise?
You can craft retargeting campaigns that not only create brand visibility but also move people along the buyer journey. You can use retargeting to introduce new products to customers or generate repeat sales cycles. If your campaigns are losing a lot of prospects due to cart abandonment (which is pretty normal), you can create retargeting ads to lure them back. All your campaigns can have the right call to action so that you can nurture your leads, multiply your customer lifetime value or convince prospects to take action while reaching out to a whole crowd.
Now you no longer have an excuse to not know what kind of ads you should create!
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Tiago Faustino
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