A retargeting campaign is exactly what it sounds like. It retargets people that have been to your website (wherever you put the retargeting code) by displaying ads to them throughout the internet. Retargeting campaigns can be run as a component of Pay-Per-Click (PPC) campaigns on networks such as Google AdWords.
You’ve probably noticed that after you visit certain websites – or search for certain products on Amazon for example – that you see ads for those items. Seeing those ads is no coincidence and it’s a great way to stay in the minds of people that have already shown interest in your business.
Here are some tips for improving and enhancing your existing retargeting campaigns.
1. Be sure to use frequency capping on the number of ads you serve.
While retargeting is a great way to keep connecting with your audience, nobody wants to be annoying. Serving an excessive amount of ads to your audience can be overwhelming. Using frequency capping will set a maximum number of times that people can see your ads throughout the Google Display Network.
To turn on frequency capping in Google AdWords, go to the campaign settings and look under “Advanced Settings”.
Frequency capping can be set by day, week or month. There isn’t a set number of impressions to choose, and it can vary depending on factors such as your sales-cycle and the amount of competition in the industry. We like to use a baseline of 30 ads spread out throughout the month, so that each person sees about one ad per day if they are online regularly.
There are places you can put retargeting codes that you might be overlooking. If you send out email blasts or have a custom application tab on Facebook for example, a simple code can be put on it behind-the-scenes in order to serve ads to all of those people.
3. Use a combination of text and display ads
Display ads are the most common form of retargeting, but it’s also a good idea to incorporate text ads into your campaign. This will give you more opportunities throughout the Google Display Network to reach your audience.
Retargeting ads are most effective when you can change your images and messages often. Using a mix of text and display ads will help keep them fresh.
Implementing these 3 things will optimize and enhance your retargeting efforts. Leave us a comment if you’re using a form of retargeting in your search engine marketing strategy.