Why Use a Retargeting Ad?
You’ve probably heard about retargeting ads and wondered what they are. Let me explain what retargeting ads are in this blog and how they can help to drive your e-commerce ad strategy forward.
Retargeting ads, sometimes known as remarketing ads, are advertisements that re-target people who have taken some sort of action, either on your social media channels, your website or your email list for example.
Mostly, retargeting ads are to target people to help them to complete a decision, on a purchase for instance. They may have visited your website but not bought anything, left something in the basket or not signed up to a workshop - but they HAVE been looking and so we have them recorded.
In a nutshell, retargeting ads keep your brand in front of your ‘bounced traffic’.
Dynamic product ads (DPA)
Dynamic product ads (DPA) are one example of retargeting ads and they’re great for you if you have an e-commerce store.
If you have set up a product catalogue from your website shop and linked it to Facebook Business Manager, you can create a dynamic product ad to remind a person who has been on your website what they have been browsing through.
I see this type of advert a lot when I’ve left something in a shopping basket unbought – it’s a nudge to get me to take action to buy. And it works! I’m often encouraged to head back to the website and complete my purchase once I’m reminded of the items I was looking at.
Let’s say that around 60 to 70% of people who visit your website leave within the first few minutes, these ads target them to remind them of the lovely products you have and to come back and buy them. After all, it is said that it can take up to 10 touches or more to someone before they buy, so don’t be afraid to get in front of their eyes!
If you’re a service-based business, you can use retargeting ads to follow up with people who have visited your website to browse your services too. You could, for instance, send anybody who has visited a specific page on your website, maybe even your website at all, your lead magnet ad which directs them to your website and straight into your sales funnel. This is great practice, as these people are already warm leads!
Making the most out of people’s comments
It’s great when someone takes the time to comment on one of your social media posts – the content must have really resonated with them. Again, don’t waste this warm lead. Instead create a retargeting ad just for them – maybe a specific piece of content that goes another step further with the information you shared originally, or even a video to take them to the next level of your customer journey.
If they interact with this next ad again, then it’s time to offer something to them, perhaps a free introductory call. You’re still being really helpful so don’t be fearful of appearing salesy at this stage.
Think about the ways you can use a retargeting ad
I hope this has given you food for thought. There are so many creative ways you can use a retargeting ad. Just remember its purpose; to influence a lead to take positive action.
Give me a call
If you need help with this strategy and would like someone (like me!) to help set up the functionality to make it work, plus more to track your traffic activity, please get in touch today for a free discovery call (a chat and a cuppa basically!). I’d love to hear from you.