If you browse social media regularly, you’ve likely seen a retargeted ad. Maybe you were browsing for a new computer sleeve, only to see an Amazon ad for computer cases when you opened Facebook later. Or perhaps you almost bought a new smartwatch. Now, when you scroll through your Instagram feed, you see a discounted ad for the same model. This tactic is called social media retargeting. Retargeted ads use data from your browsing habits to promote the same or comparable products.
When used wisely, social media retargeting, also referred to as remarketing, is an exceptionally successful tool. Across the board, making the transition from interest to conversion is e-commerce‘s biggest hurdle. (You’ve probably been among the 80% of people who abandon items in their shopping carts.) Retargeted ads significantly improve the chances of converting those potential sales. Customers who receive retargeted ads are 70% more likely to purchase the marketed product or service than those who don’t.
In this blog, we’ll discuss the audiences, content, and strategy behind retargeted ads. You’ll discover more about whom you can reach with this marketing tactic and why it yields such impressive results.
Rethinking Your Audience
Given the name, you might think retargeted ads only address the audience targeted by your initial ad. In fact, retargeted ads can reach existing customers (clients who have purchased from you in the past), highly-interested customers (those who have clicked on your ad before), and potential customers. The reach of retargeted ads depends in part on the extent to which you refine your audience.
Both Google and social media ads allow for extensive audience customization, which can be tricky (and time-consuming) without much experience. Fortunately, our Google-certified marketing specialists know the ins-and-outs of target audience selection across all channels. They can explain the process to you with ease, so you feel confident that your ads are reaching the right people at the right time.
Another important consideration is whether you’re marketing B2C (business to customer) or B2B (business to business). B2B retargeted ads have a 147% higher click-through-rate than B2C. In other words, while retargeting is a successful strategy across the board, it’s a marketing must for companies that sell directly to other businesses. If your company traditionally follows a B2C model but isn’t landing many conversions, you might consider pivoting your marketing strategy to include a B2B model.
Nailing Your Social Media Retargeting Content
Because social media retargeting addresses customers already interested in your product, ad content should extend beyond product introductions. At this point, content should distinguish your product from your competitors’ and include a strong call-to-action. Here are a few ways to optimize retargeted ads with stellar content to increase the likelihood of conversions.
- Use customer reviews to promote the product. 81% of consumers research a product before buying it online, so including a customer review in your ad reassures potential customers that your company is authentic and transparent. Customers also feel secure in their decision to purchase if an existing customer has had a positive experience with the product.
- Incentivize the sale. If you know a customer has clicked on your ad several times but still hasn’t purchased the product, it may be time to incentivize their purchase. You might offer free shipping, offer the product at a discounted rate, or even extend a free trial subscription. While you may not make full-price on the initial sale, landing that conversion establishes a client relationship. This client may in time become a recurring customer, or even a brand advocate!
- Vary your media. When it comes to social media marketing, content can be playful and familiar. To retarget potential customers, you might switch from static images to video to further explain your product. You can supplement a fixed ad with ephemeral content (stories) or interactive animation. You can also include surveys to provide custom recommendations for products. Because your target audience is so specific, you should communicate with them directly and confidently about their interests.
Don’t Forget: Market Thoughtfully!
While all marketing requires strategy, retargeting requires an especially attentive approach to target audience and timing. First, retargeted ads should respond to a specific action taken by your target audience. Generally, retargeted ads should focus on a specific page on your website (which visitors might find through organic searches or ads), rather than the website as a whole. Even if potential customers viewed the same product, organic web visitors should not see the same retargeted ad as visitors who clicked on a digital ad, simply because their journeys to your product page were different. Additionally, companies must find the sweet spot between prompt, helpful reminders about a product and an intrusive presence on a potential customer’s feed. With the right strategy guiding your campaign, you can balance your presence across channels to build brand awareness and increase your ROI.