Refresh, Relocate & Remove – Three Strategies for Retargeting Success, Part 2

Kamal Thakarsey
March 5, 2013
Retargeting Audiences 2

Innovation in retargeting technology has increased over the last few years. With new players, the simplification of tools, and an increase in platform integrations, retargeting has become a valuable channel for reacquiring leads and filling in the middle of the marketing funnel. Last week in part one of our two part series, we discussed why testing platforms, setting realistic call-to-actions (CTA), and segmenting visitors are all critical to a successful retargeting program. Today, we’ll conclude our discussion by reviewing the importance of refreshing ad creative, integrating geo-targeting strategies, and opting out employees from retargeting campaigns.

Refresh: Update Ad Creative Often

Ads that are used to retarget your visitors tend to follow them around as they surf the web. The constant bombardment of the same or similar ads can not only lead to ad blindness, but can also frustrate your audience. To increase the likelihood that your visitor pool will notice and engage with your retargeting campaign, consider refreshing your ad creative frequently—every week or month depending on your business needs. Consider testing new CTAs, promoting a different piece of collateral, or simply changing the look and feel of your ad creative. The more often you refresh your ads, the more opportunities there are to re-engage your audience.

Relocate: Integrate a Geo-Targeting Strategy

The scope of your business or the engagement of your audience might be isolated to a specific geography—shipping only within the United Kingdom or a contest that only includes Australian residents. If geography is a limitation or plays a significant factor for your business, it’s important to understand which retargeting vendors support geo-targeting functionality. Even if your campaigns are performing well, there are still opportunities to remove specific geographies and eliminate unwanted impression and clicks that result in wasted spend and unqualified leads. On the other hand, geo-targeting an emerging market and retargeting visitors to promote additional discover can help grow brand and lead generation efforts in strategic geographies.

Remove: Opt Out Employees

Employees who visit your company’s website often times become a bullseye for your retargeting campaigns. While the number of impressions may not make a huge impact on overall campaign performance, they still represent valuable impressions and spend that could’ve been directed towards a more qualified audience. Most platforms don’t really offer a simple solution for addressing this challenge (i.e. IP exclusion). However, you can build a segment, for example visitors to your website’s Careers page, and exclude it from your retargeting campaigns. Ask your colleagues to visit the Careers page once and they should be “opted out” of retargeting (depending on cookie settings). This is by far the most efficient and effective solution I’ve found to date (let me know if you leverage a different strategy).

Marin Software Careers Page

Retargeting remains a critical marketing channel for reaching and re-engaging your potential customers. As you manage and optimize your retargeting program, keep the six strategies and best practices in mind. They’ll help you kick-start your program and optimize campaign performance for long-term success.

“Let’s Try This Again…” – Three Strategies for Retargeting Success, Part 1

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