One of the greatest benefits of the internet is that there are endless possibilities for customization. Not only can you make things look the way you want them to, you can tailor your messaging, transparency and processes specifically to add value to what you’re doing. Although this is one major plus of the internet marketing space, it can also be a source of consumer annoyance.
A pretty relevant example of this is retargeting. Clever? Yes. Innovative? Absolutely. Misused? Often. Although it’s great to have a customized advertising solution based specifically on individual user experience, there’s a fine line between crafty and creepy. The bottom line is, if you’re running a retargeting campaign, there are specific things you should be doing with your ads to ensure you’re maximizing what you get out of your campaign.
For starters, there’s the issue of ad relevancy. Your retargeting company should be building ads specifically to engage your target audience. If your aim is to target health food fanatics, for example, it doesn’t make sense to serve an ad to an audience that eats fast food at least 4 times a week. Although this should seem like a given, it’s important to note. Your retargeting company should know your specific goals and exactly which consumers you’re looking to convert, as detailed as possible. That way, you’ll get the most out of your investment.
Another important thing to consider is your ad frequency. Confirm that your retargeting company is setting caps. It’s nice to see ads that are relevant to the things you’re actually interested in, but it’s quite another to be bombarded with them. If your potential clients are getting over-served, there’s a good chance they’ll either begin ignoring you completely or find a way to opt out, both of which result in wasted money. No one wants to feel like they’re being chased. Don’t be that guy or gal!
The whole point of doing both of the things above is to ensure that your clients aren’t becoming blind to your ads. Your retargeting company should be producing compelling, dynamic ads that are served smartly. Don’t settle for a template ad that was used in your competitor’s campaign. After all, the goal is to brand yourself and set your company apart from the competition, thus increasing conversions. How can you do that when your ad looks almost identical to your competitor’s?
In short, a retargeting campaign will require time and a piece of your marketing budget. As such, you should work with a company that understands the full scope of what you’re trying to accomplish, even beyond the retargeting campaign itself. Ask tons of questions, expect results, and really qualify the companies you’re considering to handle this important part of your marketing campaign. Although it’s definitely an investment, if you choose wisely, your ROI could be extraordinary!
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