Posted June 19, 2012 by fran @ 10:51 am
Remarketing advertising boasts of high CTRs mainly because it puts ads in front of an already engaged audience. Compared to other forms of online advertising, Remarketing targets users that have previously visited a website. This means that the people seeing the ad are already interested in the product or service being advertised, and all you need to do is reel them back in.
However, effective as it is, there are still a number of things that advertisers can do in order to optimize their remarketing campaigns. If you really want to make the most out of the power of remarketing ads, check out the tips and tricks below and see how you can apply them in your own ad campaigns.
1. Be consistent – Using ads that aren’t consistent with the theme of your website defeats the purpose of Remarketing, because the main goal of the campaign is to give users a sense of familiarity, and make sure that they know all about your product. In order to trigger this that feeling of familiarity or affinity with your brand, it’s best to keep the designs of your Remarketing ads similar to the look and feel of your website.
2. Include special deals – Often, people that leave your website without buying anything just need a little push to get them to complete the purchase. With that said, consider adding special deals to your ads and entice customers to come back.
3. Cover as many ad types / sizes that you can – Websites in AdMedia’s display network come in all shapes and sizes, so there isn’t a “one size fits all” type of ad. Be sure to include several creatives and sizes for your ads to ensure that they get displayed in as many websites as possible.
4. Be specific – In online advertising, the more targeted you are, the better. In your Remarketing campaign, target potential customers who have checked out specific products or categories and include those same products in your ads. Going back to tip number 1, doing this will further build that sense of familiarity in consumers and persuade them to go back to your site and complete the transaction.
5. Add some variety – Too much of something—even something that’s familiar—can also be a bad thing. Seeing the same ad over and over again can result in customers being turned off. They could start to think that your brand is creepy and your campaign could backfire. Prevent advertising fatigue by rotating your image ads regularly and displaying a variety of designs.
6. Use persuasive calls to action – Putting something familiar in front of customers may not be enough. Be sure to have a clear call to action button in your ads to direct them exactly where you want them to go.
7. Consider cross-selling – If you have products or services that complement each other, consider reaching out to existing customers to do a cross-sell. Tag the confirmation or thank you page on your site and advertise any products or services that can enhance the ones that the users just bought.
Image credit: Tony Abrego on Flickr