Remarketing is one of the most powerful and popular innovations to come from the rise of digital advertising. It gives businesses a second, or even third chance to try to convince a potential customer to buy without having to do more than simply set up an automated schedule. Marketers who are new to the digital world, however, may find this tactic intimidating or confusing. Here are some easy tips to help you get started.
Set a Specific Goal
All successful ad campaigns start by defining a specific goal, and remarketing is no different. Gather with key decision makers in your organization and ask what the campaign is hoping to achieve. Is it an increase in foot traffic? Sampling of a new product? Moving clearance-priced inventory? The more you can hone the goal and get specific with a simple plan, the easier it is to focus your remarketing efforts.
Pinpoint Your Audience
Once you’ve set a goal and know what you’re trying to accomplish, you need to also get specific about who your target audience is. Are you looking to expand your core audience of existing customers? Or are you looking to tap into a different demo that isn’t currently doing business with you? The awesome power of digital marketing comes from its ability to pinpoint audiences with very narrow demographic information. In remarketing, it may not be worthwhile to serve ads to everyone who visits your page. Breaking it down by demos like gender, age and geographic location may help you get the best return on investment.
Choose the Right Digital Advertising Platforms
Most remarketing ad interfaces allow you to select a suite of websites, apps, and social media platforms to choose from. It’s probably not the best move for you to buy everything in your fist campaign. Instead, focus on either a small, specific group that lines up with your target audience, or stick to one channel.
Deploy Effective Creative
Of course, strategy will only get you so far. You need to have eye-catching and effective creative messaging and ad copy to get the job done. Marketers should approach static web banners like outdoor billboards. Include a single striking image, six to seven words, a logo and a call to action. Short videos should always be captioned, if not heavily-reliant on text in their design. Digital audiences will have a very short time to consume your ad.
Once you’ve started your campaign, use digital analytics to monitor its success. Tweak budgets or placements if it underperforms and boosts it as you start to see results. Use the power of digital to grow your revenue.