Running a successful business involves many different factors and one would argue that effective marketing is a factor that can be key in determining whether a business is going to perform well or not.
Correctly marketing your product or business will help you build a meaningful connection with your audience.
There are many tools and techniques you can use to effectively market your brand. One such technique is known as retargeting. When used correctly, retargeting can single-handedly boost incoming traffic to your website and increase conversion rates.
So without further ado, let’s get into what retargeting is and how you can use it to boost your sales.
Retargeting refers to reaching out to customers who already know about your brand and have interacted with you in some way. They may have visited your product’s web page or they may have even made a purchase from you in the past.
Retargeting is generally done through third-party networks so this enables you to reach customers wherever they are on millions of websites such as Facebook, Twitter, LinkedIn and many more.
Targeting is the most traditional and straightforward way of advertising your product. It refers to reaching potential customers that have never interacted with your brand or product. Most likely, these people have never heard of your brand before. Amazon sellers generally guesstimate which audiences will be interested in their targeted ads based on basic demographics such as age, region, education, etc.
While targeted ads are definitely beneficial and have a place in the sphere of online advertising, it’s important to note that the number of customers that actually take an interest in targeted ads is often fewer than the number of customers who are coming to your site through a retargeted ad.
As we mentioned earlier, retargeted ads can reach your audience on countless websites. This allows you to advertise your product to audiences outside of Amazon.
When a potential customer first visits your product page, more often than not, they’re not willing to purchase right away. They may look at the details of your product and then close the page to go look at something else. This is where retargeted ads come in. The customer will now see an ad for your product on another website and this ad may just be the final push they need in order to convert.
Studies have shown that retargeted ads play a major role in increasing conversion rates along with increasing ad impressions. Typically, an increase in ad impressions means you’ll see a decrease in conversion rates but since retargeted ads are aiming at audiences that are already familiar with your brand, it gets you higher quality impressions which often result in conversions.
Furthermore, retargeted ads are great for your Advertising Cost of Sale (ACoS). Retargeted ads are incredibly cost-effective and they help keep your ACoS. As a result, you make a much higher profit from your online business.
Now, in order to create retargeting ads, you’re going to need Amazon links to your product that have retargeting pixels embedded within them. There are many different programs available that can help you achieve this but the best one we’ve come across is Pixelfy.me. It’s a URL shortener that can generate tracking links for you to use in your retargeting ads. It also has the ability to create 12 different types of tracking links all with different aspects and purposes so you’re really able to control what audiences you’re reaching.
These tracking links also gather information about the clicker which you can then study in order to find out more about your customer. Familiarizing yourself with the audience that is more receptive to your ads is essential if you’re going to make an effective marketing campaign.
These tracking links provide you with information that can play an extremely effective role in you developing an ad campaign that audiences will be receptive to.
We hope we’ve been able to acquaint you well with the basics of how retargeting works. With that being said, here are some additional tips that you should follow that can help you effectively reach the correct audience:
Segmentation is key. Segmenting your target audience based on their behaviors can play a huge role in increasing sales as well as visits to your product’s web page. By observing visitor patterns, you can separate them into different groups based on their sales-readiness and then create a more optimized ad experience for these different segments which can make them more likely to convert.
Using frequency caps is also something we highly recommend. You don’t want to overwhelm potential customers by constantly hounding them with your retargeted ads. This can result in the customer being turned off by your product even if they were initially interested in it. To prevent this from happening, you can utilize frequency caps that will limit the number of times a specific ad will appear.
A huge reason why many online businesses end up failing is often not because their product is mediocre. A lot of the time, companies make high-quality products but after that, they take vague, uninspired guesses as to who their target demographic is.
Sometimes, companies can get lucky and reach the appropriate audience but more often than not, this doesn’t end up happening and online businesses are driven to the ground because of it. In the old days, many businesses tried appealing to the largest number of people possible.
Today, entrepreneurs and innovators have realized that a much more effective way of marketing your product is to identify the specific type of people with whom your product really resonates and to tailor your marketing campaign towards that demographic.
A highly effective way of doing this is to develop a customer avatar. A customer avatar can be described as a highly detailed profile of your ideal customer. The purpose of creating a customer avatar is not to identify a group of people but rather to create a persona of one singular person who you can identify as your ideal customer. It’s crucial that you go into much more detail when creating a customer avatar than a regular marketing persona.
It’s also important to note that the purpose of creating a customer avatar is to identify your ideal customer, not your average buyer. If you already have customers like that, you can definitely use them as a foundation to build upon your customer avatar. If you’re unable to identify such customers in your customer base then this could mean that you’ve been targeting the wrong demographic all along.
When approaching potential customers, even ones that have interacted with your brand in the past, it’s important to tailor your ads in such a way that they promote an aura of reliability and overall quality to the customer.
We’ve already talked about how you can utilize frequency caps to ensure that the customer is not constantly being yelled at by your retargeted ads. It’s important to use restraint and use your retargeted ads wisely so that the customer only gets the push that he or she needs at the right moments.
Secondly, a very important thing to keep in mind is that when a customer dislikes the way their information is being shared, their purchase interest drops significantly. This is why it’s important to be transparent with customers about how you were able to reach them with your retargeted ads so you can build a relationship with them that is based around trust. Not only will this allow the customer to feel more secure and comfortable about purchasing from your brand but it will also increase the likelihood of them becoming a loyal customer.
A “hook” in advertising refers to a catchphrase or short jingle whose purpose is to entice a potential customer into buying your product. It’s generally the first thing a customer sees about your product so it’s essential that it be something that is able to effectively reel them in.
As with every aspect of marketing, developing an effective hook of your product requires adequate knowledge about who your target audience is. A hook has to be highly specific in order to resonate with people and in order to develop a hook like that, it’s essential to correctly identify the people who will benefit the most from your product.
Once you’ve identified your target audience, you can then identify their pain points and their desires in relation to your product. Think about what their fears and desires are and propose how your product will be able to alleviate their fears and help them achieve their desires. Developing a hook with this in mind makes it a lot simpler than if you were to just create one from scratch.
Retargeting can be an invaluable tool for increasing your brand’s reach and building a loyal customer base if it’s used properly. Programs like Pixelfy.me do an incredible job of facilitating Amazon sellers with tracking links that make it extremely easy to develop retargeting campaigns that can play a pivotal role in increasing conversion rates of their product(s).
We hope you’ve gained useful insights into the world of retargeted ads and we also hope you’ll use them in the future to grow your online business.
Let us know in the comments how retargeting has helped you and your business.
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