Display ad networks offer incredible value in reaching consumers not just once, but over and over again. Brand visibility and awareness among consumers depends on ads that keep showing up across the Internet. This visibility is particularly key for businesses trying to retarget past website visitors and consumers.
What is retargeting? Essentially, it is the practice of displaying ads to past website visitors. Most online consumers have been the subject of retargeting campaigns at one point or another. Advertisers understand that a consumer's decision not to make a purchase doesn't necessarily mean that they're uninterested in that particular product.
In the past, a lost conversion was abandoned forever. With retargeting, you have an effective method of rekindling that consumer's interest and potentially triggering a sale. Recent research from marketing firm HitSearch found that in 20 percent of cases, retargeting can trigger a sale within an hour of the ad being displayed. Those are powerful results that speak to the value of retargeting as a revenue driver.
To make retargeting work for your business, though, it's important to stick to the established best practices. Many companies fail in their retargeting efforts because they make all-too-common mistakes in targeting their consumers. Here are three common pitfalls to avoid in a retargeting campaign.
1. Linking Ads to the Wrong Landing Pages
A well-developed retargeting campaign utilizes several different ads, and a customer's contextual information determines which ad is displayed. Each ad should be linked to its own distinct landing page that has been designed with the initial ad in mind, according to TEGO Media. If a consumer clicks an ad for a specific winter coat, for example, and is brought to a landing page displaying an entire catalog of coats, the consumer might get frustrated that they weren't led to the content they sought.
Misaligned ads and landing pages can bleed potential conversions from a retargeting campaign. Always double-check each ad to confirm that it leads to a fully relevant landing page.
2. Valuing Quantity Over Quality
Volume in retargeting is highly sought by businesses, and deservedly so. The more consumers are retargeted, the more opportunities exist to make a sale. On the digital front, volume can be a tricky matter, especially when relevance is taken into consideration. Companies that pursue volume over quality in their retargeting are overspending on unlikely prospects. As a result, conversion rates decline, the cost-per-conversion goes up and profit margins shrink.
Invest in only the highest-quality ads, be patient and you'll be rewarded with better campaign results.
3. Burning Out Consumers On Display Ads
A single prospect might not respond to one advertisement focused on a specific product, but she might be interested in viewing a broader catalog of similar items. She might also be incentivized by a promotional offer or limited-time sale.
At some point, though, it's safe to say a certain prospect just isn't having it. Not every retargeted consumer will lead to a conversion, so it's important that campaigns be built to recognize this point and to stop spending on advertising.
Businesses are smart to ask "What is retargeting?" because without a clear understanding of its goals and purposes, the campaign can quickly become a losing proposition. Invest in a campaign that steers clear of common marketing pitfalls.