How to take advantage of Google Ads for your retargeting campaigns

How to take advantage of Google Ads for your retargeting campaigns

Retargeting campaigns using banner ads are becoming increasingly popular, with 1 in 5 advertisers having a budget exclusively for retargeting ads. Retargeting ads are incredibly popular with online advertisers because they work, and the stats speak for themselves.

However, there is much more to retargeting campaigns than showing ads to visitors who have already been to your site. Whether you work in a SaaS company, with an online business, or in any other branch of sales and marketing, you can use retargeting in many different and interesting ways.

The following points will serve as inspiration for your next retargeting campaign.

1. Create campaigns with lists

Try retargeting segmented lists of groups that have already been to your site, and are in your database. Groups can be segmented in different ways based on their location, stage in the sales cycle, or interests based on the pages visited on your websiteOnce the groups have been segmented, it is time to build different retargeting banners to attract all the groups in each segment. Creating different retargeting ads that are relevant to all of your different segment groups will mean that you have to create many variations of your ads, which can be a lot of work.

2. Retargeting at every step of your sales

Creating a retargeting strategy that targets visitors and groups at each stage of the sales funnel can be used very effectively in businesses without sales cycles. Build display ads that help nurture groups through the funnel from the awareness stage until they're ready to make a purchase.

3. Show already viewed content

If a visitor has abandoned their shopping cart, viewed a product without buying it, or visited a landing page without becoming a customer, you need to help them come back and convert them into customers by reminding them what they're missing.

In your retargeting banners, you can add images of products that they have seen, or content that they were thinking of downloading.

4. Retargeting based on email opens and clicks

If you want to think outside the box and try something new, try retargeting people who have opened your emails but haven't taken any action. Retargeting groups who have opened or clicked on your promotional emails can help bring back some customers.

This retargeting can also help boost your email marketing efforts, and help address the issue of low email engagement rates.

5. You have to retarget customers

Retargeting campaigns shouldn't be limited to visitors who haven't made a purchase yet. You can retarget your customers in different ways. You can carry out cross-selling campaigns. You can target customers who are about to renew a contract, and even retarget customers who haven't made a purchase in a while.

You can consider, include a discount or offer them something for free. This will make them feel important as customers and foster a positive attitude towards your brand.

6. Use discounts and offers

You may notice that some visitors have been about to buy, but have abandoned their shopping cart for one reason or another, and have not completed it. Try retargeting your banner ads with a discount or offer that might entice them back to your website to make a purchase.

7. Behavior Triggers

Try creating an online retargeted display ad that focuses on actions that trigger an action. You can display different banner layouts to a visitor depending on their last action on your site.

Again, this means creating lots of different ads, with different layouts and copy, so make sure you choose a partner who specializes in creating high-performing banner ads.

8. Personalize the CTA

In your next online retargeting campaign with display banners, try A/B testing different calls to action to see which works best. With this data, you can optimize your banners and personalize the CTA used to suit the user, personalized CTAs perform 42% better than non-personalized ones.

9. Align content and offers

Remember that your entire retargeting campaign should be a streamlined process. One way to do this is to make sure that the retargeted ad the person sees looks something like the action they previously took.

For example, if someone has downloaded a manual or guide, you might want to encourage more engagement by showing them retargeting ads for your next webinar. This will help potential customers improve engagement and purchases.

If you work in e-commerce, you may want to offer something related to the products that the user looked at the longest on their last visit. Creating relevant ads through retargeting will help you increase your clickthrough rate and overall sales.

10. Keep your ads fresh

Keep an eye out for retargeters who may be unhappy with your ads, make sure to regularly edit your retargeting ads. If your display ads aren't having an impact, then it's worth changing them to see if it can improve your click-through rate.

This means that you have to create, and frequently update, the banners that you use in your display advertising campaign.

11. Create Amplified Retargeting Ads

Online banner ads are just one specificity of marketing. Try to combine your retargeting ads with other levers so messages are delivered in a timely and consistent manner.

Many advertisers don't have a well-executed multi-channel marketing strategy, but you can take advantage of it by creating a multi-channel marketing strategy that incorporates retargeting banner ads to target your potential customers.

For example, you can upgrade an email marketing campaign with a retargeting campaign, or even use different channels, like social media, to launch a retargeting campaign that targets your users regardless of their location on the internet.

Online retargeting banner campaigns can be as simple as you want. The key to creating successful retargeting campaigns is making sure you're targeting the right people and creating ads that are engaging and innovative.