Remarketing or retargeting is a great way to get back in touch with customers or clients that have previously shown interest or that have previously made a purchase or used your service. It’s a fantastic tool to improve your marketing campaign results. In short, you tag the users who visit your website, and then Google (or other platforms) place ads for your website/product/service on future webpages that that user visits.
If the strategy is too aggressive, it can make a user feel like he is being stalked by a company, and nobody likes a stalker. Here’s how to do it without becoming a creeper:
Figure out which segments of your market are most likely to respond to remarketing.
Some consumers will be very annoyed by remarketing—but these are probably the ones that use ad blocking software already. Others will be very receptive. Start segmenting your audience and testing different ads to see what they respond to and how aggressive you can be before the advertisements actually start to have the opposite effect.
Look to different channels.
The best way to make a consumer feel like they are being stalked is to follow them across a single platform, every step of the way. Instead of doing this, it should be your goal to resurface at some point down the line, on an entirely different channel. For example, they leave your website, and they continue browsing, and then they open Facebook and there your ad is. This does not feel too intrusive and probably will not freak your potential customer out as much as it might if your ad pops up on every single page they visit from the moment they leave your website.
Create a balance.
In short, what you want to do is to create a balance between not showing your advertisements enough to encourage a viewer to return to your website, and showing them too much that they start to get scared. The only way you can find this balance is to test, test, test your ads, the frequency and which they show up, and how the people viewing them respond to those advertisements. Paying attention to these three factors will help you determine whether or not you’re doing too much or, maybe even not enough.
Remarketing or retargeting is a great way to get back in touch with customers or clients that have previously shown interest or that have previously made a purchase or used your service. It’s a fantastic tool to improve your marketing campaign results. In short, you tag the users who visit your website, and then Google (or other platforms) place ads for your website/product/service on future webpages that that user visits.
If the strategy is too aggressive, it can make a user feel like he is being stalked by a company, and nobody likes a stalker. Here’s how to do it without becoming a creeper:
Figure out which segments of your market are most likely to respond to remarketing.
Some consumers will be very annoyed by remarketing—but these are probably the ones that use ad blocking software already. Others will be very receptive. Start segmenting your audience and testing different ads to see what they respond to and how aggressive you can be before the advertisements actually start to have the opposite effect.
Look to different channels.
The best way to make a consumer feel like they are being stalked is to follow them across a single platform, every step of the way. Instead of doing this, it should be your goal to resurface at some point down the line, on an entirely different channel. For example, they leave your website, and they continue browsing, and then they open Facebook and there your ad is. This does not feel too intrusive and probably will not freak your potential customer out as much as it might if your ad pops up on every single page they visit from the moment they leave your website.
Create a balance.
In short, what you want to do is to create a balance between not showing your advertisements enough to encourage a viewer to return to your website, and showing them too much that they start to get scared. The only way you can find this balance is to test, test, test your ads, the frequency and which they show up, and how the people viewing them respond to those advertisements. Paying attention to these three factors will help you determine whether or not you’re doing too much or, maybe even not enough.
Published on January 27, 2016
About the Author: Tatyana Mournier
