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Is Your Retargeting Frequency Too Much or Just Enough?

Is Your Retargeting Frequency Too Much or Just Enough? Staisey Divorski

Customers crave personalization. With so many platforms and devices competing for their attention, who can blame them? But the same customers that want to be understood and remembered also often feel uncomfortable with how much the Internet knows about them. For advertisers, it’s a fine line to walk, especially with retargeting campaigns.

Three Steps to Better Retargeting

Retargeting is a cookie-based technology that follows your audience online and places your ads on the sites they visit. Ads can be anything from coupons, to items left in their shopping cart or the last product they viewed. Brands use it because it’s easy and shows instant positive ROI. But, is there danger in using it too often?

The ability to target and convert visitors after they’ve left your site is revolutionary. Subtle reminders work for consumers. But too many subtle reminders can irritate a person and hurt your brand. How do we know when it starts to go bad? Well, like any other marketing strategy, there is no one-size-fits-all. Here’s three things you can do to improve your retargeting efforts and build a better relationship with your customers.

#1: Find optimal frequency with split test frequency caps

Frequency caps place limits on the number of times a visitor sees your ad over a period of time. It’s important that you generate enough impressions to keep your brand top of mind, but that you don’t generate too many. If you rely on what the industry says your frequency cap should be, you might just set your campaign short. So how exactly do you find your optimal frequency?

To find the optimal frequency cap, you’ll need a split test that involves one group receiving a low number of ads, such as three per day, and another group receiving a higher number of ads. For some companies, a higher cap may be more effective.

#2: Segment audiences to personalize your message and timing
Personalize ad messages to customers in different stages of the funnel. You can do this by placing different retargeting pixels on different pages of your site. From here you can deliver creative that’s based on level of engagement with your brand.

For example, if a visitor lands on the homepage of your women’s dress boutique, you can retarget them with a simple brand awareness ad. But, if someone visits the section “Little Black Dresses,” you can serve them a dynamic ad with some of your top-selling dresses in that category. Or if someone visited your site and added a dress, pair of shoes and a necklace to their cart, but didn’t purchase, you can retarget them with an ad showing the items left in their cart along with a free shipping offer.

Another factor to keep in mind is time. Depending on your brand, product and buying cycle, the time you retarget customers will vary. For example, if someone visits your women’s dress boutique and looks at a pair of earrings, but doesn’t buy, she will be more likely to convert in the next couple hours, as opposed to 15 days later. However, if someone is looking at your bridesmaids or prom dresses, you may have more time to retarget them, as shopping for formal occasions usually means early planning.

#3: Use conversion segments to target or exclude purchasers

A conversion pixel placed on your post-transaction page will help you identify users who have made a purchase. You can use it to remove users from a particular retargeting list and avoid serving them ads related to a specific product they have already purchased. And it saves you from wasting impressions on the users who have already converted.

Instead, serve users who have made a purchase with ads that offer upsell or cross sell opportunities. If they bought a wedding guest dress from your women’s dress boutique, you can retarget them with ads for clutches or other accessories. 

If you implement these three steps today – no better time than the present – you’ll be walking that fine line of retargeting, which will result in better relationships with your customers.


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