This means you’ll be spending less on targeting an already engaged audience, keeping you in front of the people you’ve worked hard on getting to your site.
How to create great retargeting campaigns:
1. Set goals
Determine the objective(s) and measurables you want your campaign to achieve and who you want to target.
2. Find your platform
Decide the most appropriate place to target your audience.
Use Google AdWords to target people browsing the web, or Facebook Ad Manager or Twitter Ads for advertising on social media.
3. Set yourself up
You’ll need to insert some code into your website from Google, Facebook or the platform you’re using, so they can track your visitors.
Instructions on how to do this can be found in the help section of the platform you’re using.
4. Segment your audience
Build profiles for your target audiences – for instance first time buyers or people searching in a specific area – so you can deliver them targeted messaging by determining what they’re in the market for.
Rotate your ads to see which creative and messaging gets the most attention.
And put on a frequency cap of around 9 ads per month so your content stays fresh to your audience.
What are the drawbacks?
One of the limitations of retargeting is that it’s difficult to extend your audience base.
Initially you may see an increase in engaged users when incorporating retargeting into your digital marketing plans, but those results could plateau if you aren’t getting enough new users to your website through other means.
We do all the hard work so estate agents and new home developers can retarget an advert of their choice to the most relevant visitors once they leave our websites, such as Zoopla, PrimeLocation and SmartNewHomes.
Our property portals receive 50+ million visits every month (Source: ZPG Internal Data, 1-31 March 2018) and we can identify landlords, buyers, sellers, and renters, as well as desired location and property type. Because AdReach uses ZPG first party data, it’s not affected by data regulation changes as some third party tools and agencies have been recently.
And best of all, you only pay when your ad is clicked.