Remarketing Mistakes Your Business Could Be Making
Remarketing is a clever strategy to have in your digital marketing arsenal. When a visitor leaves your website, remarketing means that they’ll continue to see ads on other sites so they can be led back to your business. But, like anything, remarketing is only effective when it’s done right. When it comes to remarketing Perth, Dilate Digital know what we’re talking about so we’re here to share some of the top remarketing mistakes that businesses make so you can avoid them!
Ads aren’t targeted enough
Too many businesses run the same remarketing ad for all visitors to their website when it’s more effective to have different ads for different user groups. For example, you could have a retargeting ad offering a discount on their next purchase for customers who have recently completed a transaction, while users who bounced off the site before the checkout could be shown the products they left in their cart. Targeting your ads means you’re offering more relevance to your users which increases engagement.
Not setting a frequency cap
Once your remarketing ads are up and running, don’t forget to pay close attention to the frequency at which the ads are shown. You want users to be reminded of your business and return to your website, not to be irritated by the same ad showing up for weeks on every site they visit. Set a frequency cap so users aren’t overwhelmed by your ads. If you’re not sure what the optimal frequency is, set up some split testing to experiment with a few different options.
Linking to the wrong landing page
We see this all the time! Businesses set up engaging, relevant remarketing ads only for users to be led back to the wrong landing page. This results in confusion when you should be making it as easy as possible for a user to complete a conversion. For example, if your ad displays a certain product, make sure you link back to that product. Speaking of landing pages, make sure they look engaging and have good quality content to encourage users to stay on your website for as long as possible.
Forgetting to test your remarketing ads
You should always be testing your remarketing ads to see if you can get better results. If you’re nervous about experimenting, remember that you can always go back to a previous strategy if something new doesn’t work. Split testing is an easy way to compare results and you can test aspects of your campaign such as your frequency cap, the design of the various ads, and the targeting of certain user groups.
Dilate Digital provide expert assistance with your retargeting advertising so your customers will continue to be reminded of your brand and be led back to your website. Don’t worry, we take the hard work out by looking after the setup and technical work while also designing visually awesome retargeting ads for your business. Give us a call today to learn more!
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