Why Retargeting Ads Drive Better Conversions?
Retargeting ads are like leftover chocolates or sweets, safely kept away in the kitchen. Very tempting and something that replays in your mind. They are called retargeting because they target you after adding a product to your cart, but you didn’t buy it.
Why do you think they come repeatedly after just browsing an item or adding something to the cart? It is because retargeting ads is a marketing strategy. These ads help brands maintain a healthy connection with their loyal customers by sending attractive ads reminding them of their purchase.
This blog explains everything about retargeting ads and how they are better than regular ads.
What Are Retargeting Ads?
Online shoppers have definitely seen these. One day, you browsed a pair of shoes or a phone on an online website, looked at the price and other details, and added them to your cart, but never purchased them. From the next day, you see the ads of that same product and its brands. These ads are retargeting ads. They can be seen as a gentle reminder given by the brands to their favorite customers that their favorite product is waiting for them in their cart.
You might think ‘retargeting’ and ‘regular’ ads are the same, as they display similar content in attractive ways, so where is the difference? Regular ads aim for a general audience, whereas retargeted ads aim for their existing followers.
Since retargeting ads have an existing set of engaged followers, conversion rates will be higher. Regular ads need to reach and attract a new set of followers.
Retargeting ads employ marketing in the form of casual and personal messages, such as ‘Still interested in these items?’ or ‘Your cart is waiting for you’. Regular ads choose informal and creative language, but they lack the personalized feel.
Since retargeting ads have a set of potential buyers, their focus will be narrow, making it cost-effective. Regular ads have a broad audience, so for a better reach, they will need a higher budget.
How Retargeting Ads Work
Now we know how these ads pop up on our phones. But do you know how they started to retarget you? Let’s know how.
Step 1 – When you visit a website
Seen Pixels or Cookies on a website? They are small tracking codes used to record your visits to a website to browse a product. The pixel tracks your activity, and the cookies store the data to display retargeting ads to you.
Step 2 – When you leave the website
Your activity and time spent on a website will be recorded. The pixels send your activity on the website to ad platforms like Facebook or Google. When you leave after browsing, and visit another site, the cookies help networks identify you and show the retargeting ads.
These ads appear on major ad networks like Google Ads, Facebook, Instagram, and LinkedIn. People are active on these platforms, which will gain a large viewership.
The personalization, feeling of connection, and the reminding features of these ads make them an effective marketing strategy.
Benefits of Retargeting Ads
The benefits of retargeting are:
1. Reaches People Who Already Showed Interest – The target audience is the users who have interacted with your brand by browsing the site or adding items to the cart.
2. Builds Familiarity and Trust – The number of repetitions establishes a connection and feeling of familiarity between the brand and the customer. This connection encourages the customers to buy the items in their carts or a new item.
3. Reminds Customers About Their Interest – Retargeting ads come in texts, video ads, display, and social media ads. All these catch people’s eyes, which makes them a reminder to the users about their pending purchase.
4. Shows Personalized Messages – These ads show the exact services browsed on the website, or the items added to your cart. Seeing these reminder ads, users will feel valued and cared for.
5. Shortens Decision Time – These creative and persuasive ads will speed up the customer’s thought process and make them buy the products.
6. Higher Conversion Rates – Retargeting the existing audience increases sales, thereby increasing conversions.
7. Cost-Effective Strategy – An existing audience knows you and your products, so starting a new ad campaign is unnecessary.
8. Improves Customer Loyalty – The consistency in sending ads will make them remember you for future purchases or to suggest someone else.
9. Works for All Business Sizes – Big or small; these ads are run for all sizes of businesses. The cost-effective features make it a budget-friendly option for all businesses.
Tips to Make Retargeting Ads Work
We have covered what retargeting ads are, where they are seen, the benefits, and how they work. Now, we will suggest some tips to make them work.
Focus on who makes up your target audience. Do they have items left in the cart? Are they our previous buyers? If they qualify for these categories, retarget them. Focusing on them will increase your conversions.
Creating attractive and eye-catching designs with very little text will capture their attention. Giving your brand and the offers’ visibility a priority will help.
These ads have a certain frequency. The ideal frequency is 3 to 7 ads per week. Going above, this will be frustrating and will cause ad fatigue.
Your ads should not stick to one particular version. It should consist of headlines, images, call-to-action, and other types. Try different approaches until you find out what works best.
Platforms are important. Collaborate with email marketing, social media, or content campaigns to run your ad.
Common Mistakes to Avoid
There are certain mistakes to look out for while working on these ads. One, avoid too many similar ads. Using the same ad repeatedly will frustrate them. Two, know your customers. Keep track of your customers’ purchase activities. This will help you not to send ads that they have already seen. Ensure to constantly monitor the performance of your ads. This will help you know what changes your ad campaign needs.
Conclusion
Retargeting ads are basically reminder ads. They help brands keep in touch with their customers. Since they cater to an existing audience, their conversions and results will be better than regular ads. Initially, start simple, and later make space for improvement.
Did you like the idea and now looking for an agency that provides the best services? Let’s meet! Dinero, a digital marketing agency in Kerala, will provide you with the best ads for the best conversions.
Alan Susan Saji
Our Content Writer, Alan, focuses on creating content that engages and inspires the audience. With over two years of experience in delivering high-quality content for blogs, articles, ad copies, and case studies, she ensures that every project is versatile, informative and creative.
