The 4 Do’s and Don’ts of Retargeting for Small Businesses
Date: January 24, 2016
What if there was a way to recapture the attention of website visitors after they’ve already left? There is! It’s called retargeting (or remarketing), and more and more marketers are taking advantage of this type of advertising to extend the reach of their brand and drive conversions across the internet.
Small businesses especially should consider running retargeting campaigns to maximize advertising efforts and increase exposure. Read on to learn what retargeting is, and the do’s and don’ts of effective remarketing:
What is Retargeting?
Retargeting—through the implementation of a snippet of code on your website—tracks your website visitors who haven’t converted as they browse other parts of the web. This piece of code tells your retargeting provider to show them your ads, enticing them to come back to your website to complete their purchase. This form of advertising is a subtle way to keep your brand at the top of consumers’ minds and is especially useful for turning abandoned shopping carts into sales.
The 4 Do’s and Don’ts of Effective Retargeting
Remarketing works and marketers know it—in fact, nearly 90 percent of marketers polled last year said they’ve used retargeting campaigns. To make sure you’re staying ahead of the pack, we’ve shared four retargeting do’s and don’ts to keep in mind:
- DO segment your website visitors by audience type, location, and online behavior. Grouping your audience in this way will help you better tailor your ad content to them.
- DON’T forget to include a strong call-to-action (CTA) in your ads, which will help drive clicks and boost ad performance.
- DO use a burn pixel to make sure that converted members of your target audience will no longer see your ads.
- DON’T stalk your web visitors. You can limit the number of times your audience will see your ads by implementing a frequency cap.
If you’re considering creating a remarketing campaign to boost sales for your small business, you don’t have to go it alone. The experts at News-Leader Media Group in Springfield, Missouri are here to help. Contact us today to see how we can help you plan and execute your retargeting efforts.