E-commerce marketing strategies must incorporate dynamic retargeting to be fully effective. On average, 96% of site visitors will leave your website before converting into customers, and the average shopper visits a site over nine times before making a purchase. Retargeting helps to capture those lost opportunities and shorten the conversion time by ensuring your brand remains at the forefront of consumer minds. Wherever they spend time online — whether it be their favorite websites, social media platforms, and email providers — your ads will follow, reminding them of their favorite items and introducing similar items.
Dynamic retargeting ads boost campaign performance for e-commerce companies of all sizes. Not only do they achieve 2x higher click-through-rates, but they also save money with a 50% lower cost-per-acquisition compared to static ads. Make sure your campaigns have the most significant impact possible by following our retargeting best practices below.
Create Dynamic Ads For All Stages of the Flywheel
Dynamic messaging in your ads allow you to target audiences at any stage of the customer journey, including repeat customers. For example, you can show cart abandoners a dynamic ad featuring items they left behind that include an offer like free shipping. Lure repeat customers in with items that complement their previous purchases, as well as an offer to join the loyalty program with a 10% discount.
Optimize Your Store’s Catalog of Product Images
The quality, content, and dimensions of your images are critical to the effectiveness of your campaign. Whenever possible, use professional product photos, as they draw eyes to your advertisement and message. Focus attention on your product by using transparent backgrounds in product photos. Buyers love how lifestyle images help them envision the product in use, which can move them one step closer to purchase. Also, ensure that you use consistent photo dimensions and sizes to preserve a quality presentation across all ads.
Segment Your Audience
Use specific pages people visit as an indicator for their stage in the customer’s journey. Tailor your ad messaging to that stage. If they only made it to the homepage, an introductory message might appeal to them. Visiting the product page may indicate interest in some customer reviews and product features. Whereas anyone who added items to their cart may enjoy free shipping.
Always Use Your Brand Name
Remember that brand awareness is an essential outcome of advertising and dynamic retargeting. Even if people don’t click on your ad, seeing your brand name over and over again builds familiarity and name recognition. When your prospect is ready to purchase, your company will be top-of-mind.
Write Brief and Catchy CTAs
Your copy should be quick and easy to read. Focus on communicating benefits to your audience and appealing to their needs. Calls-to-action (CTAs) should also be brief and direct. Examples include “Shop Now!” “Buy Now!” and “Pre-Order Today.”
Be Consistent With Your Brand Aesthetic
Your repeat customers already interacted with and bought into your brand. A familiar brand presentation can serve as a reminder that they’re fans of your products, and will most likely continue to appeal to them. For these reasons, it’s crucial to maintain a consistent brand aesthetic across your website and advertising.
Avoid Ad Fatigue
Refresh your ad content — images, text, and CTAs — at least once per quarter. As people continue to see your ads across the web, social platforms, and in their emails, the repetition can cause fatigue. The last thing you want to do is irritate your audience, create a negative association with your brand, or have people become numb to your advertisements and products.
Always Experiment, Analyze, and Revise
It’s important to continue testing new strategies, CTAs, copy, and images to optimize your dynamic retargeting campaign. These experiments can include A/B testing of different buying incentives like discounts versus free shipping offers. You can also see if popular items or recently reviewed products lead to more clicks, and perhaps exchange product photos for lifestyle photos to see which engages audiences the most. All factors can be altered and tested to achieve the best results.
Use Native Ads With Compelling Statistics
Native ads are well-received by audiences because they aren’t perceived in the same way as traditional advertising. Consumers engage with native ads 53% more often than banner ads. In fact, 32% of survey respondents said that they would actually share a native ad with someone that they know. Of course, the more engaging and compelling the ad is, the more likely it’ll appeal to your audience. Adding statistics and new information to your ad is an excellent way of increasing its value and relevance to the viewer.
Avoid Annoying Your Customers
Timing is everything — set a reasonable start time after customers purchase to begin remarketing activities. Once you win a customer and they become excited about your brand, it’s crucial to consider their experience as you launch retargeting campaigns. Rather than bombarding them with immediate advertisements, wait a little while and let them enjoy your product so you can begin enticing them with similar or complementary products when the time is right.
You’re On the Way to Success
Dynamic remarketing campaigns are already proven to outperform general display advertising and boost brand affinity. When implemented with these best practices, in combination with an automated and intelligent platform, your campaign is on the way to unprecedented success.
Wait, there’s more — here are mobile app retargeting best practices that you can’t miss.
Patrick runs digital advertising at AdRoll. His focus and dedication to this craft leave little room to develop secondary interests that might fit in an author bio.