7 Easy Ways to Improve Your Re-Targeting Ad Campaigns

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7
Easy Ways to Improve Your
Re-Targeting Ad Campaigns
Source : Gripel Team

7 Easy Ways to Improve Your Re-Targeting
Ad Campaigns
Understand the buyer journey (or buyer cycle)
Improve audience targeting
Keep a close eye on advertising frequency
Experiment until you find a highly-compelling offer
Utilize Dynamic Creative Ads on Facebook
Set up simple sequential engagement campaigns
Embrace the emotional element of advertising
1
2
3
4
5
6
7

Retargeting ad campaigns play into one of
the oldest concepts in marketing
The Rule of Seven.
The Rule of Seven simply
states that the
prospective buyer should
hear or see your
marketing message at
least seven times before
they buy it from you.
It is predicated on the
notion of building trust
with the buyer over the
course of several
messages or
interactions.
Which brings us to the
seven easy
improvements you can
make to your
advertising campaigns
starting today.

• Understanding the buyer journey (or buyer cycle) is crucial and
applies to all of your retargeting campaigns.
• It’s similar to the sales funnel, in that the process begins with more
customers at the top in the awareness stage and ends up at the
bottom with much fewer people in the conversion stage. Here’s a
nifty graph showing this process from McKinsey & Company
1

• Retargeting is intended to capture more of those consumers as they
proceed through the funnel. But if you’re not careful, you can
actually damage conversion rates by ignoring the buy cycle.
• If you’re considering letting your retargeting ad campaigns roll along
on their own: don’t do it.
• It’s not just about showing your ad to the wrong person multiple
times, which by the way, can be quite annoying to customers.
1

• It’s more about losing all awareness of the performance of your ads.
If there’s one thing that marketers need, it’s a detailed
understanding of their data and the effectiveness of their marketing
initiatives. That means understanding what’s successful and what’s
not. Who’s converting on what? Which ad set or ad creatives have
the highest ROI?
1

• We’ve talked to lots of brands that start out with targeting anyone
and everyone that visits their website in their retargeting
campaigns.
• Needless to say that approach isn’t always the most effective.
• Customers visit to your website for lots of different reasons. They
visit different pages. The pages they visit represent different buyer
intents. Perhaps they’re not looking to buy your product at all.
2

• The key is to match your custom advertising audiences to those
shoppers’ intents.
• For example, if you’re an ecommerce brand and someone visits your
website shopping for shoes, make sure that you segment those
people into a custom audience labeled “shoe shoppers” or
“footwear.”
2

• Over the past year at Buffer we’ve created various audiences based
on the subject matter our visitors are interested in learning about.
We have a custom audience for traffic to all Facebook marketing
pages, Instagram marketing, customer experience, case studies, etc.
• That allows us to be hyper-focused on what type of content we
deliver, which helps to drive down costs.
2

• Frequency is something that many advertisers don’t necessarily
consider in their campaigns, but should be thinking about in terms
of improving their overall performance.
• A recent study on U.S. consumer emotions associated with
retargeting ads determined that ad frequency had a negative impact
on buyer emotions.
3

• Heavy ad frequency changes a buyer’s outlook from positive to
negative. It can be intrusive, annoying, and worse yet — it may
cause customers to become angry with your brand. Which will affect
current and future sales.
• Make sure to implement some sort of ad frequency limit on your
campaigns. At Buffer, we’ve implemented a frequency limit of three.
If the audience starts seeing the ad more than twice, we’ll either
shut it off or change up the ad creative (which is a best-practice
regardless).
3

• We had the pleasure of hosting Facebook ad expert Molly Pittman
the Buffer Podcast back in episode 42 and she discussed this idea of
lead magnets.
• Lead magnets are your most compelling call-to-action. Something
that you know your customers love and that other people will love,
too.
Experiment until you find a highly – compelling offer
4

• If you’re not sure what that lead magnet could be, start with a quick
analysis of your website traffic. What products, pages, articles are
people visiting most frequently?
• Then if you want to take it a step deeper, analyze conversion rates
for those products or pages. In other words, what’s the total
number of people that convert from a specific page compared to
total number of visitors?
4

• The higher the conversion rate, the better the magnet.
• At Buffer, we had no idea where to start with retargeting. After
some investigation, we found that one of our posts on Instagram
marketing was generating a ton of traffic and had an unusually high
conversion rate to product trialists.
• Today that ad has driven more than 175,000 visits to our website
and thousands of product trials.
4

• You’ve probably experimented with dynamic product ads on Facebook,
but have you tried dynamic creative ads?
• Dynamic creative ads are a tremendous advertising tool because they
ultimately take the guessing work out of your advertising copy.
• You can upload multiple images or videos, headline and description
variations, as well as CTA button texts – and Facebook will test and
automatically optimize for the best combinations. This graphic from
WeRSM demonstrates this concept perfectly
5

• It’s important to note here that, because Dynamic Creative Ads only work
with Traffic, Conversions, and App Install campaigns, it’s best to use these
types of ads in the middle and the bottom of your sales funnel.
• For instance, if your ecommerce business sells sunglasses, you could
easily test standard product photos, action shots, vs. customer
testimonials in your ads.
• Facebook will then put your budget to the ads that are performing best.
5

• When setting up sequential engagement campaigns, you’re taking a
very large audience and converting them into a smaller, more
qualified audience.
• This is different from segmenting your audience because this is
based on people who interact with your content. It’s a great way to
grow your brand awareness while also moving people down the
funnel.
Set up Simple sequential engagement campaigns
6

• Let’s say your a small-to-medium sized ecommerce brand that sells
unique hair products.
• Start by boosting a video that has performed well organically on
Facebook or Instagram.
• After a while, the views of that video will slowly start to pile up. You can
then create a custom audience based on people who have watched 3
seconds, 10 seconds, 50%, 75%, or even 100% of the video and target
them with an ad that makes sense sequentially.
6

• Blenders Eyewear does an incredible job of this – delivering ads on
Instagram when and where they are most relevant.
• Put yourself in the mind of your audience here. Think, if I saw this
ad, what would be the next logical step? Then map that out over the
course of a few days to a few weeks.
6

• We all like to believe that we’re intelligent buyers who always act
rationally, but that’s only partially true. Our emotional side has a lot
to say when it comes to purchasing products.
• A simple list of product features might convince the rational self in
some users, but it tends to have no effect on their emotional self.
Our emotional self-doesn’t care about features, that part of us
wants to see and imagine the benefits.
Set Embrace the emotional element of advertising
7

• Coca-Cola’s recent Super Bowl ad, A Coke is a Coke, is a wonderful
example of how emotions can elicit strong feelings of connection
and understanding.
• It’s important to address both the rational and emotional side of
potential customers in your ads. Speak like a human. Use emotive
language. Talk about benefits, not features.
Set Embrace the emotional element of advertising
7

Special thanks
With Special Thanks to Gripel Team

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Ph.: +91-79-27540463 – 64 E-mail: info@jbsacademy.com | www.logiveda.com
With
special
thanks
to
Gripel
Team

7 Easy Ways to Improve Your Re-Targeting Ad Campaigns

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