Re-marketing or re-targeting is a great way to get back in touch with customers or clients that have previously shown interest or that have previously made a purchase or used your service. It’s a fantastic tool to improve your marketing campaign results. In short, you tag the users who visit your website, and then Google (or other platforms) place ads for your website/product/service on future webpages that that user visits.
2. How to Retarget Prospects
Without Being Creepy
• Figure out which segments of
your market are most likely to
respond to remarketing
Some consumers will be very annoyed by
remarketing—but these are probably the ones
that use ad blocking software already. Others
will be very receptive. Start segmenting your
audience and testing different ads to see what
they respond to and how aggressive you can
be before the advertisements actually start to
have the opposite effect.
3. How to Retarget Prospects
Without Being Creepy
• Look to different channels
The best way to make a consumer feel like they
are being stalked is to follow them across a single
platform, every step of the way. Instead of doing
this, it should be your goal to resurface at some
point down the line, on an entirely different
channel. For example, they leave your website,
and they continue browsing, and then they open
Facebook and there your ad is. This does not feel
too intrusive and probably will not freak your
potential customer out as much as it might if your
ad pops up on every single page they visit from
the moment they leave your website.
4. How to Retarget Prospects
Without Being Creepy
• Create a balance
In short, what you want to do is to create
a balance between not showing your
advertisements enough to encourage a
viewer to return to your website, and
showing them too much that they start to
get scared. The only way you can find this
balance is to test, test, test your ads, the
frequency and which they show up, and
how the people viewing them respond to
those advertisements. Paying attention to
these three factors will help you
determine whether or not you’re doing
too much or, maybe even not enough.