5 Audience Retargeting Strategies for Ecommerce
What is retargeting in E-commerce?
Broadly speaking, most of the customer acquisition marketing activities can be covered under two main headers:
Prospecting and Retargeting
Prospecting is marketing to new users that have never heard of your brand. Retargeting, on the other hand, is marketing to users that know you. They could have visited your website, social media, or other channels.
Why is retargeting important?
Prospecting feeds retargeting.
Retargeting users is important because they are more likely to pay attention to a message if repeated via various channels.
The cost per acquisition is lower for retargeting campaigns as compared to prospecting. You can use Google and Facebook ads to create retargeting campaigns for custom audiences.
Top 5 Audience Retargeting Strategies
Now that we have understood what retargeting is, we will explore the top 5 audience retargeting strategies in this article. Let us get started.
Behavioral Segmentation of Audience
Behavioral segmentation involves segmenting your users based on the behavior that they exhibit while they interact with your business.
It is important that you know what your customers are looking for when they are interacting with your business. Staying informed of their likings will help you to personalize the content of your communications so that it appeals to them.
UTM codes can be used to track website traffic from the source, and segmentation can be done accordingly.
Retarget Customers Based on Abandoned Cart
Customers that have added a few items to their virtual shopping cart but have left it abandoned have a fairly high intention to complete the purchase process. They did not meet the purchase for some reason and are likely to convert when offered some extra push in the form of incentives.
Studies have shown that retargeting these customers via other mediums increases the possibility of purchase.
Use Multiple Retargeting Tags
Retargeting tags capture data on a specific action taken by the user. Using multiple tags results in a better chance of a conversion.
You should use a multi-channel approach in your retargeting ads. Retargeting campaigns are particularly effective when combined with other channels of marketing. You can trigger an email or an SMS campaign to reinforce the messaging in your retargeting ads.
Focus on Search Terms
Search remarketing involves utilizing search terms that people use to find your business online. In this case, the target audience is chosen based on the users’ search history.
To make this process fruitful, you need to thoroughly understand the search terms that people use to get to your website and which keywords lead to conversions.
Retarget Existing Customers
It is easier to cross-sell and up-sell than to acquire a new user. As these users have already purchased from you, you do not need to convince them that you offer good products or services.
You already have a lot of data for paid customers. Use it to understand their behavior and retarget them with exciting offers that increase their ticket size for them.
Additional Tips for Success in Long Run
By now you understand why it is important not just to target cold leads via prospecting campaigns but also to give special attention to people that already know your brand.
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Frequently Asked Questions
Why is retargeting important?
Retargeting is important because most of the users might not get converted in the first interaction with your brand. It is important to present your offerings to them again. This could be done via ads, emails, SMS, push notifications, or other relevant channels.
Also read: Email Marketing Made Easy
How do you measure targeting effectiveness?
The effectiveness of your retargeting can be measured by studying important metrics like
- Customer Lifetime Value