8 Jeopardizing Red Flags to Avoid in Re-targeting
WAIT!!! YOU’RE BEING FOLLOWED
Following one-time visitors around the web (also known as re-targeting) must have some limitations, or a brand must brace itself for failure. Here’s why:
The High school Geek: Imagine if some high school geek approaches you and says,
“Hey! your blonde hair looks amazing. Wondering what happened to the brown bob you rocked in your junior high.”
Sounds like a stalker? Stalker. Eww.
The Creepy Colleague: Imagine a new colleague waving wildly at you at a traffic signal. How do you feel? Whooops.. weirdo! Red flag.
What chances do you have of being comfortable with them ever again?
The Stalking Retailer: Let’s come to a shopping example. Imagine getting home from a window shopping trip with your friends, and having some retailer knock every window of your house pleading you to buy whatever you had touched in the store.
So uncomfortable. and disgusting.
Thank God nobody follows you around from the brick-and-mortar stores. But when one surfs the internet, it happens. People tend to ‘follow‘ you around and it can be disturbing and eerie.
Why Following Around?
Usually, for a website, Only 2% traffic converts right away. Anyone will want the 98% to come back. That’s what re-targeting campaigns are for.
But like every strategic campaign, these re-marketing ones also feed on brains. They require moderate care and precaution to design a concise campaign, because if gone wrong, they leave you worse off than how you started. Avoid these red flags to turn your campaign into a success!
The Red Flags That Kill A Brand’s Success
1. Bombardment of Impressions
Don’t show your potential customers a banner every five minutes, all over the web, like their mom would call them again and again when they stay out late at night. It’s annoying.
Every brand should be wary of ‘causing customer annoyance by showing too many re-marketing ads’.
Nobody wants a stack of cheesy love letters on their front porch following a first date. However, it’s not a death pitfall. There’s a way out of it.
Tip: You can set a frequency cap to limit the number of impressions each of your users is served.
2. Insufficient Ads
Showing too many impressions will turn the user against your brand. But not showing enough would amount to an ineffective campaign.
Brand awareness is one of the foremost goals of retargeting. It has got to make a place for your brand in the consumer’s memory. Few ads a month don’t create solid brand awareness.
Tip: 20 impressions per user per month are good enough. It’s an agreeable frequency to cement brand recall.
3. Lack of Creativity
Among all factors of the massive campaign you’re running, the banners are crucially important. The ads deserve the highest amount of attention and creativity. Craft well-branded, clear and concise ads. Bring innovation to the ads. Avoid using one ad for the lifespan of a whole generation. There’s a 50% decline in click-through rates if you run the same ads for five months, according to proprietary ReTargeter Data.
Tip: It’s better to rotate creative sets of ads to avoid blending your brand’s ads to ‘just a background thing’.
4. Re-targeting customers for things they already purchased
It’s a hell if you are surfing the web and the same ads start dancing in front of you which feature things you have purchased. Converted customers are easy to remove from your retargeting campaign. Just place a line of code on your post-conversion, or thank-you page. It’ll remove your customers from the unconverted pool. They will get rid of your old ads.
Tip: You may continue serving ads to your customers, but use a different set of ads with new offers. For example, you may offer ads on a future discount or new arrivals.
5. Running Multiple Campaigns at a Time
Young brands may display enthusiasm by running multiple re-targeting campaigns simultaneously to get maximum conversions. However, it can be the worst idea.
Retargeting works using real-time bidding. When your ‘cookied’ users visit sites with available ad space, the retargeting provider will bid on that ad space in real-time, and the retargeted ad will appear as the page loads.
If you team up with multiple providers, each provider will be bidding for the same spots on the same websites, adding up to your media costs.
The worst diffficulty you’ll face will be in effectively implementing frequency caps.
Tip: For effective results and for deciding between providers, run tests working with multiple providers subsequently ( one provider at a time only ).
6. Failing to keep Track of Success
If you’re just relying on the data on clickthrough rates and conversions provided by your retargeter, it isn’t sufficient. It’s crucial to measure progress and success yourself.
Track visitor loyalty, which if improved following a retargeting campaign will affirm the effectiveness of the campaign. Green flag!
Not looking for green flags is a red flag, avoid that. So traffic-lighty, isn’t it?
Tip: Use Google Analytics and track site visits and visitor loyalty for checking if your campaign is working or not!
7. Failing at Segmentation
Every segment of your website should have its own uniqueness and creative appeal. Users who have dedicated a portion of their time surfing through your services are worth cherishing, compared to the ones who just quit from your home page. They deserve a better service at everything!
Tip: Make sure every page is well-organized and alluring. The home page is not the one that gets you conversions right away. Instead, it’s just the main gate of your complex. Nobody buys a flat without considering all aspects of the whole complex.
8. Spamming Mobile Apps
Mobile apps serve very specific functions. When somebody uses them, may be they had to capture some rare and quick moment, or they needed the flash light because they just tumbled upon some slimy thing in the dark parking lot.
It could be anything, but purposeful, rather than leisure surfing.
It’s really frustrating when something takes over their screen and disturbs their task.
As a fact, About 50% of mobile ad clicks are accidental, according to Google. Unwanted clicks. Forcefully gained clickthroughs.
Tip: If you need to retarget mobile users, stick to search engines and websites. Or simply stick to remarketing on larger screens such as desktops and laptops, where your ad is not burdensome, quietly awaiting acceptance or rejection in a corner without bothering anyone.
Retargeting is one of the most authentic friends of successful businesses in this age of ecommerce. There’s no point in avoiding the campaign. However, success and the red flags of retargeting don’t get along very well. They fail to peacefully share a room. When retargeting is decisively the heir to the throne, it’s both wise and necessary to throw the red flags out of the window. Happy conversions, Adieu!
Fun part: As an interesting addition, check who is retargeting you. Afterall, curiosity does get the better of us usually. You do wanna know who’s spending money to get your attention!