This isn’t an easy question to answer, but if you’re looking to increase traffic and conversions, you should try retargeting to reach your customers.
After you create your ad, you’re going to get a lot of requests from your network, asking you to include someone else’s email or news feed in your campaign. This is retargeting, and it’s easy to implement it, but hard to get right. Retargeting is a method of reaching someone who has already shown interest in your product or business. This can be done in more ways than one.
In the future, it will also be important to use the retargeting feature to build relationships with people in your network who will click on your ads or subscribe to your newsletter. You should create retargeting campaigns for people who are most likely to click on your ads. If you can’t retarget everyone, then set up a retargeting campaign for people who are in your ad group that has the highest click-through rate and get them to subscribe to your newsletter.
As noted above, retargeting is an industry-wide effort. Determining what type of retargeting campaign is appropriate and which one is not is a complex process. In order to make a proper decision, you must consider all relevant factors, including:
1. Do I Own a Business?
Are you using retargeting to get new customers? Are you already using retargeting to grow your business? Does the content in your retargeting campaigns look different from the content you used to attract existing customers?
2. Are My Competitors Using Retargeting?
If your competitors use retargeting, do they use a unique mix of methods? What is the ratio of traditional ads to retargeting? Is the mix of retargeting ads different from the mix of traditional ads? Does the competitor’s mix of retargeting ads match yours? Are there any other factors that could be influencing competitor’s retargeting? For example, if you are a B2C retailer, and your competitor is running retargeting campaigns, you can make money by placing banners on your website that will target this competitor’s visitors in order to drive traffic to your website.
3. Are Retargeting Ads Serving the Intended Audiences?
Are retargeting ads serving the intended audiences, or are they serving the wrong audience(s)? Does the mix of retargeting ads need to be consistent? If you don’t have answers to these questions, you might lose a customer to your competition.
With Facebook Ads, you can target your customers based on their interests, demographics, behavior, and other features. For example, if you know that a male customer has an interest in music, you might want to show him ads about music. In this case, you’ll target him based on the fact that he likes to listen to music. You will not include other criteria such as gender or age group he belongs to. With Google Display Network ads, you can target him based on whether he likes movies, TV, books, sports or restaurants, and for many other ads, you can do so in combination.
Want to know more about retargeting and why you should start retargeting?
Check out the infographic below for more information.