Build an effective retargeting strategy
A retargeting strategy is an important part of your media plan. Retargeting allows you to serve online ads to users based on their previous intent-based actions on the web. It’s an important tactic for moving users down the funnel toward conversions or other desired actions. To create a truly successful retargeting strategy, you need to include retargeting as part of a multi-step media plan that uses different channels and messages to achieve your campaign goals.
How redirection strategies work
Retargeting allows you to re-engage users who have shown interest in your brand or product. To create a successful retargeting strategy, you first need to determine where in the funnel the user should be when they receive a follow-up ad. In some cases, it may be at the top of the funnel when the user has just been introduced to your brand. Alternatively, retargeting may make sense when they are in the middle of the funnel, in the consideration stage, once they are familiar with the brand and continue to explore your products or services.
Once you assign a correlation between a user’s actions and their position in the funnel, you can set up retargeting to deliver ads that are relevant to the user in order to achieve the next step of conversion. There are many different ways to retarget, and each strategy will provide valuable insights and ways to engage your audience.
Types of redirection strategies
There are a number of strategies you can use to retarget users. To be as effective as possible, you’ll want to use a strategy that aligns with your campaign goals. Here are some common retargeting strategies you can consider.
Website Redirection
Website retargeting is one of the basic types of retargeting and is easy to implement in any campaign. You can use website retargeting to create an audience of users who have visited or interacted with your website by placing a pixel on your website or landing page. Then, tailor the next message you deliver to them to serve as a follow-up to their brand exposure – or to remind them of the brand.
This strategy typically retargets people who visited your landing page but didn’t fill out your form, people who shopped on your site but didn’t buy, or people who added products to their carts but didn’t complete their orders.
