We've all heard the term "you wouldn't attempt to fill a leaky bucket," but that's exactly what advertisers and business owners are doing when they try to increase income without thinking about client loyalty and retention tactics.
Retargeting and display advertising are crucial for bringing consumers back into the fold, whether you're seeking to convert a window shopper into a paying client or a formerly frequent purchase has gone off the map.
What exactly are display advertisements?
Even if you've never heard the term "display advertisements," you've almost certainly seen them!
Potential consumers can be tracked using these highly targeted advertising technologies based on their surfing history. Customers will only see advertisements that are relevant to them, and you will not waste time and money promoting to individuals who will never be interested.
For example, a company providing dietary supplements would wish to create display advertising for a gym website, while a company selling dog food might perform well on pet-related blogs.
What role may display advertisements play in retargeting?
Retargeting consumers is a great method to make the most of your current audience. Not only does it cost five times less to keep an existing client than it does to acquire a new one, but returning customers are also known to spend up to 67 percent more in your business!
Retargeting may also be used to entice consumers who are on the fence about buying from you. According to studies, 96% of customers aren't ready to buy when they first visit an online site and require more than one encounter with your brand before making a purchase choice. Giving consumers time to consider their purchase while also reminding them of your presence with customized display advertisements may be beneficial.
6 methods to enhance client loyalty using retargeting and display advertisements
Now that we know how effective retargeting and display advertising can be for increasing consumer loyalty (and your financial line), here are our six best suggestions for designing an effective ad campaign.
- Make sure your targeting is correct.
The ability to produce highly targeted advertising that communicate to your consumers is one of the primary advantages of display ads. However, if you haven't taken the effort to figure out who your audience is and what they want, this skill is useless.
You're not going to win any points if you try to sell steak to a vegan, let's face it. And, by producing highly targeted and customized adverts, display ads provide an excellent opportunity to prevent these advertising gaffes.
Establish the following while creating your ideal customer profile (ICP):
- Demographics – customer segmentsbased on age, gender, profession, etc.
- Geographics
- Browsing history
- Interests
- Pain points
- And anything else you can think of.
Remember that 80 percent of clients want to buy from a company that delivers a personalized experience, and 78 percent want to be treated as people. You can give this experience and talk to them on a more personal level by developing a thorough customer profile for your retargeting display advertisements, which is really all they want.
- Identify the various stages of the client journey
After you've created your client profile, you'll want to delve a bit further to improve your retargeting approach and provide your consumers a genuinely tailored experience.
Different marketing tactics may be more relevant depending on where a client is in the customer journey.
Consider the following scenario:
- Customers who haven't purchased from you in a long time are likely to enjoy a special offer or discount.
- Customers who have already purchased from you may be interested in knowing more about your excellent loyalty program.
- Window shoppers who explored your discounts area are likely to be delighted to see display advertisements for your company alerting them to specials or special deals.
- A reminder of the goods they placed to their basket might help cart abandoners remember how much they desired the items!
Display advertisements that show complementary goods to something a consumer has previously purchased are also a great way to get customers back to your online business. If a customer has recently purchased jeans, they may require a belt. Someone looking for baggage could be planning an exotic vacation; can you sell anything else that could help them and add value to their time with you?
Follow these top methods to attract consumers as fast and efficiently as possible:
- Keep your images basic and appealing.
- Use colors, typefaces, and branding that your consumers will know and/or identify with your business.
- Use succinct language and get to the point!
- Speak in the language that your consumers use on a regular basis.
- Avoid using jargon or phrases that are difficult to understand.
- Don't forget about your call-to-actions!
A strong call to action (CTA) is perhaps the most important aspect of any display ad campaign. This is where your consumers will click and where conversions will occur, thus it must be flawless.
To guarantee that your CTA is as engaging as possible, keep it concise, to the point, and in the language that your consumers really use.
- Constantly track, evaluate, and update.
Retargeting ad campaigns should never be treated as a one-and-done operation. To provide the greatest outcomes for you and your consumers, they demand continual monitoring, analysis, optimization, and experimenting.
A/B testing is a great method to keep track of how well your retargeting campaigns are performing and create display advertisements that are continually improving and converting. Change the CTA, the content's placement or font, or even the pictures in your copy (one at a time) and run two advertisements at the same time to observe which yields the greatest results. After that, the winner can be tweaked a little and re-run with an update. This way, you’re constantly increasing returns and boosting conversions.
If all of this tracking and tweaking is too much for you, you can use clever software to track and evaluate the success of your retargeting display advertisements quickly and easily. There are several AI software alternatives available to help you expedite the process and guarantee that you never skip a beat while dealing with new and existing consumers.
- Think about ad lengths and frequency restrictions.
We're all internet users, and we've all experienced the frustration of being assaulted with advertisements... Even if it's a marketing effort we're interested in!
Over promotion can hurt your campaign's performance, with research showing that up to 57% of consumers would deliberately shun a company that bombards them with poorly targeted advertisements. Customers, on the other hand, only recall your brand after 5-7 impressions, according to research.
Consider your demographic, what you're providing, and what you want to achieve when deciding on a premium frequency and time restriction for your ad campaign.
Consider the following scenario:
- If you want to increase brand recognition, a frequency cap for Facebook advertisements should be set at 5-7 to guarantee that your brand is remembered without being overpowering.
- If you're conducting a special deal, promotion, or campaign, make sure the ad times out when the offer ends... Nothing is more aggravating than being directed to a defunct landing page, especially when you're looking for a good deal!
Every interaction should surprise, excite, and provide value
Without spending a fortune attempting to acquire new consumers, retargeting campaigns may be a very efficient means of improving client loyalty and raising your bottom line. However, like with any campaign, you'll need to put in some work to make sure your message gets to the right individuals in the right way.
Display advertising enable you to provide a highly tailored experience to your consumers in the online locations where they currently hang out, thanks to precise targeting and customer research.
Any advertising campaign should strive to excite and provide value to the browsing experience of a customer. You can take this a step further with retargeting by providing a personalized experience that provides the consumer exactly what they want/need. You're more likely to create loyalty and have consumers or clients who come back to you again and again if you demonstrate that you understand and care.
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