Retargeting is one of the campaign strategies for PPC (Pay Per Click) that tracks the usage of websites or social media platforms by target groups when browsing products or services of a brand. Then, it will fire ads to stimulate customers to see them while the target group is in other online channels to remind them to come back and decide to purchase products or services of the brand again. This strategy is mostly seen in the E-Commerce business category. Currently, each platform has tools to help with retargeting campaigns, such as Dynamic Ads on Facebook, Official Account Retargeting on Line, or Retargeting List for Search Ads (RLSA) on Google.
However, using retargeting strategies isn’t all good. If marketers use it carelessly enough, it may cause the target group to feel annoyed and negatively affect the brand in the long run. Therefore, this article will present 6 things that marketers should consider to avoid mistakes when using retargeting strategies on PPC campaigns. If you’re ready, let’s take a look.
1. Check Your Target Group Carefully
The most important thing when using a retargeting strategy is to define the target group appropriately, whether it’s using data from other Analytics Tools to predict the appropriate target group for retargeting to get better results. Simply put, you should study or get to know your target group well enough by asking questions like: Who is the target group? What is their age range? If there is no good and sufficient research on the target group, using a retargeting strategy will not achieve the brand’s goals, and may waste both time and promotion budget.
2. Don’t Forget to Use Up-Selling and Cross-Selling Strategies
For those who sell products, you probably already know the sales strategy called Up Selling and Cross Selling. Up Selling is a sales strategy where the seller recommends products or services with superior properties and prices than what the customer is choosing. Imagine when you walk into a fast-food restaurant and buy a set of fried chicken for 99 baht, but the staff insists you add 10 baht to upgrade to a jumbo size. Cross Selling is different from Up Selling, which changes from upgrading the product or service to persuading the customer to buy an additional product or service that is related. For example, when a customer buys a computer, they also offer a mouse and keyboard.
Of course, these Up-Selling and Cross-Selling sales techniques can also be adapted to retargeting campaigns. Whether it’s promoting related offers or special additional offers, it will stimulate the target group to decide to purchase products or services better.
3. Don’t Do Retargeting on a Single Channel
As mentioned earlier, there are currently various platforms for running retargeting campaigns, whether it’s a Search Engine platform like Google, Youtube, Bing, or a social media platform like Facebook, Line, Twitter. So, if you want to increase the opportunity to increase sales, reach the target group more accurately, don’t forget to use other channels. However, considering the channel for retargeting is also important. Remember to choose a channel that is appropriate for the target group and the type of products or services of the brand. Because if the brand chooses the wrong channel, doing retargeting on multiple channels will be like wasting the budget.
4. Use Audience Exclude to Save Budget
How can you be sure that the target group you’re advertising to will have a tendency to become customers? To make the target group definition clearer and avoid wasting budget,
No matter what platform you do retargeting on, don’t forget to use the Audience Exclusion function, which will help make the campaign more effective. The working principle is similar to the Negative Keyword function. Simply put, it will limit access to advertisements to certain target groups to help the advertisement reach the target group more directly because the advertisement is limited from non-target group viewers.
For example, if the advertising campaign is in the Real Estate business category, you can select to limit access to advertisements according to the audience type, whether it’s Residential or Commercial customers (there are legal differences in detail). Of course, the more the advertising campaign reaches the target group, the higher the opportunity to sell products and services.
5. Don’t Do Retargeting Too Often
The retargeting strategy is considered a way to stimulate the target group to make decisions more easily. But using this strategy too often may create a negative feeling for the target group. Therefore, if you decide to use a retargeting strategy specifically for new target groups, it may be a good option to help businesses run retargeting campaigns and help increase the opportunity to generate revenue for the business.
Although the current announcement of PDPA may seem to go against Personalized Marketing or individual marketing, marketers don’t have to worry. If there is a good planning and data collection study, this personalized marketing can still be another way to increase sales and maintain the relationship between the brand and the target group.
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