5 Tips for Effective Retargeting Campaigns

Many people have wondered, “Why do ads pop up just after mentioning this?” or “Why does this ad keep following me on every website I use?” But hold on, don’t rush to conclude that we’re being eavesdropped on or that supernatural events are happening. For those with experience in Digital Marketing, these things are not surprising. However, if you’re new to the online marketing world, it’s essential to learn about it as soon as possible. This is one of the “Top Tier” marketing strategies called “Retargeting Campaigns.” For this advertising campaign, simply put, it’s an online advertising method that can track target groups who have visited the website or those who have added a product to their cart (Add to Cart) but haven’t purchased immediately. Then, when they leave the website, they will encounter banners advertising the products they recently viewed. That’s all part of the retargeting strategy.

However, if any novice advertisers become fascinated with retargeting and carelessly do it, causing annoyance to customers, it could result in the advertising campaign failing instead of succeeding and boosting sales. Therefore, in this article, Relevant Audience will delve into 5 tips to help boost confidence in creating effective Retargeting Campaigns.

1. Use First-Party Data for Retargeting

As you know, currently, the trend of using First-Party Data is the first priority of the online marketing industry to build trust with customers regarding increased privacy. All online platforms, whether it’s Google, Facebook, Microsoft, LinkedIn, or Twitter, are starting to encourage marketers to use First-Party Data for Retargeting Campaigns instead of using cookie data (Third-Party Data). This is because it not only enhances user privacy but also helps improve the effectiveness of retargeting.

2. Expand Your Target Audience with Similar Audience

Choosing the right target audience for advertising is an important factor if you want to increase the effectiveness of Retargeting Campaigns. A Similar Audience is one of the suitable options to apply to the Retargeting strategy. The working principle of Similar Audience (or Facebook calls it Lookalike Audience) is a target group that Google uses machine learning to collect data and find groups of people who are likely to become customers. The factors depend on the contact information we enter. For example, suppose person A regularly buys products on a website. If you want to find people with similar behavior to person A, just enter person A’s information. Then, the algorithm will work to process and advertise to people with behavior most similar to person A.

However, the system needs at least 1,000 records of data to process and find the target group accurately.

3. Target Ads More Accurately with Audience Exclusion

How can you be sure that the target group you’re advertising to is likely to become a customer? To make the target group clearer and avoid wasting budget,

Just use the Audience Exclusion function to easily increase the efficiency of your advertising campaign. The way it works is similar to the Negative Keyword function. Simply put, it restricts access to advertisements to help ads show to the target group more because access has been restricted from non-target audiences.

From the example in the picture, if the advertising campaign is in the real estate business category, you can select to restrict access to advertisements according to the viewer group, whether you want the advertisement to be shown to Residential customers or Commercial customers (there are legal differences in detail). Of course, the more targeted the advertising campaign is to the target group, the higher the chance of selling products and services.

4. Don’t Forget to Connect with Google Analytics

There may be many marketers who don’t know that you can use Google Analytics to help in the process of creating Audience Lists in Retargeting Campaigns. Just connect your Google Analytics account with your Google Ads account, which will help facilitate the sharing of important data. This will allow you to choose to create Audience Lists based on the data available on Google Analytics as needed.

Of course, using Google Analytics together with Retargeting can help elevate the level of targeting in advertising and can lead to unexpected conversion increases.

5. Don’t Forget to Prioritize Retargeting Campaigns

Of course, developing an advertising campaign requires a good and appropriate framework to ensure cost-effectiveness for every penny invested. However, most marketers often don’t pay much attention to allocating budget to Retargeting Campaigns but want high engagement or increased sales. Generally, you should allocate 15-20% of the total campaign budget to Retargeting (at least initially).

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Relevant Audience is a company providing services as a Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target groups looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.