By Neil Patel

Retargeting is one of the best ways to close sales that didn’t happen.

On top of that, retargeting efforts are pretty cheap compared to most types of advertising.

How do you do it? What retargeting efforts do you need to try?

Here are three examples of retargeting that actually work, how to copy them, and what you need to know about the future of retargeting.

1. Retarget Specific URL Visits

There are a lot of ways to go wrong with retargeting.

Some marketers fire up Facebook or Google Ads and run a retargeting campaign based on website visits in the past 90 days.

Although that can work, it’s not really that effective. As you probably know, I’m all about working smarter, not harder.

I love to spend as little time on a task as I can, but get the same benefits as someone who spends hours and hours on the same task.

I used to run Facebook retargeting campaigns in their Business Manager feature (now referred to as the Facebook Business Suite).

I’d simply retarget everyone who landed on my site.

That didn’t really work. My conversion rates were the same as my website: low.

People weren’t ready to buy yet. Why? I cast too wide of a net.

You can’t reasonably expect a 50 percent conversion rate on an audience of millions.

For example, let’s say that visitor X came to your website and read a single blog post and bounced.

Now let’s say visitor Y came to your site, read that same blog post, but then also filled out a lead-magnet form and even checked out your product and pricing page.

What’s your general website visitor retargeting offer going to be now?

If you offer a lead magnet, that won’t make sense to visitor Y. If you offer a free trial, that won’t apply to visitor X yet.

You risk sending the wrong offer to the wrong person at the wrong stage of their buyer’s journey.

So what do I recommend? Targeting users by specific actions taken on your site.

For example, check out this retargeting ad I got:

Notice how hyper-focused that targeting, messaging, and content are?

The ad is literally about a single product they offer.

I viewed their products, and they noticed I spent large amounts of time and frequency on their pie crust page. After all, who doesn’t love pie?

Then they used that data to target me with an ad focused on how to use their pie crusts.

They gave me an example of how their product could provide value in my life.

That’s one of the best methods of retargeting I’ve ever seen.

Why? Because people who don’t convert on your products usually experience two things:

1. They don’t want to pay you money yet.
2. They don’t know how your product can …read more

   Source:: Kiss Metrics Blog

         

   

   Author: Aaron