There are several different tactics that may be considered for ultimate success in the digital marketing field, and one that cannot be ignored in today’s data-driven world is known as retargeting. What is retargeting, and how can the use of retargeting ads fit into the broader realm of “programmatic advertising” for your brand?
At Upward Engine, we’re proud to offer an unmatched range of SEO and digital marketing services to clients around Utah, including serving as one of the top programmatic advertising companies in the state. What does programmatic advertising mean, how does retargeting fit into this puzzle, and what are some important tips on using retargeting ads to boost conversions and improve your business? Let’s dive in!
What is Programmatic Advertising?
When we talk about programmatic advertising, we’re referring to a modern, automated method of buying and selling digital advertising space. This process uses artificial intelligence, data analysis, and algorithms to target specific audiences and optimize ad placement in real-time. Essentially, it’s a way of streamlining the process of purchasing digital ads and maximizing their effectiveness.
Programmatic advertising is typically used for display ads, social media ads, video ads, and mobile ads. It allows for precise targeting based on factors such as demographics, interests, behavior, location, and more. In addition to retargeting ads, programmatic advertising can also involve other tactics such as lookalike audience targeting (finding new customers who behave similarly to your existing ones) and contextual targeting (placing ads on relevant websites or content).
How Does Retargeting Fit In?
One common and important element of programmatic advertising is retargeting. Retargeting involves showing ads to people who have already interacted with your brand in some way, whether it’s by visiting your website, clicking on an ad, or signing up for a newsletter. By using cookies and tracking pixels, retargeting can reach these individuals as they browse other websites or platforms, reminding them of your brand and encouraging them to take action.
Retargeting is especially effective because it targets warm leads – people who are already familiar with your brand and may be more likely to convert into customers. It also allows for personalized messaging and tailored offers based on the specific actions that individuals have taken on your website.
When it’s employed optimally, retargeting offers several key benefits:
- Brand awareness and familiarity: By keeping your brand top of mind, retargeting helps build familiarity and trust with potential customers.
- Increased conversions: Retargeting can result in higher conversion rates due to its targeting of warm leads and personalized messaging.
- Cost-effectiveness: With the automated nature of programmatic advertising, retargeting ads can often be more cost-effective than other forms of digital marketing.
Best Practices for Using Retargeting Ads
As with any digital marketing tactic, it’s important to use retargeting ads strategically. Here are some tips for making the most out of your retargeting campaigns:
- Segment your audience: Tailor your retargeting ad content and frequency based on different segments of your audience, such as those who have visited your website but not made a purchase versus those who have abandoned their cart. This will help ensure that your ads are relevant and not overwhelming.
- Use various ad formats: Experiment with different types of retargeting ads, such as static images, videos, or interactive ads. Different formats may be more appealing to certain segments of your audience.
- Set frequency caps: Too many retargeting ads can become annoying and have the opposite effect of what you want. Set limits on how often an individual will see your retargeting ad to avoid turning them off.
- Test and optimize: As with any digital marketing campaign, it’s vital to constantly test and optimize your retargeting efforts. This includes testing different messaging and visuals, as well as adjusting targeting parameters based on performance data.
- Copy over images: Because the audiences you’re targeting with retargeting ads have already shown interest in your brand, it’s typically not as important to engage them visually with elements of your brand. Rather, your ad allows you to remind them of what they already know. For this purpose, written copy tends to be most effective.
- Discounts and incentives: Offering discounts or special incentives through your retargeting ads can be an effective way to entice potential customers to complete a purchase.
- Improve your CTAs and create “FOMO”: Finally, make sure your retargeting ads have clear, compelling calls-to-action (CTAs) that create a sense of urgency or fear of missing out (FOMO). This can encourage potential customers to take action and not miss out on a limited-time offer.
Retargeting is just one piece of the larger puzzle of programmatic advertising. However, when used correctly, it can be an incredibly powerful tool for boosting conversions and improving overall business success.
By understanding what programmatic advertising is, how retargeting fits into this strategy, and implementing best practices for using retargeting ads, you can maximize the impact of your digital ad campaigns through Upward Engine’s expert services. Contact us today to learn more about how we can help your Utah business grow through programmatic advertising and retargeting!