How To Handle Bounced Retargeting Campaigns

There are a variety of reasons why your remarketing campaigns may be failing to perform as expected, leaving you to worry if you’re wasting your valuable time and money.

Fortunately, with a little tinkering, you can significantly increase your conversion rates.

Here are the reasons why your remarketing campaign is failing and how to solve it.

Why Are Your Remarketing Efforts Failing?

One of the most typical remarketing errors is having an excessively broad reach. For instance, an inordinate number of remarketing efforts target every website visitor in the preceding 30 days.

The majority of remarketing consultants would advise you to target every visitor who has visited your dot com in the last 30 days.

Not true.

Your click-through and conversion rates for remarketing may be low simply because you haven’t tested your ad wording. Or, alternatively, you haven’t tried your creativity (message) or offer.

Many wind up producing ten various banner ad sizes in order to determine which one converts the best.

However, the reality is that if you continue to remarket to every website visitor in the last 30 days, regardless of how fantastic your ad copy is, consumers will not convert.

How come?

Because the vast majority of people have probably only read a single blog post and are still unaware of your identity.

As a result, remarketing cannot be generic anymore; it must be highly targeted.

Rather than that, try this:

Target Specific URL Visits

The most common remarketing error is not targeting specific URLs.

Every newbie marketing handbook will tell us that remarketing is fantastic since it enables us to target anybody who visits our site.

All you have to do is install a pixel and target all site visitors from the previous 30 days.

We’ve just discovered the most effective method for increasing ROI, correct? That is incorrect.

Consider it this way.

Assume you’re looking for an SEO guide on Google.

Over three million results are available. To be precise, this search returns over 3.5 million items.

This indicates that there are millions of websites fighting for the same term. Some are SEO firms, some are consultancy firms, and still, others are simply marketing bloggers.

Now that you’ve scrolled down, you’ve decided to click on the following listing:

This is how you locate them. You can utilize either Facebook or Google AdWords; for the purposes of this example, let’s use Facebook.

To begin, log into Facebook Business Manager and create a new “Audience.”

Create a new “Custom Audience” from here.

Following that, ensure that “Website Traffic” is selected from the list of “Custom Audience” options.

This enables you to generate targeted audiences based on the visitors to your site. This is where the remarketing becomes effective. Rather to a generic remarketing campaign, you’re now building a tailored one.

The trick is to target certain URLs that demonstrate an interest in purchasing or learning more.

For instance, suppose someone landed on your blog article and never returned.

Would you retarget them in order to increase conversions?

Most likely not. If you do, there is a 99 percent probability you will experience the same low conversion rates as before.

However, what about the smaller set of individuals that arrived at your product’s features page? Or how about those who found their way to your pricing page?

That is your target audience!

As a result, click the drop-down menu and select “All website visitors” instead of “People who visited certain web pages.” (see below)

Following that, insert the URLs for your product’s features and pricing pages. (See illustration below.)

This configuration will generate remarketing advertising only when a visitor lands on your product/features/price page.

This suggests that these customers were seconds away from converting but did not.

Thus, rather than remarketing to visitors who stayed for 20 seconds and then left, you’re remarketing to visitors who are almost certain to convert.

This is the holy grail, the point at which clients are most likely to commit.

This form of remarketing is ideal for segmenting an audience into those who are more likely to convert.

Rather than requesting that they return to your product page with a value proposition focused on benefits, you might offer a discount.

Rather than saying, “Our product will assist you in meeting your marketing KPIs on time,” you may add, “Get 15% off our SEO tool now.”

How come? Because they’ve paid several visits but haven’t converted. This indicates that they are still somewhat hesitant to give you money.

However, with the remarketing techniques taught here, you can change that. Utilize this audience type to optimize your remarketing campaign and create more effective advertisements.

By following these steps, you can avoid typical remarketing blunders and increase your conversion and click-through rates.

Read More: Retargeting 101: What Is It and Why Should You Care?

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