Many businesses are now turning to retargeting ads service providers to help bring back sales from customers who had previously visited their website. However, one needs to know the difference between basic retargeting ads as compared to personalized or dynamic retargeting ads.
The basic ones will usually show a generic ad offering a simple discount for first time shoppers.
The purpose of offering dynamic retargeting is to remind the consumer of the actual product(s) that they had recently viewed but had not purchased from the website.
Now before you start moaning and groaning thinking that your product ads will spam the living daylights out of your customers’ browsers, know that your retargeting provider would have advised you to tweak your ad display frequency to be more realistic.
Have A Realistic Time Span
Because some customers may not want to purchase your products straight away. So there could be a lapse time of a few weeks or months before you want to jog their memory. The system needs to be smart enough to know whether the customer has already purchased the product from your store or not during that time frame.
Target New And Returning Customers
There also needs to be a clear distinction between customers who have made a purchase from your store compared to those who have not made any purchase at all but have only visited your site.
For instance, you may want to offer a general discount for those who have previously bought from your store to encourage them to visit again to purchase other items. Those that have not made any purchase would be shown the dynamic retargeting ads based on what they had viewed from your store.
And if they had actually reached the checkout page without completing the order, your dynamic retargeting ad may even throw in free shipping or a special discount just for that product that they left in the checkout cart.
With Retaily, you don’t have to worry about all this work as the software will take care of this for you.
Cross Device Retargeting
With mobile ads on the rise these days, it will come as no surprise that retargeting will be done across devices as consumers tend to switch from desktop to tablets and mobile phones. The end result is to try to encourage them to complete the sale order on any of the devices.
This way of doing marketing will increase as more consumers use their mobiles to browse and shop online. And with mobile penetration being higher compared to desktop penetration, retargeting needs to be more fluid and dynamic making it easier and faster to remind consumers of their product interest and to help them make the purchase.
