30-Second Summary:
PPC retargeting can be an effective strategy if you want to re-engage visitors who have left your website without making a purchase. Implementing effective retargeting techniques can significantly increase conversion rates for businesses that do this well. Whether you’ve explored doing this previously without great results or have never tried this before, here we’ll explain why a PPC retargeting strategy is well worth doing, especially if you want to turn casual ‘window shoppers’ of your eCommerce website into committed, regular customers.
Of course, as with most digital marketing, it can be difficult balancing your marketing efforts alone, so as an award-winning PPC agency, we can provide expert help and guidance to ensure your advertising budget is spent wisely to bring measurable results.
The purpose of a PPC retargeting strategy is to reconnect with users who have previously visited your website and haven’t completed a transaction. You can engage these potential customers with customised ads as they browse online, increasing the chances they’ll return to finalise their purchase. Here are some stats to highlight why this is effective:
The idea is to tailor advertisements that are highly relevant to each individual’s interests and previous interactions with your brand. Whether they were just browsing your products and services or abandoned a cart before checkout, these users have already shown interest, so employing a PPC retargeting strategy in campaigns allows you to focus your advertising efforts on an audience already familiar with your brand, helping to maximise conversion rates and ensuring more efficient use of your advertising budget.
To be able to make PPC retargeting effective, here are some strategic approaches to consider:
#1 – Segment Your Audiences
Not all visitors are the same, so tailoring your approach to different groups based on their behaviour is key. Segment audiences based on factors such as the pages they visited, how long they stayed on your site, or their stage in the buying process. This allows for more personalised ad campaigns that address the specific needs and interests of each segment.
#2 – Pixel-Based Retargeting
This is a common form of retargeting and involves placing a retargeting pixel (a small piece of code) on your website that follows visitors by placing cookies in their browsers. When these users browse other websites, the pixel lets your campaign know when to display targeted ads, ensuring that they are shown to those who have previously visited your site.
#3 – List-Based Retargeting
If you have a list of contacts who have given you their information, you can use this data to retarget them on social media. By uploading this list, you can directly target ads to these individuals, offering a highly personalised advertising experience. Google Ads has a feature called Remarketing Lists for Search Ads (RLSA) that helps with creating these search ad groups.
#4 – Dynamic Optimisation
Continuously testing and optimising your ads is important to be able to get this right. Try different headlines, images, and calls to action (CTAs) to see what resonates best with your target audience. This not only improves engagement but also the effectiveness of your ads.
#5 – Cross-Device/Platform Retargeting
Your PPC retargeting campaigns can be configured to track users across all devices they use. People often switch between devices, i.e. from smartphone to tablet or laptop, so it’s important to maintain a consistent presence across all platforms.
#6 – Frequency Capping
Avoid ad fatigue by limiting the number of times your ads are shown to the same person. Setting a cap on ad frequency ensures that you’re not overloading your audience, which can lead to them disengaging and becoming irritated – exactly what you don’t want.
Keeping your Facebook or Google PPC retargeting efforts maintained with these tactics can significantly enhance the efficiency and success of your efforts, driving more conversions and achieving better overall campaign performance.
You’ll want to be able to easily measure the success of any Facebook or Google PPC retargeting efforts, so tracking specific KPIs can help. Conversion Rate is important, as it indicates the percentage of retargeted visitors who convert after clicking your ads, such as making a purchase, whilst Click-Through Rate (CTR) measures how effectively your ads entice users to click, reflecting the immediate appeal of your carefully crafted ad.
Cost Per Acquisition (CPA) will show you the financial efficiency of converting these returning users into customers, and additionally, monitoring Return on Ad Spend (ROAS) provides further insight into the overall profitability of your PPC retargeting strategy. Together, these metrics offer a comprehensive view of your campaign’s effectiveness and where there are opportunities for further tweaks and optimisation.
As it is a lot to consider and not always easy, working alongside PPC experts can make this much simpler to achieve. Our digital marketing agency is not only known as an award-winning SEO agency, but we specialise in PPC campaigns that can provide an integrated approach to your marketing.
We use the latest tools and data analytics to help refine your targeting, ensuring your ads reach the most responsive audiences. We offer personalised ad creation, sophisticated audience segmentation, and ongoing campaign optimisation based on real-time performance data.
With our expertise, we can enhance your PPC retargeting efforts, significantly boosting conversion rates while lowering your ad spend wherever possible. We can help you bring back missed opportunities and turn them into loyal customers with our tailored, results-driven PPC services.
In short, yes when approached effectively, you can use PPC agency retargeting tools to your advantage and help previous users convert after a second look. Nothing is guaranteed in marketing, but retargeting strategies are used by many businesses looking to boost conversions and improve brand engagement.
If you need any help with a targeted PPC strategy, reach out to the team today. For more insights from our blog, please read The Future of AI in Digital Marketing and Our Essential Website Health Checklist here.
