5 Mistakes to Avoid with Your Retargeting Campaigns

Display and retargeting campaigns are some of the most effective forms of online advertising offered by Google aside from PPC ads. They work by serving ads to people who have visited a website or clicked on a particular ad in the past. This gives you a second chance to reach out to potential customers who may have been interested in your product or service but didn’t make a purchase. Retargeting campaigns can be very effective, but it’s important to ensure that your ads are relevant and interesting to potential customers. In order to make the most of your retargeting efforts, avoid making these five common mistakes:

1. Not personalising your ads

When creating personalised ads for your retargeting campaign, there are a few things to keep in mind in order to make them as effective as possible. First, as mentioned above, make sure that the ads are relevant to the individual who will be seeing them. This means including things like location-specific details in the ad copy. Generic ads are less likely to be clicked on and can even annoy potential customers, so making sure that your ads are personalised is crucial.

In addition to being relevant, your ads should also be interesting and eye-catching. Use strong visuals and compelling copy to grab attention and encourage people to click through. And finally, don’t forget to include a call to action! Make it clear what you want people to do after they see your ad, whether it’s visiting your website or making a purchase. By following these tips, you can ensure that your personalised ads are effective and help you reach your marketing goals.

2. Targeting too broadly

When it comes to targeting display ads, it’s important to think carefully about who you want to reach. You don’t want to target too broadly, as this will waste money on ads that aren’t seen by people who are interested in what you have to offer. Instead, it’s essential to target your ads carefully so that you’re reaching the right people.

One way to do this is by considering demographic information. Who is your target customer? Where are they located? Knowing this will help you determine which demographics to target your ads at. For example, if you’re selling a product for women, you’ll want to target women specifically rather than men. Or local retail outlet does not have to target the whole city, the broader neighbourhood can be enough.

Another factor to consider is affinity. What are the interests of your target customer? Think about the types of websites they visit, the hobbies they enjoy, and the magazines they read. Once you have a good idea of what their interests are, you can use this information to target your ads at websites and publications that they’re likely to visit. By targeting your ads in this way, you’ll be sure to reach people who are interested in what you have to offer and are more likely to convert into customers.

3. Not giving enough information

When creating display ads for your retargeting campaign, it’s important to make sure that the ad itself provides enough information for people to know what you’re offering and why they should care. Don’t make people click through to your website just to find out more – including all of the essential information in the ad itself.

Some of the most important information to include is a strong headline, a brief description of what you’re selling, and a call to action. Make it clear what you want people to do after seeing your ad, whether it’s visiting your website or making a purchase. Having a clear goal for your ads will help you make sure that they’re effective and reach the right audience.

In addition to including essential information in your ads, it’s also important to make sure that the destination pages they lead traffic to are well-designed and easy to navigate. Your website should be visually appealing and easy to use, or potential customers may be discouraged from making a purchase. Make sure that all of the necessary information is easily accessible, and consider using design elements like menus and drop-down lists to make navigation easier.

4. Making your ad too salesy

When creating your ad copy, it’s important to avoid being too salesy. Potential customers are more likely to click on an ad that looks like it will provide them with useful information. Instead of focusing on making a sale, try to be informative and interesting. Use strong visuals and compelling copy to grab attention and encourage people to click through.

Salesy: “Buy now and save!”
Interesting: “Find out how you can save money on your next purchase”
Salesy: “Our products are the best on the market!”
Interesting: “Discover how our products can help you achieve your goals”

By making your ad more informative and less salesy, you’ll be more likely to reach potential customers who are interested in what you have to offer.

5. Not testing different versions

It’s important to test your ads before you launch your campaign so that you know they’re effective. Try different versions of your ad copy and see which ones get the most clicks. Then, you can focus your efforts on the ads that are performing the best.

There are a few different ways to test your ads. One is by using A/B testing, which involves creating two versions of an ad and seeing which performs better. Another option is to use a tool like Google Analytics to track the performance of your ads. This will give you insights into how people are interacting with your ads and help you identify areas for improvement. By testing your ads, you can make sure that they’re effective and reach the right audience.

Retargeting campaigns can be an effective way to reach potential customers, but it’s important to avoid making these 5 mistakes. Follow these tips to create a successful retargeting campaign that will help you achieve your marketing goals.

Geonet can help you create effective, visually appealing retargeting campaigns that will reach the right audience and help you achieve your marketing goals. We use all of the tools and resources needed to create successful ads, and our team of experts is available to help you every step of the way. Contact us today to learn more about how we can help you achieve your goals!