Retarget but don’t bombard people with the same ads over and over again.
If someone just viewed a product on your website, or especially if they added it to their cart, but didn’t purchase, you will want to retarget them with ads to come back to buy.
Perhaps they need more convincing or maybe they didn’t have time at that moment to buy your product.
Reminding them of the exact product with Facebook and Instagram ads in the days after they have been on your website gives you a great chance to get them back to buy.
But it’s vital you don’t bombard them with the same ads!!
Instead, after 2 or 3 days if they still haven’t made a purchase start to show them other ads. For example, show lifestyle ads with images or videos of the product in action.
After a few more days, ads with top customer reviews will work well to build your reputation and further convince potential customers to buy.
If the customer hasn’t yet made a purchase after about 2 to 4 weeks, start to use more general ads to showcase your brand, your story and your community.
At this stage, it is also a good idea to begin advertising similar products, discounts and news to stay fresh in their minds and continue to build your reputation and familiarity.
This week again I’m going to talk about retargeting ads.
Last week I was talking about getting the timing of your ads right, so showing the right ads to the right people at the right time. But now I want to talk more about the types of ads to use.
So what I mean by that is that in the days following somebody viewing a product on your website, you want to show them ads specifically about that product. You want to get them back to make that purchase.
But if after perhaps three or four days, they haven’t made that purchase, you want to show them different types of ads.
You want to show them lifestyle type ads, ads with that product in action or testimonials or reviews from people that have purchased that product. You want to use this opportunity to build the reputation of your business and get them back to make that purchase.
But if they still haven’t purchased after, you know, maybe a couple of weeks or longer, you still want to show them ads, but you can show them ads for other products they might be interested in or start showing them some offers or new products that you have.
So there you go, that’s my tip for this week!
Includes step-by-step guide to implement the popular strategy of targeting Engaged Shoppers.