Once you’ve started collecting data, implement smart strategies to get these potential customers to convert. Retarget site visitors with ad messaging and creative that will resonate. This is when your audience segments come into play: you can customize your ads to reflect the demonstrated interests of a particular group. Did a shopper place a product in their cart, but never complete a purchase? Show them an ad for that same product with a call-out for free shipping. Retargeting is about using the knowledge you have to drive shoppers down the funnel to conversion

Creative Ads

Having intelligent bidding and targeting is extremely important, but it loses it’s power if users aren’t compelled to click on your ads. This is where you need to understand the emotional component of reaching customers and use creative that inspires them and ultimately drives a response. Start by mirroring your creative strategy to your audience segments. Use generic, branded ads for upper-funnel users to increase recognition and awareness. As you move down the funnel, your messaging and calls to action (CTAs) should get stronger, inviting users to “Learn More” or “Try It Today.” For lower-funnel, high-intent users, offer additional incentives to drive those incremental conversions. This might include offers for a free trial or shipping, or a bonus gift or promotion. You should incorporate stronger CTAs, like “Buy Now” or “Sign Up Today.”

Dynamic Creative Ads

A dynamic ad solution can turn your entire product catalogue into personalized, on-brand ads. Show dynamic ads to users to promote products they’re likely to click on based on previous demonstrated intent. Start with a visually appealing ad template, and pull from your dynamic feed to populate it with images, messaging, and product details specifically personalized for the individual viewer. Here are some ways to re-engage audiences with your dynamic prodcut feed: -Previously viewed products -Recommendations based on browsing history -Most popular items on your site -Holiday- or promotion-specific categories Make sure your dynamic ads update automatically to reflect changes in your product feed, keeping your campaigns fresh and ready to scale.

7 TIPS FOR DYNAMIC CREATIVE SUCCESS

  1. Shoot eye catching, high-quality product photos. Products are at the heart of your dynamic creative campaign. That’s why it’s important to make sure they are well photographed and represented visually to attract viewers. Strong product visuals are central to the sale.
  2. Maintain consistent size and aspect ratio. Consistency in product image size and aspect ratio is incredibly appealing: think Pinterest or Instagram.
  3. Use transparent backgrounds. With transparent backgrounds, the product can lift right off the ad and into your audience’s focus.
  4. Write catchy copy and call to action. Ad copy should always be direct and eye-catching. Communicate customer benefits, appeal to customer needs, and provide a clear call to action.
  5. Keep titles and descriptions brief. Brief product titles and descriptions are more likely to grab the often fast-moving eyes of former shoppers.
  6. Test what works best. Price or no price? Navigation arrows or no navigation arrows? The answers vary. We would rather skip the guesswork and set up an A/B test to determine the right answer.
  7. Stay fresh. Ad fatigue is a real symptom for online shoppers. That’s why it is important to refresh the look and feel of your ads every so often. We recommend a creative refresh once per quarter.

Landing Pages

With all the thought and time you invest in your retargeting campaigns, you want to get the most out of them. Once a potential customer clicks an ad, what will they see? Make sure you’re prepared to optimize the post-click user experience to maximize returns from your retargeting campaigns. Landing pages should be relevant to the message in the ad a user just clicked. If the ad features a promotion, position that promotion prominently on the landing page. If you’re driving traffic to a whitepaper, the ad should take the customer to a download form. If you promised free hot dogs, make sure you can deliver free hot dogs! Try testing different landing pages from the same ad creative—for example, directing a user to a cart page vs. a category page—to see which has the highest conversion rate. Based on that information, you can make sure that you build a start-to-finish retargeting campaign that converts the greatest number of customers every step of the way.