Traffic Roots is thrilled to announce the release of our new Retargeting feature!
By using this feature in the Traffic Roots demand side platform (DSP) you can optimize your digital advertising strategy to reach a specific segment of your potential customers: Clients that visited your site before. This means that your ads will be more relevant to those clients.
Relevant Ads = Higher Conversion Rates!
What is Retargeting, anyway??
Retargeting allows you to identify visitors who have engaged in a certain action or event, building an “Audience” that can be used for Campaign Targeting on our Network. Traffic Roots provides a versatile, pixel based system that can be used to create all manner of audiences. The most obvious audience is the group of people who have shown interest in your product or service by visiting your site. By placing our Retargeting pixel on your landing page, our system will collect information about these visitors and drop a cookie in their browser to identify them on later visits. Using this method, you can capture visitors who clicked on your campaigns, as well as those who found you through search or other means.
There are two types of Retargeting: Positive and Negative. Positive Retargeting will include audience members in your campaign. Negative Retargeting will exclude them. It is a simple but very powerful and effective tool to increase the ROI on your advertising budget.
Using Positive Retargeting enables you to show your campaign again to people who are already interested, but didn’t purchase on earlier visits:
It can be particularly effective to combine these different methods into an overall strategy to market your entire line of products. Create Positive and Negative Audiences for each of your products/campaigns. Retarget those visitors who show interest in Product A and exclude them from Product A campaigns once they have purchased. Knowing that they are someone who buys, target those visitors who purchased Product A with campaigns for Product B. Similarly, if your product or service encourages repeat purchase or subscription, Retargeting audiences can be used to keep your brand in front of customers, reminding them of the value they received and encouraging them to continue to use the service or to repurchase!
How do I do this?
The Retargeting Pixel is a simple, HTML image tag that we provide to you, unique in its url for each of your audiences. It loads a 1×1, invisible image that will not intrude on your layouts. Simply place this image tag in the layout of your site in the places you wish to capture a particular audience. For example, a Positive Retargeting pixel should be placed on your landing pages, product description pages, shopping cart pages, etc. A Negative Retargeting pixel would be placed on your “Thank you” page that a paying customer would see following a successful purchase. There is no limit to the level of complexity you can implement!
When you create campaigns in the Traffic Roots network, simply select the proper audience that you wish to target in either a positive or negative fashion. It is advisable to place the highest bid you can for Retargeting Campaigns to increase your chance of winning the auction. These campaigns typically get fewer, but much higher quality impressions. However, our system is a Real Time Bidding platform so you are not guaranteed the impression when your visitor arrives at a site on our network. Bid accordingly!
Why is this important?
Retargeting generates greater online sales by keeping your brand relevant to users that weren’t converted before. When those “window shopper” users are ready to buy, seeing your campaign again can trigger their impulse to purchase. Every time your customer sees your retargeted ads, your brand gains traction and more recognition. You will increase your click-through rates and conversions.
How do I fine tune my retargeting strategy?
Use Frequency Capping
You want to convert as many people as possible to purchase, but you need to expose them to your brand through ads. However, if you overexpose them to your ads, it can bring the opposite effect to your campaign.
This is where Frequency Capping is a great tool to limit the number of times a user will see your ad. That strategy will avoid the overwhelming effect that potential customers could feel by being overexposed to your ads.
Remove Converted Users
Users that have already been converted do not need to be retargeted because your ads may be a nuisance. That is where negative retargeting allows you to exclude users who have already purchased. Adding the Negative Audience to your primary campaign will ensure they don’t see the ad again and you don’t waste money. However, in time it would benefit you to place positive retarget ads to drive a previous customer to purchase again.
Segment Your Customers For Tailored Ads
Create segmented audiences to tailor micro targeted messages with better conversions. Traffic Roots enables you to visualize which ads have the highest click-through rates, allowing you to optimize ads for a targeted audience. You can segment your target audience as you wish, which allows you to adjust creatives and messaging for better results in accordance to a particular audience.
Retargeting can be a powerful tool to increase your conversions substantially. As you track user activity and categorize your audience, you will increase the value and effectiveness of your advertising budget!
As always, we welcome your comments on this post and feel free to hit us up directly for any assistance needed in setting up your Audiences, Pixels or Campaigns.