8 Advanced Retargeting Tactics for Boosting Your Return on Ad Spend

Of all the online marketing tactics available, few are as effective as advanced retargeting tactics. That’s because retargeting involves advertising to people who have already visited your site and therefore already have a clear interest in you — leading to far more conversions.

The basics of remarketing are fairly simple, involving things like setting up email lists and placing cookies on pages across your site. But to get the best results from your marketing, you may want to try implementing more advanced retargeting tactics. Below, we’ve laid out a list of expert remarketing techniques to try out in your campaigns.

1. Segment users by intent
2. Target people who click on your PPC ads
3. Use different ads for different pages
4. Target users who spend the most time on your site
5. Limit the number of ads you show people
6. Retarget existing customers
7. Target people who engage with your social media

Read on to learn more about how to improve your retargeting efforts. Then subscribe to Revenue Weekly — our email newsletter — for more digital marketing tips from the agency with over 1,100 testimonials!

8 advanced retargeting tactics to try

Retargeting is already one of the best online marketing strategies in the game, but you can continually improve your strategy. Below are some tactics that can take your marketing to a whole new level and propel your revenue to new heights. Here are eight advanced remarketing techniques to use in your campaigns!

1. Segment users by intent

One of the things that make remarketing so effective is that it allows you to reach such a highly relevant audience. But there’s a way of making that audience even more relevant to the ads you show them — namely, segmenting your target users by intent. You can use this segmentation through different strategies, like paid ad targeting and email. Email segmentation is an excellent tactic to try. Different users visit your site for various reasons.

The ads that work on one group of visitors might not be as effective for another. Try segmenting your site visitors into groups based on their intent, which you can infer from what led them to your site. For example, someone who reached a page via a Google search for “how to repair a scratched door” probably has a different intent than someone who got there via a search for “new doorknob.” As such, you probably want to target each of them with a different ad.

2. Target people who click on your PPC ads

Another thing to consider is that your retargeting doesn’t have to be all about your website. You can also target your ads to people who click on your pay-per-click (PPC) ads in Google. After all, clicking on those ads indicates an interest in your business, even if the user didn’t visit your site.     Whenever you create a PPC ad, you can also create a follow-up ad to display to anyone who clicks on the first one.

Someone may click on an ad and be interested in what they see on the landing page, but not have time to engage right then. Later, however, the second ad may remind them to follow up on their initial interest. That arrangement makes PPC a great way to improve retargeting for your company.

3. Use different ads for different pages

It’s unlikely that every page on your site has the exact same type of content — particularly if you offer multiple products or services. So, it doesn’t make sense to use the same set of ads for every page. When you set up retargeting ads on your site, be sure to tailor them to specific pages. Users who browse your “About” page should receive remarketing ads about your company as a whole, while those looking for a particular product should get ads for that product. On a related note, you can also consider bidding more on ads for the most valuable pages on your site.

An ad for someone who visited a product page is probably worth a higher bid than one for a person who only stopped at your homepage.

4. Target users who spend the most time on your site

The more time someone spends on your site, the more interested they are. Someone who browses different pages for an hour is significantly more likely to buy from you than someone who checks out one page and then leaves. For that reason, you can benefit significantly from prioritizing the people who spend the most time on your site. Whether they spend a long time there on a single visit or visit your site many times, they’re your most valuable potential customers. You can tell who spends the longest on your site by evaluating metrics in Google Analytics, which can track your site traffic.

5. Limit the number of ads you show people

As effective as retargeting is, it has limits, just like any other form of advertising. People will be happy to receive your ads up to a certain point, but past that point, they’ll start growing irritated and viewing it as spam. That’s why it’s critical to put a cap on your ads. Be sure not to display the same ad to the same user too many times in a row.

You can set up that limit in Google Ads or whichever ad platform you’re using.  You want to find just the right balance of ad frequency so that you keep your company at the forefront of users’ minds without overdoing it and getting on their nerves.  How do you find that balance? There’s no easy answer — to some extent, you have to judge based on trial and error. When your ad frequency gets high enough that you start seeing far more users unsubscribing, for example, that’s a pretty good indication that you should tone it down.

6. Retarget existing customers

In digital marketing, every strategy is designed to push users toward conversion. Getting someone to buy from you is the end goal. But your marketing doesn’t have to stop there. Even after someone becomes a customer, you can still continue to market to them.

In fact, since they’ve already proven themselves willing to buy from you, existing customers often make some of the most reliable targets for your marketing. When you set up your remarketing campaigns, be sure to create ads aimed specifically at previous buyers. The ads can encourage them to make an additional purchase or to upgrade the service they’re currently receiving.

7. Target people who engage with your social media

A final advanced remarketing technique you can implement is targeting people who engage with your company’s social media account. Within your account, you can track things like how many people view your page or click a link in one of your posts. You can then set up your paid ads to target those users in their social media feeds. Since they’ve already engaged with your account, it’s a safe bet they’re interested in your company. As you continue to post engaging content from your account, more people will view it, giving you a larger audience for your advanced retargeting campaign.

WebFX is a partner businesses trust.

Hear from HydroWorx, who saw a 236% increase in organic sessions with WebFX services.

Watch the Video Testimonial

Increase your ROAS with advanced retargeting

Looking to get your advanced remarketing off the ground but need a little help doing so and maximing your return on ad spend (ROAS)?

WebFX has your back! With over 28 years of online marketing experience, we have everything it takes to improve retargeting campaigns for your business. With our remarketing services, you’ll get help optimizing for each of the tactics above and more. You’ll also receive a dedicated account representative to keep you closely informed about everything we do for you. To get started with us, give us a call at 888-601-5359 or contact us online today!