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Retargeting does not mean rinse and repeat

Accurate_nicheDrew McLellan is the Top Dog at McLellan Marketing Group

If you own a computer and have ever been on the internet, you've seen retargeting at work.  When you visit a website a cookie can be placed on your browser that allows ad 'bots to follow you around the internet and serve up ads related to that site you visited.

Here's an example of how it works. I visit www.mydisneyexperience.com to make arrangements for my next Disney World trip.

Then, later that day or week, I go to CNN.com and voila there in the sidebar is an ad for Disney Parks. How weird is it that CNN just "knew" I loved Disney and was planning a trip?

Back when retargeting was new -- we were all sort of astonished at how this worked but today, we don't even bat an eye because it is so commonplace.  Sadly -- doing it well is not so common.

Here are some of the usual mistakes:

  • We repeat the same content that was on the website itself
  • We don't change the ads often enough so we are bombarding people with the same message over and over again
  • We don't offer anything new to drive the audience to click/take some action
  • We think marketing, not sales so we don't package any offers, discounts or bundled opportunities

Want your retargeting to deliver prospects and move them a step further in your sales funnel? Why not offer:

  • Free content that will make them smarter (ebook, podcast, etc.)
  • Coupons, discount codes etc.
  • Special add ons or upgrades if they buy via a click on the ad
  • Emphasize scarcity or a time sensitive offer

Retargeting is a really cost effective, efficient marketing tool. But only if used well.

Otherwise...it's a little like that pesky mosquito that buzzes around your ear. And we all know what we do to those pests!

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