Social ads need no introduction. When 72% of U.S. adults use at the very least one social media, it could be hard to ignore the medium. In this article, we’ll examine how you can have winning retargeting social campaigns, all in a few clicks!
We’ve mentioned in earlier articles how success in social media marketing and advertising it’s all about fitting your copy and collateral to match the goals of each platform. But how about retargeting? Well, since retargeting bases the audience on previous website interaction (or other channels), the surefire way to succeed here is to provide them with incentives so they can move further the customer journey.
Think of it as a tipping scale. You need to give them something that outweighs all of their previous doubts and misconceptions. And you can convey all of that through your social ads–specifically your copy and collateral.
Let’s look at the process:
- Say a person is benchmarking you and your competitors for the best online course in French cuisine. Potential clients get in touch with your website through different marketing channels.
- They go on with their lives, forgetting about what they originally searched for. Or maybe, they proceed with learning more about your competitors.
- When they go check out their social media feed, they see your ad. It resonates with them. The ad brings up the problems and challenges they’re facing.
- They decide to convert to your online course, instead.
Besides this, there are other retargeting goals you can pursue:
- Increase lead generation
- Complete buyer’s journey
- Increase customer lifetime value
- Decrease cart abandonment
- Introduce new products
- Decrease ad spend and improve ROI
- Improve website visits and engagement
Check out Hubspot’s article on this.
The most fundamental aspect of social ads which you can control in order to gain the most number of conversions:
Location
This isn’t just for what platform you need to use for your social ads but also which kind of ad, where on the screen exactly, etc.
Target Audience
Since you have many people at the top of your funnel, you need to be selective regarding the retargeting audience in order to ensure that the extra marketing dollars you’d be spending would convert into leads.
Cues
Elements, whether visual or audio, that will elicit a response from your audience for your ads.
Some of the things you can do to improve your retargeting efforts:
- Remember to put a cap on how many times users see your ads. You want to invite them to your website, not make them dread going to it.
- Keep your creatives fresh by doing A/B tests and creating new copies and collaterals.
- Be particular on the niche strategies for each platform in order to really maximize your ads.
- Experiment with different forms like carousell or video in order to know which one resonates the most with your audience.
- Make sure your messaging in your ads is aligned in the copies in your social media, websites, etc.
There are many different strategies that you can use when it comes to using social ads. However, the best way to decide which one is right for you is to experiment a little and see what works best.
Want to get some help from our team? We’ve got you covered. Our social ads experts will happily discuss any question or concerns you may have in starting your social ad campaigns.
