How to Use Retargeting to Win Back Holiday Shoppers
In regards to measurement, keep in mind that retargeting goals and benchmarks will vary by audience segment. Different values should be placed on different audience segments in order to scale campaigns properly and optimize. For example, a retailer might place less value on a consumer that's made a purchase vs. a site visitor who abandoned their shopping cart.
All of the above must be taken into consideration prior to choosing a retargeting vendor to work with. Campaign goals, testing and creative messaging will help determine the retargeting solution that will best deliver results. When talking with potential vendors, be sure to ask about inventory sources, analytics and tracking availability, the ability to segment audiences, implementation timelines, pricing models, frequency capping, advanced pixel capabilities, and cancellation policies.
Retailers must make sure that they discuss these key factors during the proposal phase, not during the implementation phase. It's important to note that based on the retargeting vendor and retailer's website, the implementation process can take up to three weeks. Make sure that proper time is budgeted for implementation and quality assurance so any issues can be discovered prior to launch.
Lastly, make sure to take into consideration your brand's image. Choose a retargeting vendor that provides the ability to use frequency capping so multiple ads aren't appearing on the same web page; you want to be able to have control over this. Additionally, retargeting vendors should also be able to accept ad verification so advertisements aren't appearing on inappropriate sites.
By incorporating retargeting into their overall digital strategy, retail brand marketers will be able to win back customers and convert new ones.