Kick off with a clear vision

Setting goals for your retargeting marketing strategy starts with a clear vision. You need to know what you want to achieve. Are you looking to increase sales, boost brand awareness, or improve customer retention? Each goal requires a different approach.

For instance, if your aim is to increase sales, you might focus on targeting users who have abandoned their shopping carts. On the other hand, if brand awareness is your goal, you might target users who have visited your site but haven’t engaged deeply. Here at iWeb, our expert solution architects can help you define these goals clearly, leveraging our 29 years of e-commerce experience.

Identify your target audience

Once you have a clear vision, the next step is to identify your target audience. Who are the people you want to retarget? Understanding your audience is crucial for a successful retargeting campaign.

Use tools like Adobe Analytics and Google Analytics 360 to gather data on your website visitors. Look at their behaviour, demographics, and interests. This data will help you create detailed audience segments. The team at iWeb can assist you in this process, ensuring you target the right people with the right messages.

Set specific, measurable goals

Your goals need to be specific and measurable. Vague goals like “increase sales” won’t cut it. Instead, aim for something like “increase sales by 20% in the next three months.” This gives you a clear target to aim for and makes it easier to measure your success.

Use key performance indicators (KPIs) to track your progress. These could include metrics like click-through rates, conversion rates, and return on ad spend. Our talented team at iWeb can help you set these KPIs and track them using tools like Adobe Analytics and Google Data Studio.

Choose the right retargeting platforms

There are several platforms you can use for retargeting, including Google Ads, Facebook Ads, and Adobe Target. Each platform has its strengths and weaknesses, so it’s important to choose the right one for your goals.

For example, Google Ads is great for targeting users who have searched for specific keywords, while Facebook Ads is better for targeting users based on their interests and behaviours. iWeb’s e-commerce expertise can guide you in selecting the best platforms for your needs.

Create compelling ad creatives

Your ads need to be compelling to grab the attention of your audience. Use high-quality images, engaging copy, and strong calls to action. Make sure your ads are relevant to the audience you’re targeting.

For example, if you’re targeting users who have abandoned their shopping carts, your ad could offer a discount to encourage them to complete their purchase. Our talented in-house team at iWeb can help you create these compelling ad creatives, leveraging our experience in Adobe Commerce Web Design.

Test and optimise your campaigns

Testing and optimisation are crucial for the success of your retargeting campaigns. Use A/B testing to compare different ad creatives, targeting options, and bidding strategies. This will help you identify what works best and optimise your campaigns accordingly.

Tools like Adobe Target and Google Optimize 360 can help you with this process. iWeb’s track record in e-commerce ensures that we can help you test and optimise your campaigns effectively.

Monitor and analyse your results

Monitoring and analysing your results is essential to understand the effectiveness of your retargeting campaigns. Use tools like Adobe Analytics and Google Data Studio to track your KPIs and measure your success.

Look at metrics like click-through rates, conversion rates, and return on ad spend. This will help you identify what’s working and what’s not, so you can make data-driven decisions to improve your campaigns. Our expert solution architects at iWeb can assist you in this process, ensuring you get the most out of your retargeting efforts.

Adjust your strategy based on insights

Finally, use the insights you’ve gained from monitoring and analysing your results to adjust your strategy. If something isn’t working, don’t be afraid to change it. Retargeting is an ongoing process, and it’s important to be flexible and adapt to new information.

For example, if you find that one audience segment is performing better than others, you might want to allocate more budget to that segment. Or, if a particular ad creative isn’t resonating with your audience, try something different. The team at iWeb can help you make these adjustments, leveraging our expertise and experience in e-commerce.

Contact iWeb today

Ready to take your retargeting marketing strategy to the next level? Reach out to iWeb today. Our talented UK team is here to help you achieve your goals and drive your digital transformation. Contact us to learn more about how we can support your e-commerce success.

Get in touch

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