7 Tips for Creating Retargeting Ads that Convert

Due to its relative low cost and high ROI, retargeting has become an essential part of any online marketing campaign.  Retargeting targets visitors who have visited your website but left without completing their purchase or getting in touch with you.

Of course it makes sense to market your products or services to those who have previously shown interest in them.  However, that doesn’t mean that any ad will do the job.  Here is a list of 7 tips for creating retargeting ads that convert.  If you’re not using them in your retargeting campaign, start now!

1.  Build a Strategy Around Tagging

It’s important to know that your ad won’t show up on participating ad networks until a minimum number of visitors have been tagged.  Start tagging as soon as possible to see your ads show up faster, even if your ads aren’t fully ready.  Once you start tagging, you can segment your campaign into time frames based on pages visited and original date of visit.

2.   Design Ads that Stand Out

Unlike designing an ad for an audience that may be unfamiliar with your brand, a retargeting ad should focus on grabbing the attention of your viewers and selling them on the particular product or service in which they showed interest and not on your company. It also helps if your ad is aesthetically pleasing.  Animated ads that use flash technology are also great for capturing the attention of readers.

3.   Take Advantage of All Ad Sizes

Retargeting image ads can be made in various sizes.  Use all ad sizes and formats when designing your ad.  Typically, 300×250 image ads tend to attract the most clicks, however, you should design your image ad in the various permitted sizes and test your ads to see which combination of design, size and offer produces the most conversions.

4.  Use Specific Content

Ads that use specific content are exponentially more powerful than generic ads.  If the particular visitor you tagged was interested on one particular product or service on your website, use content or images related to this product for best results.  For e-commerce websites, make sure to use product images in your image ads.

5.  Make a Great Offer

Just as with any other type of advertisement, your retargeting ads should make a great offer.  It’s your second chance at convincing a potential customer.  Whether that means a free shipping offer or a special promotion, it’s important to offer something of value to entice prospects to return to your website.  Service oriented companies can offer free access to white papers, reports or case studies.

6. Follow Up with a Landing Page

Similar to a PPC campaign, a retargeting ad needs to deliver.  Your image ads should direct customers to a custom landing page regarding the offer and not the homepage of your website.  Sending prospects to the homepage of your website makes your retargeting campaign lose steam.  The landing page may feature a special promotional code to be used at checkout or give access to free digital content media.

7. Monitor Performance and Adjust as Needed

A retargeting campaign would be neither complete nor successful without careful monitoring and small adjustments.  As part of your campaign, you have access to a wealth of information about what sites within the ad network, including Google, Yahoo! and Microsoft, are displaying your ad.  Check for low performing sites and exclude them from your campaign to maximize your budget.

Retargeting is a powerful online marketing strategy that produces a high ROI.  If you’re already using other types of online marketing services such as PPC or SEO, adding retargeting is a smart way to boost the performance of these campaigns at a low cost.

Need help building a retargeting campaign? Contact ClickXPosure at 1-888-909-RANK or at clickxposure.wpengine.com for a free consultation.


Solomon Thimothy is the lead online marketing strategist for ClickXPosure® – Integrated Online Marketing. Based in Chicago, ClickXPosure® has helped hundreds of clients gain better visibility online by focusing on more exposure, more traffic and more leads.

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