5 Essential Retargeting Ads for Ecommerce Stores
In the world of ecommerce, your target audience is everything. The butter to your bread and whipped cream to your frappe, you live and die by the strength and engagement of your audience. But what happens when that audience isn’t big enough, or when the people within it aren’t paying enough attention?
That’s a real problem.
Luckily, there are ways around it. If you want to grow your ecommerce business, improve your sales, and display your products to more people, retargeting advertising is a great place to start. Here’s everything you need to know about what these handy ads are and how to use them.
Retargeting 101: What Is It and Why Does It Matter?
Retargeting, sometimes referred to as remarketing. The Holy Grail for online advertisers, retargeting allows you to continue displaying your company, products, goods, and services to viewers who have already “bounced” off your website.
While it might seem like you only need retargeting if you have an astronomical bounce rate, less than 2% of all web traffic converts on the first visit to a site, and finding a way to stay fresh in the minds of those consumers is essential to getting them to convert down the road.
5 Types of Retargeting Ads You Should Be Using
While retargeting is an effective way to focus your ad spend, it’s more effective when you use the right ads. Here are five you’ll want to get familiar with:
1. Dynamic Product Retargeting
Dynamic Product ads use a carousel to show potential customers products they have already viewed, but not purchased.
Dynamic Product ads typically include a picture of the product, a price, description, and link. They’re a fantastic way to grab the attention of someone who may have been lusting over a product, but wasn’t ready to pull the trigger.
Here’s an example of a dynamic ad posted by Birkenstock in one of their Facebook ads:
2. Website Visitor Retargeting
Buyers bounce from your website at different times and for different reasons. Bounces depend not only on a buyer’s position in the sales funnel, but also the structure of your site. Luckily, it’s possible to engage those visitors even after they’ve left your site.
Using a tool like Vantage, you can retarget ads to anybody who’s visited your website, regardless of where (or why) they bounced. Think of it as the second chance that a lot of companies need to make the sale.
3. Abandoned Cart Retargeting
Each year, shoppers abandon about $4 trillion in ecommerce merchandise. As if that weren’t painful enough, current estimates place cart abandonment rates at about 77%. In other words, it’s not a question of if customers will abandon carts on your site, but when.
The good news is that abandoned cart campaigns target customers who leave your site before completing their purchase. When delivered through Facebook or Instagram, these prompts can help nudge your customers to complete their transaction and live happily ever after with your product.
4. Top Customer Retargeting
Most businesses have 20% of their customers who generate 80% of their sales. Bring these VIP customers back to your store with Top Customer ads.
Regardless of whether it’s been awhile since they visited you or they just recently made a purchase, these retargeting ads ensure your brand stays fresh in their minds. Create ads with new products, promotions or company updates to keep them engaged!
5. Ready Customer Retargeting
Ready customer retargeting takes the customers who are right on the brink of making a purchase and helps push them over the edge. These customers can be past customers or new one, and this brand of retargeting just helps give them the nudge they need.
Vantage has a pre-built Ready Customer audience for ecommerce stores that looks at your Customer Frequency Rate and only places your customers into the audience to be retargeted to based on the average time between purchases. For example, if you have a Customer Frequency Rate of 3 months, Vantage will automatically add customers to your Ready Customer audience to retarget after it has been 3 months since their last purchase.
As we’ve said many times before, Vantage customers don’t waste money on their advertising!
The Case for Smart Retargeting: Boost Your Ecommerce Growth the Easy Way
Everyone wants to claim bounced customers, but the “cast a broad net” approach is often a bit more trouble than it’s worth. What’s more, it will destroy your marketing budget in a hurry.
Instead, you need to pay close attention to the types of retargeting ads you’re running and ensure they’re catering to your brand’s priorities and problem areas.
When you do, you have the opportunity to boost your return on ad spend and make your Facebook and Instagram ads work harder for you!