In yesterday’s blog post, we discussed the current state of retargeting and how the space has changed, but now we want to help get you started with your own retargeting campaigns with a few best-practice pointers.
Selecting your partner
The first thing you have to do is choose your retargeting partner. There are several major players in the space, and new entrants arriving all the time. AdRoll, Fetchback and Retargeter all provide very similar customer experiences and capabilities, so it’s simply a matter of selecting the vendor that best fits your budget and needs.
Prepping for launch
Now that you have your partner selected, it’s time to figure out your offer and optimize your creative. Since you’re targeting visitors that have already been to your website, a smart collateral piece is one that provides additional value to a visitor and positions your company as a thought leader in your industry. White papers, case studies, eBooks and infographics are all examples of valuable content that help build customers’ trust in your brand.
Optimizing your creative
Display ads that have a clear call to action perform best, so remember to include some direction in your ad. Be clear on what you are asking of your visitor – “Download this white paper now” or “Register for our upcoming webinar” — and keep your ad copy short and succinct. Today’s internet users are inundated with ads and you only have a split second to grab their attention, so keep calls to action front and center.
Leveraging your Pardot marketing automation tools
Pardot’s toolset is a great way to optimize and track your retargeting campaigns. The first thing you should do is create a specific retargeting campaign in Pardot. That will allow you to map all of the your visitors and prospects back to your retargeting campaign, and make smarter optimization decisions.
Once your campaign is set up, you can use Pardot to create customized landing pages based on the marketing collateral you want to promote and the visitors’ site activity. Since the visitor has already been to your website, you’ll be able to map their complete activity timeline and track any new activity, which will help your team target their interests more effectively. For example, if someone has visited your pricing page, you’ll want to point out why your product provides the most value for them. Conversely, if they’ve show interest in your email capabilities, you’ll want to drive them to a landing page dedicated to email marketing.
Display advertising has come full circle – evolving from being the go-to online marketing campaign, to little more than a branding afterthought, back to an important piece of any integrated marketing plan. Like any data-driven marketer, you want to invest your time and resources into campaigns that are trackable and drive leads. Display now has those capabilities.
Share your thoughts with us: do you plan on leveraging display in your marketing plan?