Ad retargeting is an essential part of your marketing strategy when you want to capture the attention of visitors who have left your website without making a purchase. Since ad retargeting is considered a good return on investment (ROI) because most visitors do not convert into paying customers on their first visit, it pays to invest is this marketing strategy.

Invest In Quality Ads

Part of increasing your ROI is to have attractive ads in the beginning. You need to achieve a balance of eye-catching design without being intrusive or annoying. Generally, banner ads are the most popular option because they can be found at the top of the page and do not obstruct viewing a web page. Avoid sparkly, loud, or graphics-heavy advertising. Not only can these ads be startling, but they can slow down the visitor's experience when viewing your page. Make sure you ads have clear branding so it is easy to identify the business.

Be Selective About Using Ads

One of the main problems with ad retargeting can be annoying to visitors, which may push them further away. When you formulate an ad campaign for retargeting, be selective about when the ad appears. For example, if a visitor simply visits the homepage and promptly leaves the website, it makes little sense to include them in your retargeting. There is nothing about their visit that suggests arriving at your website was anything more than a error. Conversely, retarget a visitor who at least checked another part of your website or scrolled to the bottom of the page. This person has shown some interest in your website and it is plausible you could turn them into a customer. Additionally, do not retarget paying customers. Being stalked online by ads after making a purchase will reflect negatively on your business.

Segment Your Retargeting

Audience segmentation is a crucial part of any marketing campaign and the same tactics can be applied to retargeting. You might segment your audience based on the pages they viewed on your website or, in the case of an online store, the items they browsed. By segmenting your audience based on their interest, you can have a few different ads readily available to hopefully lure them back to your website. If your ad does not contain a specific product, you might consider integrating a "freebie" into your ad to regain a visitor's attention. For example, your website may sell fitness products, but you might offer a visitor a free e-book or fitness tips as a way to convince them to return to your website.

Ad retargeting is one way to help regain visitors that may abandon their shopping cart or otherwise not turn into a paying customer. Using retargeting wisely will improve your ROI without annoying visitors.