Discuss your challenge Learn how to use retargeting ads as part of your marine marketing strategy. Contact The Digital Deckhand today and see how we can help!
Understanding Your Retargeting Ads
Retargeting ads, also known as remarketing ads, allow you to re-engage with website visitors who have already interacted with your marine business online. This can be achieved through a pixel or cookie-based technology that tracks users’ actions on your site. Once visitors leave your website without converting, retargeting ads bring them back by displaying relevant ads across other platforms they visit, like social media or websites.
Segmenting Your Audience:
To ensure effective retargeting, segment your audience based on their interactions with your website. For instance, categorise them into groups like “Visited Product Pages,” “Contacted Sales” or “Created an Account.” This granular approach helps deliver tailored ads that resonate with each group, increasing the chances of converting them into customers.
The Meta Retargeting Strategy
Remember, the viewers of these ads will already have had a previous experience with your website or brand. At this stage, there are 3 types of campaigns to utilise.
- “Why Choose Us” – these campaigns focus on the reasons why a custom would pick you over your competition.
- “Customer Experience” – Showcase the customer journey, share reviews, results, etc to help build social proof.
- Dynamic Ads – These are commonly found on e-commerce stores, where you dynamically show the customer what they had previously been looking at, or previously added to their cart. But these can be used by all types of businesses. E.g. showing the exact charter boat someone was looking at.
Create The Perfect Ads:
- Use high-quality images of your products, services, or simply use images that connect with your target market – yachts, sailing, fishing, etc.
- Create copy that showcases your product – not “show off” your product. It should ask a question, and your service or product should be the solution.
- Add strong call-to-action (CTA) phrases like “Buy now” or “Book Now.”
Frequency Capping:
While retargeting is powerful, it’s essential to strike a balance to avoid overexposing your audience to ads. Implement frequency capping to limit the number of times a user sees your ads within a specific time frame. This approach prevents ad fatigue and ensures your marine brand remains fresh and engaging. Typically, you should aim for a frequesncy of 6-10 times per customer. If you are over this, reduce your budget, and vice versa.
Finding The Right Place:
A lot of the strategy comes down to, right place, right time. We want to show the ads to the right people, in the right mindset, and with the right offer. Offer special discounts or promotions to those in the consideration phase, and provide irresistible incentives for those ready to convert. Timely and relevant ads will elevate your marine marketing strategy.
