Categories: Media Planning & Buying|By |2.6 min read|

Always-On Retargeting

Are you struggling to connect with customers who bounce from your website? Retargeting can be a tricky thing, especially if you don’t know where to start. For businesses with the right ad creative budget, always-on retargeting could be the difference between securing returning customers and losing them in the first few stages of the customer journey.

Always-on retargeting refers to retargeting efforts that are ongoing, 365 days a year. Not many brands take advantage of continuous retargeting, but they should. Let’s break down why.

Always-On Retargeting – Why You Should Be Running Retargeting 365 Days of the Year

Retargeting ads are advertising creative designed to target and try to entice consumers who have interacted with a brand without becoming a customer. It’s the “getting the one who got away” approach to advertising in which it’s already been established that a consumer is interested in a brand.

Always-on retargeting is vital because the customer journey is an ongoing one– not something that ends when they come back to your brand to make a purchase. It’s the brand’s responsibility to continuously entice and build trust with its customers through specific, highly-targeting marketing practices and advertisements.

While always-on retargeting can be pricey, it can be the perfect choice for brands who struggle with a high bounce rate. At Gourmet Ads, we’ll work with a budget of $12,000 ($1,000 per month) for your always-on retargeting endeavors.

Tips for Always-On Retargeting Practices

These are the best practices for always-on retargeting:

1. Always-On Retargeting

Make sure that while you are running ads continuously, you should still be changing the advertising creative you use on a monthly basis. This will keep your audience engaged and interested in your advertising.

2. Know your campaign goals.

We know that the purpose of always-on retargeting is to secure customers when they begin to trail away from the customer journey before making a purchase. However, it’s important to understand where many of your potential customers are disappearing. Is it after seeing a specific ad campaign? Align your campaign goals with your research.

3. Diversify your Retargeting Campaigns.

Your retargeting campaigns will be going on 24/7. That does not mean that they should be uniform and identical. The goal here is to use different types of ads with different types of content to see which practices result in the most conversions. These campaigns should include banner ads, video ads, native ads or sponsorships, story ads, etc.

4. Make sure your landing pages are unique.

Along with creating ads that are diverse and interesting, the landing pages you connect those ads to should also be diverse and interesting. Don’t limit the number of URLs you run on. Put work into them– the landing page is just as important as the ad consumers will see.

5. Invest in pixels.

Pixels are extremely important when it comes to retargeting. When a consumer leaves a product page, pixels will target them with ads for the product they just left. This is used particularly for more engaged users, rather than those who quickly check a product page and then bounce.