The simpler guide to Re-targeting

Carefree Pushy Male (CPM): Have we met before? 

Tall Attractive Female (TA): Me?

CPM: Yes you! Did you go to XYZ University? Hmm. It might not be that actually. Are you married with kids? 

TA: No!

CPM: No? It’s a bit strange because your face looks really familiar.

TA: Sorry I don’t know you.

CPM: I think you do! You were checking out slippers for a 5-year-old girl yesterday on my website.

TA: (Frowning). Yes and? 

CPM: Exactly! That’s where I know you from. Can I have your number? 

TA: Feels unsafe and walks away hurriedly. (read ‘close’, report as spam, ‘I don’t want to see this ad again’)

I was tempted to use ‘gives CPM a dirty slap’ but I don’t promote violence. 🙂

When Brands Stalk You

Have you ever felt like that, when a brand is stalking you in the name of re-targeting?

Here’s a simple guide for your brand to make re-targeting more useful. 

So, if you want to use re-targeting effectively, try this method instead. 

1. Identify the target audience (TA) you really want. 
2. Fill the top of the funnel with as many of them as possible and get them to take a specific action. One easy way is to run free content as an Ad. e.g information content, new product content, an informative video etc. 
3. Get the TA to take easy but memorable action(s) that they won’t easily forget. It is important that they are somewhat engaged. This will allow your re-targeting pixels to only kick in after the threshold has been met. 

In this example, this could be 

• Get the TA to visit more than one page on your website before you start re-targeting.
• Get the TA to engage with other content you have created. 
• Get the TA to watch more than a set amount of your video content. 

4. Re-target them with something they will recognize. Try to include a personalized message. 

5. You will need multiple re-targeting points, so your Ad is not asking them to jump from agreeing to coffee to requesting their hand in marriage. It should help them move along the funnel nicely.

What else do you do to make your re-targeting more effective? Share in the comments.