Frequently asked questions about retargeting and brand awareness ads
Frequently asked questions about retargeting and brand awareness ads
What are some effective methods for gauging brand awareness?
When it comes to brand awareness, I will focus on three KPIs: share of voice, branded search traffic, and new site visitors.
Share of Voice is the volume of your brand or product mentions online in comparison to your competitors’ mentions. This number can help determine which brand is more likely to be at the forefront of a customer’s thoughts when making a purchase decision.
The number of people searching for your company’s name, products, or solutions is referred to as branded search volume. Simply, if you leave a lasting impression on your prospects, they will want to discover more about you!
The number of new site visitors is the total number of direct and organic people who visit your site for the first time. Tracking the number of new site visits, particularly those who arrived without being referred through a channel such as a blog post or paid ad, gives you a solid idea of how many potential buyers are considering your brand.
Marketers frequently make the mistake of assessing the impact of their brand awareness efforts purely by the number of visitors the campaign attracted to their website. This grossly underestimates the impact. Remember that the purpose of brand awareness is to increase your brand’s recognition and recall so that when the customer has to make a purchase, they are unlikely to search for your ad and click on it.
What tools do you propose for measuring Share of Voice?
There are numerous tools available for measuring share of voice (Awario, Brandwatch, Sprout Social, Talkwalker, Meltwater, etc.). Meltwater is used at AdRoll!
You can still measure your share of voice if you are not ready to invest in software. Determine which social media network(s) are most significant to you and popular with your target audience, and then investigate the options and built-in analytics available on those networks.
Where do we begin when we’re addressing this for the first time? What is the initial stage in the retargeting process?
When it comes to retargeting, it’s all about segmenting your customers and going after your most cost-effective clients first, especially if you have a limited budget. This is frequently your cart abandoners, as these customers have a high intent to purchase!
Make a special campaign targeting your cart abandoners if you haven’t previously. This should be a combination of advertisements and emails. Our data reveals that e-commerce firms who use an omnichannel approach (ads + emails) to target cart abandoners are twice as likely to make a purchase and act twice as quickly as those who only use ads.
What characteristics are most helpful for establishing retargeting audiences? Demographics? Site behavior? Other?
The most crucial thing to do before creating an audience is to figure out what your success metrics are.
Try to create an audience based on site activity if you want to maximize your return on ad spend (ROAS), especially if you have a limited budget. This audience list is based on the actions they’ve taken on your website to indicate what they’re interested in or going to do, such as cart abandoners or interest in a specific product.
Demographics are one level removed from site behavior because they are derived from other data services and are not as telling as the direct actions taken by a potential consumer on your site.
How long have you been running retargeting ads to the same visitor? Several weeks, months, or indefinitely?
Cart abandonment retargeting has a finite lifespan. You don’t want to keep showing these ads and emails to clients, especially if they’ve previously converted. Most software will incorporate this form of coding into your retargeting campaigns automatically.
But what about those who do not convert? We recommend looking at your average buying cycle and planning your campaign accordingly. This varies considerably between e-commerce firms, based on your sector, product, and price, to mention a few factors.
You can also run retargeting campaigns for everybody who has ever visited your website. Because these clients are frequently in the early stages of the acquisition cycle, these efforts frequently serve as brand awareness. The idea is to educate the buyer on who you are and what you stand for. These do not require a shelf life and can last indefinitely.
What percentage of your ad budget do you recommend for retargeting versus ordinary advertising?
Your actual percentage of spend will vary greatly depending on your industry and goals, especially at different times of the year.
During the holiday shopping season, companies must prioritize remarketing and abandoned cart recovery. 97% of first-time website visitors won’t buy, but they’re more likely to convert because they’re already intrigued.
Our Return on Ad Expenditure (ROAS) Calculator is an excellent resource for determining your percentage spend. This free calculator will give intelligent recommendations for how your brand’s expenditures should be spent in order to maximize return on ad spend.
What do you propose for retargeting advertisements, especially during the holiday season?
The holiday shopping season is one of the most competitive periods for marketers, and it can be scary for those who are just getting started or hoping to make a significant impact this year.
With CPMs (cost per mille) reaching an all-time high in Q4, focus on retargeting to customers who have the highest purchase intent and are most likely to convert. During the busy shopping season, there are your cart abandoners!
Retargeting ads are popular because they are effective; they have a clickthrough rate of 0.7%, which is much higher than the 0.07% rate for ordinary display ads. They do, however, come in a variety of shapes and sizes (no seriously – check out How to Choose the Right Retargeting Formats and Ads for Resizing). Check read our Beginner’s Guide if you’re new to retargeting ads.
Although the holiday shopping season has begun, it is not too late! Check out our Monthly Holiday Marketing Guide for information on how to get started and optimize your holiday approach, as well as other seasonal tools.
How do remarketing strategies differ between DTC and B2B businesses?
For DTC and B2B organizations, remarketing and retargeting can function similarly. Both sorts of organizations estimate that 98% of web traffic will leave your website after making a transaction (whether a product, service or software). The crucial thing is to locate solutions that specialize in finding you the correct audience based on your aims, such as RollWorks.
DTC and B2B websites optimize for various purposes. DTC businesses want to drive customers to complete online purchases. Therefore their conversion events often include “add to basket” and “checkout completed.” B2B organizations, on the other hand, often optimize for lead generation through conversion events such as “demo requested,” “email provided,” or “meeting booked.” Because B2B firms’ purchase funnels are often longer and more complex than DTC companies’, B2B organizations need to establish more audience segments, experiment more frequently, and invest earlier in cross-channel attribution solutions.
At what point do you risk ad tiring your visitor, lowering your chances of converting the user?
According to a 2016 survey, 46% of respondents unfollowed brands for posting too many promotional messages, 41% unfollowed due to unrelated content, and nearly 35% unfollowed brands for tweeting too much.
Here are some suggestions for avoiding brand fatigue:
- Review campaign performance and A/B tests on a regular basis to keep your strategy up to date. Examine the past success of your marketing channels and promotional methods to see where previous campaign engagement rates began to lag.
- Build three to five marketing personas that you know your product resonates with to get closer to your audience. Use these characters to adapt your communications and connect with your audience.
- Make your messaging unique for each of your marketing channels and platforms. If your customer sees the same messaging in the same way over and over, your brand will quickly fade into the background. You may steer your audience along the purchase experience till they convert by generating and distributing valuable and relevant content to entice them.
- Rotate ad creative by using multiple variations – by maintaining a healthy rotation, you can maximize ROI, enhance clickthrough rates, and avoid brand fatigue. You’ll also be able to see which creative gets the most engagement and change your campaigns based on the results.
- Include your marketing goals in your promotional calendar. This should be a chronology of all your activities, but it should also illustrate how they connect with your marketing objectives—specifically, the metrics your team uses to assess campaign success. In this manner, you’re putting strategy at the center of your strategy.
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