Retargeting ads, also known as remarketing ads, are a powerful tool for bringing lapsed customers back into your sales funnel. These ads are targeted at users who have already interacted with your website or brand in some way, but have not yet made a purchase or taken any other desired action.
By showing them relevant ads that remind them of your brand or products, you can increase the chances that they will return to your site and complete a purchase.
Here’s how to use retargeting ads to bring lapsed customers back into your sales funnel:
Identify your lapsed customers
The first step is to identify the customers who have lapsed. Generally, these are users who have visited your site in the past but haven’t returned recently. You can use tools like Google Analytics to track user behavior on your site and identify these users.
Determine the reason for their lapse
Before you start retargeting these users, it’s important to understand why they haven’t returned to your site. Did they abandon their cart? Did they get distracted by other things? Understanding the reason for their lapse can help you create more effective retargeting ads.
Create targeted ads
Once you’ve identified your lapsed customers and understand why they haven’t returned, you can start creating targeted ads that address their specific needs or concerns. For example, if a user abandoned their cart, you can show them an ad that reminds them of the items they left behind and offers a discount or incentive to complete their purchase.
Use different ad formats
Retargeting ads can take many different forms, from display ads to social media ads to email retargeting. Using a variety of ad formats can help you reach your lapsed customers on different platforms and increase the chances that they will return to your site.
Set frequency caps
It’s important to be strategic about how often you show retargeting ads to lapsed customers. While you want to remind them of your brand and encourage them to return to your site, you don’t want to annoy them with too many ads. Setting frequency caps can help ensure that your ads are effective without being overwhelming.
Measure your results
As with any marketing campaign, it’s important to measure the results of your retargeting efforts. Use tools like Google Analytics to track the performance of your retargeting ads and adjust your strategy as required.