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Driving bottom of funnel conversions with multi-layered retargerting

Written by Łukasz Szkobel

When running a campaign, it is essential to consider the different media platforms you can use. A multi-layered approach will ensure your ads reach potential customers. They’re more likely than traditional single layers of advertising would be to reach out to them with an offer or message.

That’s why advertisers need to think about the different ways they can reach their target audience. A multi-layered campaign will increase your chances of success and ensure that no one falls through the cracks.

Even a perfectly planned Internet campaign may be ineffective at the ROI verification stage. If you run your business mainly online, you may be aware that marketing primarily drives your business. You can construct the most optimal sales funnel, but in principle, it is impossible to build it without retargeting marketing.

Before we discuss retargeting marketing strategies in-depth, let’s recap on multi-layered advertising:

Why multi-layered advertising?

A well-planned advertising campaign can be very successful when it adopts a multi-layered approach.

You can promote and advertise your business online and offline in a plethora of ways. For example, if you have a new product for sale on your website and want to be active on social media sites like Facebook or Twitter. It would make sense that those two mediums should work together so people will know about the release of this item as soon as possible.

The more platforms you use in your campaign, the greater your chance of success.

The right mix will ensure every ad is seen by its intended audience and get a positive response from them.

If you want to be successful, the best thing that can happen is for your brand and advertising campaign to be a perfect match. To make sure this happens, we always recommend taking the approach of using multiple delivery platforms to raise your profile across all areas of media coverage.

Multi-layered campaigns are the way to go for any marketer who wants their message heard. Not only do they help you effectively reach your target audience, but creating different layers within each campaign reduces creative fatigue.

What exactly is retargeting?

Retargeting marketing is a strategy that focuses on users who have shown an active interest in your business.

A cookie with a unique digital ID is created in their browser whenever a user visits your website. It contains information on how the user viewed the website. Depending on the configuration of tracking on your website, you can reach an audience who, for example, viewed your products, but for some reason, decided not to buy.

Digital Media Vehicles are constantly evolving in how consumers can use them. They include paid search, digital display, retargeting marketing, paid social media such as Facebook ads or Twitter promotions which often have a particular schedule for when their campaigns will run. So, you know what time your advertisement was meant to cover — this might not work well if someone doesn’t quit browsing after 3 minutes.

The greatest challenge

Studies have shown that 92% of consumers visiting a retailer’s website for the first time are not there to buy.

Many businesses struggle to transform the stakeholder from a middle marketing funnel to a person who becomes their customer. This is where we have persuaded users to do more than just browse your site.

Depending on the type of business, these may be users with different intentions. Those who signed up for a webinar about your product, audience subscribed to newsletters, users using a free product demo, and so on. It would seem that at this stage, we should be able to convince them to convert without much problem, but for most companies, this is not the case.

There are many factors, big or small, that influence the decision making of your audience, and this is where retargeting comes in handy.

Use of traffic from all channels

According to Google, combining retargeting ads with other advertising can already help you sell 50% more of your items and services.

Suppose you have carried out activities to help increase traffic from organic sources and other channels such as Display, PPC or Social. In that case, this is the perfect time to increase the efficiency of the hard work that you have done to find an active audience. It is time to collect low-hanging fruit.

How display retargeting ads drive the bottom of funnel conversions

Display channel retargeting gives you a tremendous opportunity to drive the bottom of funnel conversions.

Imagine you have information on all the users who visited your website at your disposal, and they are divided into different segments. For example:

  • those who left the website with a full basket,
  • those who browse specific product categories on your website,
  • and your active customers.

Thanks to display ads, you can reach users at every stage of their journey and remind them of your brand when they make their purchasing decisions, and regardless of the source of the traffic, you can reach all visitors on your website.

Presenting the right message when retargeting

It is also essential to present the right message to the retargeting audience. You will apply one message to your active customers who regularly purchase on your site and a different one to the user who left the page with a full basket.

Google Ads, Amazon, Facebook, and various ad platforms allow you to show the specific products a specific user was looking at on your website. These platforms increase the urgency in their ad copy as each day passes since a user has viewed the item.

Let’s conclude with four retargeting strategies

Segment your audience

Never retarget the same group of consumers with the exact same message based on a broad metric. We all know how frustrating it is to be bombarded with irrelevant messages, whether they are retargeting you after leaving their website or following through with an ad campaign that hasn’t worked out as planned.

The last thing anyone wants is more ads popping up everywhere without considering what might work better on this person’s end. That said, there’s no reason why these targeted messages can’t include some form of incentive.

Personalise your message

A successful retargeting strategy means you send the right message, to the right consumer, at the right stage of their shopping journey. It would be best to base your retargeting on the buyer’s web journey. You can do this by following the pages they visit on your site.

It will help you to deliver super-relevant and personalised ads. Suppose you see a potential buyer repetitively adding the same product into their cart without completing the purchase. In that case, you use that to retarget the user in various ways regarding that product. It can be when the product goes on sale or when you offer complimentary add-on products.

Focus on search intent

If you’re a jeweller in Switzerland and someone does a Google search for “diamond necklaces in Geneva”, you could target that person with ads for “discount diamonds Geneva”.

The primary difference between conventional retargeting marketing and search retargeting is that you can now target never before reached users.

Connect all the data points

Today’s marketplace in all industry segments is more competitive than ever before. That means it’s necessary to reach shoppers with content that they’ll find super-personalised, including collecting and unifying data across all devices for retailers like yourself to get a complete picture of their product interests or purchase intent.

Working closely with an agency that collects this information—machine learning technology included—will increase your chances of users clicking on remarketing ads. It is because you offer them what no other brand does: customised offers based on each customer profile.

Get in touch

We believe that retargeting should be in every digital marketer’s toolkit, and we can help you set this up for your business. If you want to get started or obtain more information, please reach out to [email protected], and a member of our team will assist you.

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Łukasz Szkobel

Head of Display

Łukasz is a Head of Display at MediaGroup Worldwide.  He runs our global programmatic, video, and display team. Łukasz lives and works in Poland. Before MediaGroup, he worked on the publisher side with one of the biggest publishers in Poland, serving clients such as Porsche, Range Rover, Mondelez, Unilever, and Netflix.

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