If you bid on the terms “accounting software,” you'll likely send people who click on your ads to a landing page that talks about your software and encourages people to create an account. Unfortunately, not everyone will create an account, so it may be tempting to retarget your non-convertible traffic with more information about the quality of your software. The only problem is that you've already made that pitch…and it didn't work. It means it's time to try something different. Participate in their decision-making process To be honest, if you've done your marketing homework, you probably have a pretty good idea of what your buyer's journey looks like. Now is the time to apply this knowledge to your retargeting ads. In the case of our previous example, you may know that most people who are interested in your accounting software but are not converting are looking for a wide range of software options to decide which best suits their needs.
In this case, your customer's next step isn't conversion, it's comparison. If you keep trying to get an audience that wants to image masking service compare themselves to engage, you're just going to frustrate them and potentially alienate them. Advertising Continue reading below On the other hand, retargeting ads that talk and link to landing pages that compare a range of software solutions create value for your audience. Now, instead of trying to force your audience to convert, you participate in their decision-making process. As a result, your retargeting ads create positive sentiment towards your business and simultaneously let you explain why your software is the one they should choose. Can you see how powerful this can be? Most retargeting ads attempt to trick users into doing something they're not ready to do.
However, truly effective retargeting ads aim to take the customer to the next step in the funnel. Grease the wheel Depending on your business, market, and goals, here are some ways to create retargeting ads that will help you engage your customers throughout their buying journey: Respond to Typical Concerns Often people don't convert because they don't feel comfortable with your company, product, or offer. Maybe your product seems too expensive. Perhaps you are requesting sensitive personal information. There may be a significant time commitment associated with registration. Advertising Continue reading below Whatever the specific reason, if you know that a significant segment of your audience is not converting due to a specific issue, retargeting can be a great way to directly address those pain points.