7 Ways to Use Retargeting for Branding and to Up Your Authority

Jack with a target on his faceAdvertising is considered one of the most powerful strategies in branding; as such, a generous budget is usually allocated for it.

There are different types of advertisements to use to effectively address the interests and requirements of target audiences (as well as accomplish a business’s income objectives) but to further enhance the results of such marketing efforts, it’s imperative for ad campaigns to be run correctly.

Enter a powerful process called “retargeting”. While most just use it to scrape up site visitors that didn't buy…its a powerful (and affordable) option to brand yourself as an authority.

In the same way that there are different types of advertisements used in a brand building campaign, retargeting ads also has involved practices to ensure increased brand awareness, power, and impressive return on investment.

Here are seven retargeting ads best practices up your authority and branding.

1.) Use a frequency cap

This will limit the number of times tagged users will see your ads.  Now, why is this good practice? Overexposure has been determined to decrease campaign performance; potential customers may easily “grow” blind to your efforts if they constantly see ads about your business’s offerings. The key here to using a frequency cap is to be strategic with how and when you present the ads – get sound advice from a retargeting provider to establish and implement the strategy in the most advantageous manner.

2.) Use a burn pixel

The idea here is simple: If your customer had already purchased a particular product, you do not want to keep on offering him or her the same product over and over because doing so will naturally turn them off. But if you use a burn pixel, this will allow you to un-tag users who already bought the product that you’re still advertising, and instead retarget them with new ads which they will appreciate better.

3.) Opt for Single-Provider Retargeting

This is deemed more effective than going with multiple providers that usually present serious issues like overexposure, bigger costs, and contradicting ad performance assessments.

4.) Contextual, Demographic and Geographic Targeting

This will streamline your efforts, create better relevancy and, overall, improve your ads’ performance. By considering these three variables, you can present a more powerful message that will generate the kind of reaction that you want. This type of targeting also provides the advantage of saving the business a significant amount of money.

5.) Using A/B Testing and Rotating Ads

A/B testing presents reliable data from which improvements can be made to enhance ad performance. Meanwhile, rotating ads keeps audiences interested, and this may lead to more conversions.

6.) Set View-through Conversion Windows

While certain ads do not automatically prompt a purchase decision, they, however, influence people to eventually buy; the view-through conversion windows provide advertisers useful data about ad performance such as the stickiness of the ads, audience’s buying tendencies, etc.

7.) Consistently Produce Attractive Ads

Beautiful ads that present promotional messages clearly, concisely and powerfully never fail to attract both old and new audiences. The right impression is established, making them more memorable. Tip: Always use eye-catching colors, powerful calls to action and big buttons for customers to click.

About the author

Brian Ainsley Horn

Brian Ainsley Horn is considered to be the “pioneer of authority marketing”, which has exploded in popularity recently. His unique methods have been talked about and covered on The Howard Stern Show, Wall Street Journal, ABC, Perez Hilton, CBS News , Forbes, Advertising Age and dozens of other media outlets. Brian is the co-founder of the consulting firm, Authority Alchemy, and also writes for Huffington Post and Entrepreneur Magazine about authority marketing and personal branding.

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