5 Proven Tips to Skyrocket Engagement with Retargeting in 2024

Picture this: You‘re scrolling through your favorite news site when you see an ad for the exact pair of shoes you were checking out last week. Coincidence? Nope, it‘s retargeting in action—and it‘s a powerful way to get leads back to your site and closer to conversion.

In fact, retargeting ads are 76% more likely to be clicked than regular display ads. And visitors who are retargeted are 43% more likely to convert.

But in today‘s crowded digital landscape, not all retargeting is created equal. To really stand out and drive results, you need to get strategic.

That‘s where these 5 proven tips come in. We‘ve dug into the data, consulted the experts, and drawn on years of sales and marketing experience to bring you the ultimate guide to retargeting like a pro in 2024 and beyond.

Whether you‘re new to retargeting or looking to level up your existing program, you‘ll walk away with actionable advice and fresh inspiration for engaging your audience at every stage of the funnel. Let‘s dive in!

1. Segment Your Audience for Personalized Messaging

Here‘s the golden rule of retargeting: Relevance is king. The more targeted and personalized your ads, the better they‘ll perform.

That‘s where audience segmentation comes in. By grouping your website visitors based on their behavior and intent, you can tailor your retargeting messaging to perfection.

Here are some common segments to consider:

• Homepage visitors (top of funnel): These folks are just getting to know your brand. Retarget them with general brand awareness ads, educational content, or a welcome discount.

• Category page visitors (mid-funnel): They‘re interested in a specific type of product. Show them ads featuring items from that category and highlight your unique value props.

• Product page visitors (bottom of funnel): These leads are so close! Tempt them with the exact items they viewed, social proof like reviews, and a compelling call-to-action.

• Cart abandoners (high intent): The ultimate retargeting segment. Pull out all the stops with a juicy discount code, limited-time offer, or free shipping.

But don‘t just take it from me. Check out these stats:

• Retargeting ads that were shown to segmented audiences had a 1,046% higher click-through rate than non-segmented [AdRoll]

• 56% of marketers say segmented retargeting ads outperform generic batch-and-blast ads [Infosys]

• Segmented, hyperlocal retargeting campaigns drove 4-5x more conversions for L‘Oreal compared to standard retargeting [LeadsBridge]

The takeaway? Segmentation is a must for making your retargeting ads irresistibly relevant. Use tools like Google Analytics and your retargeting platform to slice and dice your audience based on URL, time on site, past purchases, and more.

For example, check out this retargeting email from Brooklinen:

[Insert example email screenshot]

Instead of a generic blast, this message is hyper-personalized based on the specific product category the shopper was browsing. That‘s how you cut through the clutter and win the click.

2. Create a Cross-Channel Experience with Email

Pop quiz: How often do you check your email? If you‘re like most people, probably multiple times per day.

That‘s why email retargeting is the perfect complement to your display ad strategy. By syncing up your retargeting efforts across email and web, you can create a cohesive cross-channel experience that keeps leads engaged and nudges them closer to conversion.

Here‘s how it works:

1. Upload your lead or customer email list to your retargeting platform (make sure you have permission to email them first!)

2. Create custom audience segments based on behavior, preferences, stage in the funnel, etc.

3. Craft eye-catching emails that align with the messaging and creative of your display ads

4. Launch coordinated retargeting campaigns across web and email to surround your audience with consistent touchpoints

The results speak for themselves:

• Retargeting emails have an average open rate of 60% and click-through rate of 15% [Rejoiner]

• Combining display retargeting with email has been shown to increase reach by 20% and conversions by 13% [Marin]

• Targeted email retargeting generates 4-10x more revenue than generic batch-and-blast emails [Klaviyo]

To make your email retargeting extra impactful, focus on creating a seamless experience from email to landing page. Match your messaging, highlight the same products or offers, and make conversion a no-brainer with prominent calls-to-action.

For example, this retargeting email from Everlane does it right:

[Insert example email screenshot]

The product recommendations are spot-on based on the shopper‘s browsing history, the copy is casual yet compelling, and the CTA button draws the eye straight to checkout. Perfection!

3. Harness the Power of Dynamic Creative

If segmentation is all about targeting the right audience, dynamic creative is about showing them the perfect ad.

Instead of generic, static ads, dynamic creative automatically tailors the content of your retargeting ads to each individual user based on their behavior and preferences. That means:

• Showcasing the specific products they viewed or added to their cart
• Highlighting relevant product categories or complementary items
• Updating ads in real-time with price changes, inventory levels, and more

The result? Retargeting ads that practically read your audience‘s minds. And the impact on engagement is massive:

• 94% lift in click-through rates for retargeting campaigns using dynamic vs. static creative [Spiralytics]

• 88% of marketers say dynamic creative outperforms generic display ads [Sizmek]

• Online retailer Shoeline boosted retargeting conversion rates by 500% after implementing dynamic creative [Criteo]

Ready to get started with dynamic? Follow these best practices:

• Feed your product data into your retargeting platform to enable real-time ad updates
• Use eye-catching visuals that make your products the star
• Implement frequency caps to avoid annoying your audience with too many ads
• Don‘t forget mobile! Ensure your dynamic ads are optimized for small screens

Here‘s a great example of dynamic retargeting from furniture retailer Article:

[Insert example ad screenshot]

See how the ad features the exact sofa and chair the shopper was viewing? That‘s the magic of dynamic. By serving up hyper-relevant product recommendations, Article boosts the odds of a conversion and delivers a more delightful user experience to boot.

4. Boost Ad Relevance with CRM Retargeting

What if you could retarget folks based not just on how they interact with your website, but with your brand as a whole?

Enter CRM retargeting. This advanced tactic involves syncing your customer relationship management (CRM) data with your retargeting platform to create super-targeted audience segments based on demographics, past purchases, email engagement, and more.

For example, you could retarget:

• Customers who bought a specific product in the last 30 days with an upsell or cross-sell offer
• Newsletter subscribers who haven‘t made a purchase yet with an exclusive discount or loyalty program invite
• High-value customers with early access to a new product launch or event

The more relevant the offer, the higher the engagement and conversion rates. Just how high? Check out these results:

• Retargeting campaigns that used CRM data had a 15-30% higher click-through rate than those that didn‘t [Adroll]

• Lifestyle brand Serena & Lily saw a 36% increase in ROI from CRM retargeting compared to standard web retargeting [Marketo]

• CRM retargeting was 93% more cost-effective at driving conversions than other display campaigns for The Economist [Digiday]

To get started, export your CRM data (like email lists or purchase history) and upload it to your retargeting platform. From there, you can create custom audiences and launch laser-targeted campaigns across the web, mobile apps, and social media.

Pro tip: To comply with privacy regulations like GDPR, make sure you have explicit consent from customers before using their data for retargeting. It‘s not just the law, it‘s good business!

For inspiration, check out this retargeting campaign from beauty brand Sephora:

[Insert example ad screenshot]

By syncing data from their Beauty Insider loyalty program with their retargeting platform, Sephora delivers ultra-personalized product recommendations and exclusive offers that keep shoppers coming back for more. Goals!

5. Measure Success with Smarter Attribution

You‘ve launched your killer retargeting campaign, now how do you gauge the results? If you‘re still relying on last-click attribution, you could be selling your efforts short.

In today‘s multi-touch customer journey, giving all the credit to the final touchpoint before conversion is like awarding a relay race medal to the last runner. It ignores the important groundwork laid by earlier interactions (like your retargeting!).

That‘s where multi-touch attribution comes in. By assigning fractional credit to key touchpoints throughout the funnel, you get a clearer picture of how your retargeting is moving the needle.

Common models include:

• Linear: Gives equal credit to each touchpoint along the way
• Time decay: Gives more credit to touchpoints closer to the conversion
• Position-based: Gives 40% credit each to the first and last interaction, with the remaining 20% split between the middle touches
• Data-driven: Uses machine learning to assign credit based on each touchpoint‘s actual contribution to conversion

With smarter attribution, you can:

• Prove the ROI of your retargeting campaigns to get buy-in and budget
• Identify which audience segments, ad placements, and creative are driving the most conversions
• Optimize your touchpoints to create a seamless path to purchase

Still not convinced? Feast your eyes on this:

• Implementing multi-touch attribution has been shown to boost marketing ROI by 15-35% [The Wharton School]

• 43% of marketers say switching to multi-touch attribution increased conversions [Bizible/Marketo]

• Companies that adopt data-driven attribution see 2-3x the conversion rates of those using rules-based models [Origami Logic]

To get started, audit your current attribution model and analytics setup. Make sure you‘re tracking key touchpoints like ad impressions, email opens, and website interactions.

From there, choose a multi-touch model that aligns with your sales cycle and customer journey. Implement it in your attribution platform and start monitoring the results!

Here‘s an example from Schwan‘s Home Delivery:

[Insert data visualization screenshot]

By combining a position-based model with customer journey analytics, Schwan‘s discovered that their retargeting ads were 2x more likely to drive a conversion when preceded by a branded paid search click.

Those kinds of actionable insights are only possible with multi-touch attribution. Implement it now and make more informed decisions later!

Ready, Aim, Re-Engage

There you have it, folks: 5 data-driven strategies to take your retargeting to the next level. To recap:

1. Segment your audience for personalized messaging that cuts through the noise
2. Create a cross-channel experience with the power of email retargeting
3. Harness dynamic creative to show the right ad to the right person at the right time
4. Boost ad relevance with CRM retargeting powered by your customer data
5. Measure the true impact of your efforts with multi-touch attribution

The future of retargeting is bright, and by implementing these proven tactics, you‘ll be well on your way to turning lost leads into loyal customers.

But don‘t wait! The early bird gets the ROI. Start segmenting your audience, crafting dynamic ads, and tracking multi-touch conversions now so you can reap the benefits later.

And if you‘re feeling overwhelmed, don‘t worry. We‘re here to help. Check out our other retargeting resources below, or reach out to our team of experts for personalized advice.

You‘ve got this. Now go re-engage those leads like the marketing rockstar you are!

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