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Paid Advertising

Retargeting Ads Done Right: Keeping Your Brand Top of Mind

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Capturing a user’s attention online is challenging enough, but turning that initial interest into action is where the real work begins. Many potential customers browse, explore, and then leave without taking the next step. Retargeting ads are an effective way to reconnect with these users and gently guide them back towards engaging with your brand.

At Bigg, we’ve helped countless clients refine their approach to retargeting. With the right strategies, you can keep your brand visible and relevant without overwhelming your audience. 

What Are Retargeting Ads?

Retargeting ads, sometimes called remarketing, focus on users who have previously visited your website or interacted with your digital campaign but left without completing an action, such as making a purchase or signing up for a service.

Using cookies or tracking pixels, these ads re-engage users as they browse other websites, creating opportunities to remind them of your product or service. Retargeting helps nurture potential customers, nudging them toward a decision while keeping your brand in their line of sight.

Why Retargeting Is Vital for Paid Advertising

Paid advertising is all about efficiency. The better you can target your ads, the higher your return on investment (ROI). Retargeting gives you a unique advantage by concentrating on an audience that has already shown interest in your brand.

Studies have revealed that brands can reap a multitude of benefits from retargeted ads. According to statistics from Invesp, the average click-through rate for display ads is 0.07%, while the average click-through rate for retargeted ads is about 0.7%. Retargeted users are also three times more likely to click on your ad than people who’ve never interacted with your business before. 

As well as being a successful tool for getting users onto your site, retargeting can help boost conversions too, with website visitors who are retargeted with display ads being 70% more likely to convert. 

All of this means that every pound you spend on retargeting can work harder for your business. Combining retargeting with other paid advertising services can amplify the effectiveness of your digital campaigns, ensuring you’re engaging users at multiple touch points.

Key Practices for Retargeting Ads That Work

Retargeting is most effective when executed strategically. It’s not just about showing ads to people who have visited your site – it’s about delivering the right message to the right audience at the right time. Below, we’ve outlined key practices to help you maximise the impact of  your retargeting efforts while maintaining a positive user experience.

Audience Segmentation

Not all website visitors are at the same stage of the buying journey. Some may be casually exploring, while others might have abandoned their shopping cart. Segment your audience based on behaviour – such as pages visited, time spent on site, or specific actions taken – to deliver ads that feel relevant and timely.

For example, someone who browsed your pricing page might respond better to an ad highlighting a limited-time discount, while a first-time visitor could benefit from a brand awareness message.

To learn more about how to segment your audience, take a look at our in-depth guide on the topic.

Balance Visibility with Frequency Capping

It’s important to stay visible, but showing ads too often can be counterproductive. Seeing the same ad repeatedly can frustrate users and even create a negative perception of your brand.

Frequency capping limits how often your ad is shown to the same user, ensuring a balanced approach. Retargeting should feel like a helpful nudge, not an intrusive push.

Refresh Your Creative Assets

Seeing the same creative repeatedly can lead to diminishing returns. To keep your ads effective, rotate your visuals and messaging regularly. This not only maintains user interest but also allows you to test which elements – such as copy, imagery, or calls to action – perform best.

At Bigg, we often recommend using seasonal themes, highlighting new products, or emphasising unique value propositions to keep your ads fresh and engaging.

Optimise Timing

The timing of your retargeting ads can make all the difference. Analysing user data will help you determine when your audience is most likely to engage.

For example, if you’re an online retailer and data shows that your audience tends to shop in the evening, schedule your ads to run during that time. Similarly, some users may convert better within 24 hours of visiting your site, while others might require longer nurturing.

Personalised Calls to Action

Your call to action (CTA) needs to be as tailored as your audience segmentation. Users who abandoned their shopping cart may need a “Complete Your Purchase” prompt, while those exploring your services might respond better to “Learn More” or “Get a Free Consultation.”

Strong CTAs guide users through the next steps, making it easy for them to take action. Be clear, concise, and compelling.

Retargeting as Part of Your Paid Advertising Strategy

Retargeting isn’t just an add-on to your digital marketing efforts – it should be an essential component of your overall paid advertising strategy. A well-executed retargeting campaign enhances the effectiveness of your broader paid advertising initiatives by addressing different user behaviours and touchpoints.

For example, retargeting ads can work alongside search and display campaigns to keep your messaging consistent across platforms. By integrating retargeting with other paid advertising services, you can cover every stage of the customer journey, from initial interest to final conversion.

At Bigg, we use a data-driven approach to ensure your retargeting ads are seamlessly aligned with your other campaigns. This not only improves performance but also creates a cohesive brand experience for your audience.

Measuring the Impact of Retargeting

Effective retargeting doesn’t stop at creating ads – it requires ongoing evaluation and optimisation. At Bigg, we monitor key performance indicators (KPIs) such as:

Click-through rate: How many users are engaging with your ad?

Conversion rate: Are users taking the desired action after seeing your ad?

Cost per conversion: Is your investment delivering strong ROI?

By regularly analysing these metrics, we identify what’s working and where adjustments are needed. This data-driven approach ensures that your retargeting strategy is always aligned with your business goals.

Why Choose Bigg for Your Retargeting Campaigns?

Navigating the complexities of retargeting requires more than just technical expertise – it demands creativity, precision, and a deep understanding of your audience. As a reputable B2B agency, we are well-equipped to assist.

At Bigg, we specialise in creating bespoke retargeting strategies that maximise your digital marketing efforts. Our team takes the time to understand your business, crafting campaigns that not only keep your brand top of mind but also drive measurable results.

With our broad range of services and expertise, we offer a comprehensive approach to your marketing needs. Whether you’re looking to refine your retargeting efforts or overhaul your entire paid advertising strategy, Bigg is here to help.

Take Your Retargeting to the Next Level

Ready to supercharge your digital campaigns with expertly crafted retargeting strategies? Let’s work together to keep your brand at the forefront of your audience’s mind.
Contact Bigg today to get started! Our expert team is ready and waiting to discuss how our paid advertising services can help your business grow.

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