Behavioural triggers
Focus on building advertising campaigns that promote an action through behavioural triggers; this allows you to show different banner designs depending on their last action taken on your website.
When a consumer reaches the final stages of making a purchase but decides to abandon their shopping cart, it’s clear there is some level of objection. On average, 67?per cent of shoppers abandon shopping carts, so creating a segmented campaign that tailors an ad based on where a shopper is situated in the sales funnel will add further encouragement.
Red Balloon have taken advantage of this segmentation by highlighting ?Save $15 using code CTAB1214 when you spend over $69″ as an extra incentive for the consumer.
Retargeted unconverted calls
Despite living in a digital age, phone calls are still happening; meaning knowing how to measure which online marketing channels are leading to offline call conversions is essential. Syncing call data with your campaignsAnd lists empowers you to re-engage with your audience more effectively based on their online and offline engagement history.
If you generated calls that haven?t turned into a sales, you can hit these unconverted consumers with retargeting ads by syncing your call data with your campaigns. Callers tend to be highly engaged, quality prospects. This also eliminates the risk of retargeting someone with a discount offer who already converted over the phone.
Personalise the call to action
Branded ads are useful for increasing brand awareness, but failing to personalise and simplify the process of revisiting your website could affect your CTR and therefore your conversions. Personalised call to actions convert£42?per cent more visitors into leads than untargeted call to actions.
Targeting past customers is usually more advantageous than new customers they already know your brand and trusted you enough to make a purchase; meaning they typically require less coaxing than a new lead. Customer retention generates between 60-70?per cent profitability, whereas customer acquisition only generates between 5-20?per cent.
Although it’s worth reminding customers how much they love your brand through an ad, this isn’t always enough to entice a click. Call to action buttons can also be personalised for targeting previous customers. ModCloth clothing have used remarketing ads to notify previous customers when new arrivals have been posted on the site; encouraging them to head back and view the products.
Before you create personalised call to actions, carrying out split testing is essential. This allows you to test different variations of ads on the same segmented audience to identify which works best for them. Remember, it is best to target audiences based on interests rather than age, for the demographics can be too broad for your ads to receive attention.
Natalia Selby is marketing coordinator at Mediahawk, with over ten?years” experience in analytics, content management and eCommerce.
Image: Shutterstock
