{"id":8978,"date":"2022-02-02T15:00:04","date_gmt":"2022-02-02T15:00:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/7-ways-to-segment-your-audience-for-successful-retargeting\/"},"modified":"2022-02-02T15:00:04","modified_gmt":"2022-02-02T15:00:04","slug":"7-ways-to-segment-your-audience-for-successful-retargeting","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/7-ways-to-segment-your-audience-for-successful-retargeting\/","title":{"rendered":"7 Ways To Segment Your Audience For Successful Retargeting"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

If marketing is the art of persuasion, then retargeting is that art at its finest.<\/p>\n

A user that has expressed interest in our brand, products, or services can be considered a warm lead. Therefore, you can expect that \u2013 with the right approach \u2013 our chances to convert are greater than when marketing a cold lead.<\/p>\n

However, no matter how warm our lead might be, the strategic approach is key to closing the deal.<\/p>\n

This is where it\u2019s essential that you use all available information about the users and how he\/she has interacted with your brand.\n<\/p>\n

Why We Segment Audiences For Retargeting<\/h2>\n

Information such as demographic, which channel was the source of the lead, whether the interaction was on-site or off-site, and the level of interaction are just a few examples of the data that you can use to segment your audience.<\/p>\n

This enables you to cluster users into different lists in order to maximize your chances to convert.<\/p>\n

The above is also critical in order to be able to choose the most appropriate time and location for when to re-engage, and for the right messaging.<\/p>\n

Think about it \u2013 marketing leverages psychological triggers<\/a> to get people to take the actions you want them to take.<\/p>\n

Remember some time ago when Google used to talk about micro-moments?<\/p>\n

Retargeting means personalization that makes a connection in those micro-moments.<\/p>\n

Understanding our users\u2019 needs and motivations helps us to successfully use all of the above signals and give our retargeting campaigns the best chances to succeed with more personalized ads and experiences.<\/p>\n

Let\u2019s have a look at some easy-to-implement, practical examples of how you can segment our audiences into successful retargeting lists.<\/p>\n

First, What Not To Do<\/h2>\n

To start, you must begin with the most obvious and avoid common mistakes that will sabotage your best efforts.<\/p>\n

Too often, advertisers create a one-size-fits-all retargeting strategy that doesn\u2019t acknowledge any of the information they have about the users and how they have interacted with the brand. They use the same generic messaging for all.<\/p>\n

They might even land them all onto the homepage!<\/p>\n

The most obvious place to start is segmenting our audience based on where and how they have interacted with our assets.<\/p>\n

If that is on-site, you can create different lists based on the web pages they have visited and how far into the conversion path they went.<\/p>\n

Those using Google Analytics<\/a> with EEC (Enhanced Ecommerce) will find that the platform does the heavy lifting for them straight out of the box.<\/p>\n

Different lists are automatically created to split users that have visited a product page from those that have gone a step further and added to the cart, or those who dropped at the checkout.<\/p>\n

Here, the retargeting strategy should address any possible barrier for which users have dropped out and consider the appropriate messaging\/possible incentive(s) required to get the user<\/a> to convert.<\/p>\n

Now that we\u2019ve covered the basics, let\u2019s have a look at something a little bit more creative, exciting, and sophisticated!<\/p>\n

1. Don\u2019t Think Channels; Think Users, Instead<\/h2>\n

Advertisers tend to think too much in terms of channels and in that way, they compartmentalize their strategy.<\/p>\n

The reality is that things are much simpler. This is even more so in the case of retargeting, as you shouldn\u2019t think about channels but focus on your users instead.<\/p>\n

If you can overcome that default channel-based mindset, you start opening up to endless possibilities.<\/p>\n

For example, you can run retargeting campaigns across multiple channels.<\/p>\n

It is quite normal when setting things up to have Facebook prospecting and retargeting campaigns.<\/p>\n

But why limit it to that?<\/p>\n

It\u2019s easy and quick to create lists of website users based on the source of the traffic.<\/p>\n

In Google Analytics, for example, you can do that by selecting Traffic Sources<\/em> and then Source<\/em>, Medium<\/em>, and Campaign<\/em> as required.<\/p>\n

\n
\n
\n
\"trafficScreenshot from Google Analytics, January 2022<\/em><\/span>