The buyer journey has various stages. Usually, customer journey retargeting is based on two things: unique adverts for the journey’s multiple stages and reliance on user intent-based segmentation.
Running retargeting ads based on the customer journey is difficult. You need to track how people are engaging with your brand and your conversion paths. A CRM can provide you with this information.
You then need to determine what you want to share with your audience at each stage of the customer journey. It’s essentially an audience development strategy.
For example, you might run retargeting ads to people who visit a specific URL on your website. Or, you might run retargeting ads immediately after people click on a link in a drip campaign.
Running retargeting ads that align with the buyer’s journey is an advanced marketing strategy. If you have limited experience with retargeting, focus on retargeting existing customers and people who abandon your shopping cart first. Those two types of retargeting offer the highest Return On Investment (ROI) and are the most straightforward campaigns.
In closing
Retargeting is critical to the growth of your business. The truth is, only a fraction of the leads that you manage to bring to your website or landing page are going to convert on the first try. Retargeting strategies, therefore, give you a chance to bring them back again and again.
There are many approaches you can take to retargeting campaigns. This article discussed four different approaches: retarget based on search intent, retarget existing customers, retarget based on page engagement, and retarget based on the buyer journey.
If you are going to run retargeting campaigns, start by focusing on the quick wins - these are generally retargeting for cart abandonment and retargeting existing customers. Monitor the results of these campaigns, and track the ROI. As you get more confident running retargeting campaigns, you can try to run automated campaigns that align with the buyer journey.