6 Types of Retargeting Ads that You Should Know About

Picture this. A first-time visitor to your website viewed and purchased a product in that one single visit. Ever happen to you? You should count yourself lucky if your answer is once. Studies show up to 98% of visitors to your site leave without converting. But there is a way to solve this – retargeting advertising.

If you’re not already familiar with ad retargeting, it’s a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. It allows you to target and serve ads only to people who’ve previously visited your website, used your mobile app, or in some cases, visited and bought something from a physical brick and mortar location.

There are six major methods of ad retargeting you should know. You need to know these in order to help strategize your retargeting ads planning and campaigns. They include:

Website 

Website Retargeting

If your online activities are centered around your website, ad retargeting will quickly become your bread and butter tactic. With website retargeting, you can serve people ads based on actions they take on your website. Think what pages they visit, the types of products they view, and whether they add items to their shopping cart. All of these are audiences. Once you’ve created audiences, you can reach them on social networks as well as other websites across the Internet.

Email

Email Remarketing 2019

Think no one can see when you open an email? Wrong! Email retargeting retargets users when they’ve done just that. In practice, it’s actually a bit ineffective due to desktop email clients and online email clients blocking the tracking pixel from being downloaded. You can circumvent this by retargeting visitors to your email landing pages.

Dynamic

Dynamic Remarketing Retargeting

This e-commerce specific ad retargeting lets you personalize every ad impression served to your customers. Previous visitors to your website get served ads with products or contents they’ve previously expressed interest in. This lets you deliver more personalized ads and saves you time not having to create multiple variations.

Mobile

Mobile retargeting is what it sounds like. It lets you retarget users on their mobile devices through banner ads, interstitials, and even video ads within mobile apps and on mobile web. Called cross-device retargeting, you could even target mobile engaged audiences on desktop. This keeps your brand in front of your customers everywhere they are.

Search

There are two forms of search retargeting. The first is to target based on search intent, in which users’ search keywords are captured, categorized, and used to help inform the retargeting strategy for people who’ve visited your website. The second way involves “retargeting” users based on search terms they used on third-party sites.

Now that you know the major types of ad retargeting, you’re all set to start strategizing your first campaign. Unclear about the next steps to take? You don’t have to do it all alone. Here at LookinLA, we’re digital marketing experts here to help you increase revenue and brand awareness through retargeting. Feel free to reach out to us at 747-201-7711 or by clicking the link here.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.

 

1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.

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Author: Jamie Murphy
Source: sitepoint.com

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