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Remarketing is a digital marketing tool that specifically caters to video, display, and social media remarketing. It’s the most commonly sought-after approach in the paid media landscape, and while it may seem straightforward, the process requires extreme patience, strategy, and implantation skills. 

You’ll need to pour thought and strategy into the re-engagement of previous site visitors, as your goal will be to bring them back to your pool of prospects for conversions. You’ll essentially be following people with ads throughout their web journeys, with the end goal of a site revisit and possible purchase. 

Although armed with the rudimentary, it’s paramount that you understand the other end of the spectrum—the pitfalls. Remarketing can be difficult to manage, and here are mistakes most brands keep making—and that you should be avoiding at all costs:

Mistake #1: Focusing on users who have already converted 

It’s easy to get lost in the flow of results, especially when your numbers are reflecting productivity. When it comes to remarketing, however, remember to be wary of wasting resources. It’s common to make the mistake of retargeting users already existing in your pool, as some platforms may not automatically exclude existing customers. 

As a result, unnecessary retargeted ads become displayed on their screens. Such ads should have been directed to users who have yet to convert, effectively pouring money down the drain. To make sure that you’re making the most of your budget, update your lists manually. 

Mistake #2: Failing to deliver the right advertisements 

When it comes to every digital marketing campaign, you’ll want to make sure that your ad is delivered to the right audience at the right time. More importantly, you’ll want your ads to be as compelling as possible, enough to capture their interest and visit your website. 

One common mistake is that brands constantly display unfamiliar products, under the impression and belief that new users should be presented with as many options as possible. Unfortunately, remarketing banks in the existing—in this context, your remarketed ads should display what’s already been viewed. In other words, your ads need to showcase products or services that they’re already interested in. 

Mistake #3: Improperly segmenting target audiences 

Digital marketing campaigns rely heavily on proper segmentation—this is crucial at the very beginning of a marketing plan, down to the nitty-gritty details of the creative brief and media spends. Remarketing is not an exception, but most brands and marketers fail to take segmentation into account during the process. As a result, most brands end up wasting resources. In worst-case scenarios, however, a reduction in ROI is possible. That said, make sure to segment your users according to your goals. You can take behaviour into account, which reflects on the pages they’ve interacted with, along with actions they made or didn’t make. You can also segment based on geography, age, and recency, depending on your goals and strategies. 

Getting Your Remarketing Campaigns Right

Digital marketing is a continuous process, one that entails the pursuit of improvement through countless adjustments. It requires daily and focused actions of strategy and forward-thinking—no matter what anyone says, there is no magic bullet to conversions and increasing ROI. 

Keep in mind that the best strategies begin with the customer in mind. You’ll want to make sure that you analyse all the messages they’ve seen and how they’ve interacted with your brand. Done well, remarketing will send your paid campaigns forward, driving quality conversions for years to come—just take these common mistakes into account. 

If you’re on the hunt for the best digital marketing agency, 408 Media is the place for you. We specialise in paid ads, remarketing, and ads auditing, so our talented team will make sure that you reach your goals. Allow us to help you gain the competitive advantage you deserve. Get a free ppc audit—reach out to us today to learn more. 



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