BY Rachel Cagle
Conversion rates are up! This is a silver lining in the advertising world as budgets continue to constrict. It offers marketers and their clients a clear direction to take their strategies in order to achieve Return on Ad Spend (ROAS) and their digital marketing goals. Here’s what you need to know.
Improved Conversions are Helping Businesses Achieve Digital Marketing Goals
Driving ROAS
In order to improve your client’s ROAS, AdRoll recommends prioritizing conversion-driven ad campaigns. For starters, you need to optimize your client’s retargeting campaigns. “That means finding the most effective channels at the lowest cost to engage with visitors who left your website without taking a desired action, such as making a purchase or signing up for an account,” says AdRoll.
One of the easiest and least expensive ways to reengage with customers is to use email. Consumers are more likely to engage with emails that are from businesses that they recognize. So, if your client is retargeting consumers who are subscribed to their emails, it’ll be easy to at least get their attention. Keeping the items in the cart they abandoned top-of-mind could be the push they need to pull the trigger on a purchase. Or, you can always sweeten the deal with a coupon or discount offer. After all, according to a previous SalesFuel blog post based on research from Capterra, “71% of consumers will use coupons whenever they can during a purchase.” Not only that, 78% of online shoppers say that not having a coupon is a deal breaker.
Overall, email retargeting is a great option. Why? AdRoll says that emails are low cost and offer the sender more control over messaging and timing compared to paid channels. So, if your client is determined to reach their digital marketing goals for the year, they should consider retargeting emails.
Paid Media
While email does offer some benefits over paid media, it can’t compare with its reach. “With numerous locations to place ads, including websites and social networks, the chances of meeting your target audience where they are is much higher,” says AdRoll. So, your client should utilize various paid media channels during retargeting campaigns.
It will take some experimentation to find the right media mix for your client’s target audience. A great place to start is to look up the target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you can see which paid media ad types that audience is most likely to take action after interacting with. While you’re there, you can also look up more information on their email preferences to help out that part of the retargeting campaign.
Of course, media type is just the tip of the iceberg. In order to perfect the messaging to help your client reach their digital marketing goals, you’ll need to continuously experiment with ad frequency, creativity, messaging and calls to action, says AdRoll. That way, you can continuously optimize your client’s ad performance.
How Many Ad Types to Use
According to AdRoll, marketers use an average of 6.2 different types of paid media. The most popular among those paid media types include:
- Google Search Ads
- Google Display Ads
- Facebook Ads
- Instagram Ads
“The proliferation of paid media channels presents both an opportunity and a challenge to marketers,” says AdRoll. “Maximizing ROAS demands an integrated approach to media planning, assisted by marketing technology that enables marketers to scale their campaigns across more channels without multiplying their workloads.” You can help your client achieve this by helping them collect and analyze campaign data. Once they have and understand that, your client can come up with the perfect strategy to meet their digital marketing goals.
Photo by Daniel Thomas