Shopping at a mall, you wander into a shoe store where a pretty slick pair of cross training shoes intrigues you. With other errands to run in the center, you decide to hold off and give them some thought. Continuing your outing, you walk into a jewelry store. Suddenly, the salesperson from the shoe store shows up and offers you an incentive to come back and buy them. Most people would consider this borderline stalking. Which is why it’s important for online merchants to understand how to conduct retargeting without being creepy.What Is Retargeting?Let’s say you looked at those shoes on the ‘net and decided to wait before ordering them. Opening your Facebook feed later, there’s an ad for the exact same pair of shoes. Coincidence? Hardly. The seller is mounting a retargeting campaign. A cookie deposited on your device when you were on the shoe site was triggered when you opened your Facebook account. Reminding you about the shoes gives the seller another shot at converting you into a buyer. However, as useful as this technique is, it walks a fine line between providing a valuable service and annoying people. Here’s how to accomplish the former without inciting the latter.Choose Subjects CarefullyLimit your campaign to people who spent a certain amount of time on your site, looking specifically at a particular item. These parameters can be established when you set up the campaign. Another benefit of this is you’ll only pay for impressions most likely to convert. If a shopper spent a lot of time looking at the product on your site but didn’t buy it, they’re probably interested; they just need a little push.Take Them Exactly Where They Need to BeRegardless of the nature of your product, whether you’re learning how to sell ebooks on your own website, or selling cosmetics from […]
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