Best practices for creating effective retargeting ads, figuring out how much you should spend, and using your reports.
In our previous articles, we’ve covered how retargeting works and where it fits in with the other marketing you do in Mailchimp.
Whether you’re looking to promote your bestsellers or build brand awareness, Google remarketing ads will help you reach people who have expressed interest in your products—wherever they go online—and bring them back to your store when they’re ready to buy.
In this article, we’ll share some tips on how to create effective retargeting ads and how much you should spend.
When you create retargeting ads in Mailchimp, you only pay what Google charges for an ad, with no extra fees from us. But how much you should spend on retargeting depends on a few factors:
Retargeting is most effective when used as a long-term advertising strategy for online sellers who have at least 100 site visitors a month. It usually takes 1 to 3 months to see significant results, so we recommend running your ad for at least 90 days.
In Mailchimp, retargeting ads start at $7 a week, so you can run a 3-month campaign to boost conversions and drive ROI for less than $100.
It usually takes 1 to 3 months to see significant results, so we recommend running your ad for at least 90 days.
Based on your website traffic, you’ll want to find a budget that helps you get the best results with your audience. If you tend to see more site visitors at certain times of the year or you’re promoting a seasonal sale, boost your budget around those dates to get more out of your web traffic.
We’ll automatically limit your ad’s impressions to 8 times per day, so you don’t waste your money or oversaturate your customers.
If you tend to see more site visitors at certain times of the year or you’re promoting a seasonal sale, boost your budget around those dates to get more out of your web traffic.
Before you set your budget, you’ll want to look at some of the other advertising channels you use to get a complete picture of how your customers go from hearing about your brand to making a purchase.
Someone might visit your site through a link you include in an email, leave without buying, and then see your retargeting ads display across the web. While the ads help keep your products top of mind, the customer doesn’t return to your store until they’re targeted with a Facebook or Instagram ad.
Viewing the reports for all your Mailchimp marketing campaigns will help you understand when your customers are more likely to engage with your brand, so you know exactly how much you should be spending on each channel.
If your e-commerce store is connected to Mailchimp, we’ll pull in images of your 5 top-selling products when you create an ad. You also have the option to choose which products you want to feature, but there are a few things to keep in mind when picking your images.
Since your ads will automatically display in different spaces and sizes, you’ll want to write copy that’s just as eye-catching as your images. We have a few best practices to help you develop the message you’d like to convey.
Your retargeting ads in Mailchimp generate comprehensive reports that make it easy for you to measure their performance in terms of average position on a page, average order amount, new customers, products sold, and ROI. And that data can help you determine what works and what doesn’t, so you can make adjustments to improve your ad.
After your campaign’s been running for 90 days, take a quick assessment of how much ROI has been generated and what products from your store are selling. Do those products match the ones featured in your ad? Consider changing the items you’re promoting based on sales.
Ready to get started? Head to the ad builder to set up your retargeting campaign in just a few clicks.
