One of the most overlooked, yet arguably the most important tactic to be leveraging. Companies spend hundreds of thousands of dollars on new customer acquisition yet many times are missing a key tactic to
1) Continue pushing new users through the purchase funnel and
2) Reactivating old users back into the sales process.
At FWRD Digital, we deploy various tactics to re-engage these users. Utilizing tagging, being the first-movers for BETA opportunities across all search engines, and thinking strategically are essential. Different strategic ways we’ve retargeted users:
- What We Value
A slew of target techniques are taken into consideration when building campaigns to fully maximize returns. Examples include targeting by device, audience type, match type and/or location.
We consider an ad group a “theme” of keywords that are bucketed together. Our best practice is to have only 1-5 keywords per ad group to ensure our messaging speaks exactly to the given search term.
Keywords are created from a combination of historical Search Term performance, competitive benchmarking research, Google’s Keyword Planner and additional research methods
Through ad copy testing, we have identified that if you put the search term in the headline, you drive stronger Click Through Rates and Lower Cost Per Click. We pride ourselves on mapping very specifically the user’s given search to accurate messaging.
Just because a specific tactic worked with one client doesn’t necessarily mean it’s the best solution for you. We treat each engagement separately and have thought-out reasoning behind each initiative we test.