For businesses in the Philippines looking to maximize their advertising efforts, PPC (Pay-Per-Click) advertising is a powerful way to drive traffic and increase sales. However, not all visitors to your website make a purchase on their first visit. This is where retargeting comes in. Retargeting strategies help you reconnect with those visitors, reminding them about your products or services and encouraging them to complete their purchase.
This article covers effective retargeting strategies that businesses in the Philippines can use to boost conversions and get more out of their PPC campaigns.
What is Retargeting in PPC?
Retargeting is a marketing technique that focuses on people who have already visited your website but left without making a purchase or taking an action. Through PPC advertising platforms like Google Ads or Facebook Ads, you can show targeted ads to these users as they browse other websites or social media. This reminds them of your business and increases the chances that they’ll return to complete a purchase or engage further.
Why Retargeting is Important for Businesses in the Philippines
For businesses in the Philippines, retargeting is a highly effective way to stay connected with potential customers who have already shown interest in your products or services. With so much competition online, people often need multiple touchpoints before making a decision. Retargeting keeps your business top of mind, improving the chances of turning website visitors into paying customers.
Key Retargeting Strategies for PPC in the Philippines
1. Segment Your Audience
One of the most effective ways to retarget users is by segmenting your audience based on their behavior. By dividing visitors into different groups, you can show them ads that are specifically tailored to their interests and actions on your website.
- Example segments:
- Cart abandoners: People who added items to their cart but didn’t complete the purchase.
- Product viewers: Users who viewed specific products but didn’t add them to their cart.
- Previous customers: People who have made a purchase before and may be interested in related products.
By creating separate ads for each segment, you can deliver more personalized messages that speak directly to where the customer is in their buying journey. For example, showing a cart abandoner an ad with a discount code may entice them to complete their purchase.
2. Use Dynamic Retargeting Ads
Dynamic retargeting ads allow you to show specific products or services that users have previously viewed on your website. These ads automatically display the exact products people showed interest in, which can be a powerful reminder for them to return and buy.
- How it works: Dynamic ads are automatically generated based on the pages a user visited or the items they viewed. For example, if a customer looked at a pair of shoes on your e-commerce site, they will see an ad featuring that same pair of shoes as they browse other sites or social media.
This level of personalization makes dynamic ads more effective in encouraging users to return and complete their purchase.
3. Set Frequency Caps
While retargeting is effective, it’s important not to overwhelm your audience with too many ads. Frequency caps allow you to limit the number of times a person sees your retargeting ads. This helps prevent ad fatigue, where people start ignoring or getting annoyed by repeated ads.
- Best practice: Set a frequency cap that limits how often your ad is shown to the same person over a certain period. For example, you might decide to show your ad a maximum of 3 times per day to each user.
This strategy keeps your ads fresh and relevant without becoming intrusive, helping to maintain a positive relationship with potential customers.
4. Target Cart Abandoners with Special Offers
Cart abandonment is common in e-commerce, but retargeting can help recover these lost sales. When someone leaves their cart without checking out, you can use retargeting ads to remind them of the products they left behind.
- Offer incentives: To make the retargeting ad more appealing, include a discount or a special offer. For example, show an ad with the message: “You left something behind! Get 10% off your purchase when you complete your order today.”
By offering an incentive, you give cart abandoners a reason to come back and complete their purchase, helping you recover lost revenue.
5. Use Sequential Retargeting
Sequential retargeting allows you to show different ads to users based on how many times they’ve seen your previous ads or how long it’s been since they last interacted with your site. This creates a more engaging and personalized experience for users.
- How it works: For example, the first time someone sees your retargeting ad, it might simply remind them of the product they viewed. The next time, you could show them an ad with a special offer or testimonial to build trust. By the third ad, you could highlight a time-sensitive discount to encourage immediate action.
This step-by-step approach keeps your retargeting campaign fresh and engaging, increasing the likelihood that users will return to make a purchase.
6. Target Previous Customers for Upselling or Cross-Selling
Retargeting isn’t just for attracting new customers—it’s also a powerful tool for increasing sales from existing customers. By targeting people who have already made a purchase, you can show them ads for related products or services they might be interested in.
- Upselling: Show ads promoting higher-end versions of products they previously bought. For example, if someone bought a basic smartphone, you can retarget them with an ad for accessories or a more advanced model.
- Cross-selling: Offer complementary products to what they’ve already purchased. If a customer bought running shoes, you could show ads for socks, fitness trackers, or sportswear.
Targeting previous customers with upselling and cross-selling ads can increase customer lifetime value and help grow your business.
7. Create Time-Sensitive Retargeting Ads
Adding a sense of urgency to your retargeting ads can encourage users to take action sooner rather than later. Time-sensitive ads can highlight special promotions, limited-time discounts, or products that are running out of stock.
- Examples:
- “Hurry! Only a few items left in stock.”
- “Flash Sale: 20% off for the next 24 hours.”
- “Get free shipping if you order today.”
Urgency encourages potential customers to act quickly, improving your chances of converting them before they lose interest.
8. Exclude Converters from Retargeting
Once a user has completed a purchase or taken the desired action, it’s important to exclude them from your retargeting campaigns. Showing ads to someone who has already converted can waste your ad budget and annoy the customer.
- Set up conversion tracking: Use conversion tracking tools to identify users who have already made a purchase or signed up for your service. Then, exclude these users from your retargeting audience to avoid unnecessary ad spend.
This ensures that your retargeting ads are only shown to relevant users, maximizing the effectiveness of your campaign.
Conclusion: How Retargeting Helps Businesses in the Philippines
For businesses in the Philippines, PPC retargeting strategies offer a valuable way to reconnect with potential customers who may not have made a purchase on their first visit. By implementing these retargeting strategies—such as segmenting your audience, using dynamic ads, and offering time-sensitive promotions—you can improve conversion rates, boost sales, and get the most out of your PPC campaigns.
As a web designer or business owner in the Philippines, focusing on these retargeting techniques will help you create more personalized, effective advertising that resonates with your target audience and brings them back to your site to complete their purchase.