3 Common Mistakes in Remarketing Campaigns You Need to Avoid

Remarketing can be understood as a paid media practice (traffic), which consists of assertively advertising to people who have already interacted with your business, whether through website visits, interaction on social networks, email lists and other possibilities.

Because they are highly targeted campaigns and have little margin for error in terms of segmentation, remarketing campaigns tend to be a great option for trying to “regain” your audience, or trying to sell some other related product or service.

Therefore, eleven out of ten people who advertise on the internet recognize the importance of remarketing campaigns as a complement to generating ROI in paid media. But recognizing the importance and doing it correctly are totally different things.

Today we're going to talk about three common mistakes we see in remarketing campaigns and how you can avoid them, whether on Google, Facebook, Linkedin or any other ad channel.

These errors were observed over at least 6 years of experience interacting with clients and professionals from the most diverse segments and budgets.

1. Make the same offer

As incredible as it may seem, one of the most common mistakes we see professionals making when remarketing is making exactly the same offer to those who interacted with their content but did not purchase.

The error is serious because if the person did not buy or convert in some way in the first action, it is because they have an objection and/or simply are not interested in your offer. Therefore, announcing the same thing means being the annoying person at the party who doesn’t know how to hear “no”.

How to fix it: diversify your offers by showing related products or services, discount coupons or, at the very least, use different arguments to overcome the objections of the audience you are going to remarket to (if you did a good job defining Personas you will probably have them well mapped).

2. Having a very small base

The “base” is understood to be the audience of your remarketing ads, which may be in the form of email lists, visits to certain pages (via pixels and tracking codes) and/or specific targeting of advertising tools.

Having a very small base greatly limits your remarketing campaigns because, in practice, it is the gasoline that will fuel the advertising platform. Just like a car, if you put too little gas in it, it won't go very far.

Or, if the volume is negligible, it doesn't even move.

The same happens with platforms like Facebook and Google Ads. Therefore, pay attention to volume and avoid remarketing on very small bases (use more than one if possible).

3. Investing a lot at the beginning (and giving up quickly)

Let's assume you have R$10,000 to invest in a remarketing campaign over the course of a month. Doing a simple calculation, you conclude that you then need to invest R$333 per day. Right?

Wrong.

One point that many people, including experienced professionals, fail to take into consideration when remarketing is the learning curve of ad platforms.

If you invest a lot at the beginning, you are spending unnecessarily in a period where the result is unlikely to be good. That's why I recommend investing little in the first few days, until the platforms “get the hang of it” and only then, when the result is close to what was expected, scale up the investment.

Just don’t scale the investment all at once! It is important to scale gradually, to give the algorithm time to learn and maintain the average results.

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