An association’s website serves as a crucial sales funnel for driving membership, event attendance, sponsorships, and sales of educational products. Therefore, it’s essential to build a website that prioritizes delivering value to your target audience. As one of your organization’s most significant marketing investments, your website should be strategically designed to achieve these goals. One effective digital marketing tactic that can rapidly enhance your website’s ROI is Retargeting Campaigns.
Retargeting, also known as remarketing, is an extension of your website that keeps your brand visible to visitors even after they have justify your site. It’s a powerful digital marketing technique that allows you to reconnect with people who have previously engaged with your association. You may have noticed ads from familiar brands appearing on every website you visit, which is a result of their retargeting campaigns. By targeting people who already know and like your association, retargeting can yield exceptional results. Research shows that approximately 97% of website visitors leave without making a purchase or taking action, but retargeting can help address this problem. Retargeting ads have a click-through rate (CTR) ten times higher than display ads (0.7 vs. 0.07) because they target individuals who are already familiar with your association.
8 Strategies to Enhance Your Association’s Retargeting Results
- Maximizing Revenue through Upselling: Tips for Associations
- One effective way to boost your association’s retargeting results is to create a list of converted members who have already made a purchase, such as event tickets or educational products. By doing so, you can then serve them customized ads that promote relevant products or events. You can also create specific lists for particular products or services, such as retargeting members who have purchased event tickets with ads that highlight your new training course.
- Retargeting allows you to engage with individuals who are already familiar with your association and have shown interest in your offerings. By tailoring your retargeting ads to their interests and needs, you can increase their involvement with your association, leading to higher member retention rates. Moreover, retargeting is a cost-effective approach that can yield significant returns on investment, as it targets individuals who are already more likely to convert.
- Overall, by implementing targeted retargeting campaigns, you can keep your association top-of-mind and drive increased engagement and loyalty from your members.
- Increasing Sales of Educational Products: Tips to Encourage Repeat Business
- One way to optimize your association’s retargeting strategy for educational products is to create a remarketing list with a specific membership duration. For instance, if your data reveals that individuals who complete the beginner’s course are more likely to opt for a mid-level course within 90 days, consider creating two lists – one with a 30-day duration and another with a 90-day duration. By doing so, you can tailor your retargeting ads to specific groups and encourage the next sale.
- Moreover, combining these lists can be an effective way to drive additional revenue from existing members. You can create a custom audience list that includes individuals who have completed the beginner’s course but have not yet opted for the mid-level course. By targeting this group with personalized ads highlighting the benefits and features of the mid-level course, you can encourage repeat business and increase sales.
- Boosting Non-Dues Revenue with Bid Strategies: Best Practices for Associations
- To increase conversions and boost non-dues revenue, employing the right bidding strategies is crucial for associations. Enhanced CPC (cost-per-click) is an effective option for associations with few conversions as it adjusts manual bids for clicks that are less likely to lead to a sale. On the other hand, if your association has no trouble with conversions, Target CPA (cost-per-action) can optimize bids in real-time to maximize returns. Target ROAS (return-on-ad-spend) sets a maximum cost-per-click bid while trying to achieve an ad spend equal to your target.
- Increasing your bid can help you reach more members and improve your retargeting performance. Additionally, segmenting web visitors on different lists based on duration can be a great way to optimize bidding and maximize returns. For instance, you can spend more money on the list that is more valuable, targeting individuals who have shown more interest and engagement with your association.
- Overall, employing the right bidding strategies and segmenting your audience can help you optimize your retargeting campaigns and increase conversions, ultimately driving more non-dues revenue for your association.
- Expand Sponsorship Opportunities: Targeting Similar Audiences
- Expanding your association’s retargeting reach by targeting “similar audiences” can unlock new sponsorship opportunities. By showing ads to people who share similar characteristics with those on your existing retargeting lists, you can significantly extend your campaign’s reach beyond retargeting lists alone.
- According to Google, combining similar audiences with display retargeting can lead to 41% more conversions, making it a powerful tool to drive engagement and revenue. Similar audiences are updated in real-time using machine learning, which analyzes millions of behavior signals to optimize performance continually.
- By targeting similar audiences, you can reach individuals who share similar interests, behaviors, and demographics as those on your retargeting lists. This approach allows you to expand your reach while ensuring that your ads remain relevant and effective. Ultimately, it can lead to increased sponsorships, membership growth, and higher revenue for your association.
- Using Auto-Targeting to Boost Membership Growth
- Auto-targeting is a powerful tool that associations can leverage to drive membership growth. Google’s Display Network automatically uses auto-targeting to show ads to an audience that is similar to the one you originally targeted. By opting for more aggressive auto-targeting, you can significantly expand your campaign’s reach and boost performance.
- One effective way to extend your targeting reach is by using the targeting expansion feature. This feature works on contextual targeting, such as keywords, and similar audiences based on your membership lists. It enables you to reach a broader audience that shares similar characteristics and interests as your current members, making it an effective way to attract new members to your association.
- Moreover, the targeting expansion feature can improve performance quickly and efficiently, without the need for extensive manual adjustments. It’s a cost-effective approach that can yield significant returns, driving membership growth and revenue for your association.
- Driving Event Attendance at Associations with Dynamic Retargeting
- Dynamic retargeting is a powerful technique that associations can use to drive event attendance. Google’s suggestion engine can display products and services to members and prospects who have previously viewed them on your website, increasing the chances of conversion.
- To get started with dynamic retargeting, you need to create a basic feed in .csv, .tsv, .xls, or .xlsx format. The Google Ads product recommendation engine will then pull products and services from your feed, determining the best mix for each ad based on popularity and what your members viewed on your site. The ad layout is automatically optimized to ensure the highest performance, delivering the right message to the right audience at the right time.
- Dynamic retargeting is an effective way to boost event attendance by targeting individuals who have already shown interest in your association’s events. By providing personalized recommendations based on their browsing behavior, you can drive engagement and increase attendance at your events. Moreover, dynamic retargeting is a cost-effective approach that can yield significant returns on investment, making it a valuable tool for associations of all sizes.
- Aligning Association Ads with Your Retargeting Strategy: Best Practices
- While having a solid retargeting strategy is crucial for associations, creativity is equally essential when designing ads. To ensure that your ads are effective, it’s important to make them relevant to your intended audience, maintain consistency in their look and feel with your website, and include a clear call-to-action that motivates a high-valued response.
- When promoting membership, events, or products, it’s essential to provide specific details that help interested parties find your solution. Generic messaging is unlikely to be helpful or effective.
- An excellent example of the power of creative retargeting is demonstrated by the Women’s Health Leadership TRUST, which used retargeting ads to drive attendance at its 2020 Forum – an online event. The campaign resulted in 72,194 impressions and 98 clicks over two months leading up to the event, leading to a 20% increase in registrations and a 19% increase in attendance compared to the previous year’s event.
- Overall, effective retargeting campaigns require a combination of a solid strategy and creative, engaging ads that resonate with your audience. By incorporating these elements, associations can achieve higher engagement, greater event attendance, and increased revenue.
- Growing Your Association with Responsive Display Ads: Best Practices
- Responsive display ads are a versatile tool that can help associations save time and money by automatically adjusting their size and appearance to fit any available space, from banner ads on one website to dynamic text on another.
- Google’s Display Network is replacing responsive ads with responsive display ads as the default ad type, making them an essential tool for associations looking to maximize their ad spend. Responsive display ads can be used in standard Display campaigns, as well as Smart Display campaigns, to deliver personalized content to your audience.
- By attaching a feed to your campaigns, you can make your responsive display ads work with dynamic marketing. Responsive ads show personalized content to customers from a feed you control and add to your campaign. If you add a feed to your campaign, your ads will show in both dynamic and static formats, increasing their reach and effectiveness.
To maximize the investment in your website, Live Web Promotion can develop multiple retargeting campaigns that monetize existing members and attract new members. With years of experience in digital marketing, we can help you drive engagement, increase revenue, and grow your association’s membership base. Contact us today to get started.
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