Many businesses unknowingly waste their marketing budgets on ineffective retargeting campaigns. Here's a closer look at how to refine your approach, particularly in the floral industry, to ensure your retargeting dollars are spent wisely.
Common Mistakes in Retargeting
Blanket Retargeting: Retargeting all visitors indiscriminately can be costly and irrelevant. Not every visitor is a lead worth chasing long-term.
Ignoring Buying Behavior: Florists, for instance, often serve immediate needs—same-day or next-day orders make up the majority of online floral sales. Retargeting ads a week or even a few days after a visitor leaves can be a wasted effort.
Refining Your Retargeting Strategy
1. Analyze Visitor Actions
Not all visitors should be retargeted the same way:
- If a visitor leaves after viewing your delivery area page, they likely didn’t find their location covered—retargeting them may be futile.
- If a visitor made it to checkout but didn’t complete the purchase, a short-term retargeting campaign (within a few hours or up to 24 hours) can be effective.
2. Consider Business Type
For non-transactional sites or services like wedding florists, a longer-term retargeting approach makes sense.
-Example: If someone visits your wedding page, they may be planning an event, making them a good candidate for ongoing retargeting.
3. Remove Buyers from Retargeting
Always exclude customers who have recently completed a purchase—there’s little reason to target them immediately for repeat orders.
The Bottom Line
Blanket retargeting is not only ineffective but also drains your marketing budget. Tailoring your retargeting based on visitor actions and understanding customer needs will help you achieve meaningful results and make the most of your advertising investment.
