A user sees a product on Amazon and, suddenly, finds it everywhere. This is no coincidence, it is Retargeting , a strategy to remind people what they liked, but they left pending, and with Amazon DSP (Demand-Meet Platform) you can achieve it.
Retargeting is basically like you will tell your customers: "This is still waiting for you ... you surely don't need it?" But it's not just about reminders; Well used, it can be a powerful weapon to close sales, loyalty customers and increase your ROI.
Index
What is retargeting and why is it important in the sales funnel?
Let's start by making it clear what is retargeting. It is the art of reaching users who already showed interest in your brand or product . In other words, it is as if you would invite someone to a second appointment after a first one that left something in the air.
Why does it matter so much? Sometimes people are interested, but at that time they cannot buy, so, with this strategy, you remind you that your product exists and increases the chances of returning .
In addition, impacting people who are already halfway in their purchase process is much more effective and economical than attracting someone from scratch, therefore, you take better advantage of the budget that it destined for advertising .
DSP Retargeting Strategies
Amazon DSP allows you to use powerful data and address people with incredible precision. Some ideas that work very well are these:
Recover abandoned carts
Millions of purchase carts on Amazon are forgotten. Do not let these products be lost, for that, you can show ads with messages such as: "Your cart is waiting for you with a 10% discount.", "Last opportunity: free shipping if you buy today!"
A small incentive of this type can be just what they need to complete that purchase.
Remember those who visited your products
Someone interested enough to see your product, but did not press the buy button. Luckily, you still have time to do it. Send an advertisement that highlights the unique benefits of your product or that includes a testimony of a happy customer. Example: "This product has more than 1,000 positive reviews. Do not stay without yours!"
Give affection to previous buyers
Make feeling those who have bought you before, with personalized recommendations . Did you sell a smartwatch? Sample straps, screen protectors or compatible accessories. Example: "Update your experience with these premium accessories."
How to segment Retargeting audiences at Amazon DSP
If you want retargeting to work, you can't throw arrows in all directions, but concentrate where it is. Amazon DSP has tools to help you segment audiences and refine your campaigns.
Behavior segmentation
You can focus your ads on:
- People who visited your product, but did not buy.
- Frequent users of your category.
- Customers who usually look for products similar to yours.
Similar audiences
Did you know that you can search for people with characteristics similar to your current customers? If you have a clear profile of your ideal buyers, Amazon DSP can find more people like them.
Demographic data
You can adjust your ads according to criteria such as age, gender or income. For example, to reach the segment between which your product is more popular.
Controls time
You do not need to impact someone forever, rather, use strategic time windows. In this regard, keep in mind that the first 48 hours after leaving a cart are basic to recover that sale.
Examples of effective advertisements for retargeting
The secret of a good retargeting ad is to not only say: "Hey, I'm still here . You have to capture attention and give them a reason to act. These examples will inspire you:
Use reviews and testimonies
A customer saying how much your product loves can be more persuasive than any discount. A sample of this:
"95% of our customers recommend this product. What do you expect?"
Striking discounts
Large numbers attract attention. Consider using messages such as:
"20% discount for limited time!"
"Only today: Buy and receive an exclusive gift."
Create urgency
Nobody likes to stay out of a good offer. Use phrases such as:
"There are few units available."
"Offer ends at midnight."
Sample complementary products
If someone bought a camera, offer lenses or a transport backpack. It is a soft and effective "upselling."
Frequency and cadence in retargeting ads
Retargeting is effective, but if you exceed, you can overwhelm and disturb your audience. These tips will help you find balance:
- Do not pursue them too much: if you have not responded after several days, stop showing ads. Maybe it was not the right time.
- Your ads varies: if you see the same message again and again, it will become invisible. Change the design, colors or text to keep them interested.
- Respect your space: it impacts only what is necessary. Show ads 10 times a day will not make you sell more; Probably I achieve otherwise.
How to measure the success of a retargeting campaign?
These are the key metrics to measure the success of a retargeting campaign:
- Conversion rate: number of people who bought after seeing your ads.
- Roas (Return of advertising investment): Measure how much you won for every dollar you invested. If you are spending more than you generate, you have to adjust your strategy.
- Acquisition cost (CPA): This metric shows how much it is difficult for you to convince someone to buy. A low CPA means that you are using your budget well.
- Click Rate (CTR): Are people clicking on your ads? A low CTR could mean that the design or message is not connecting with your audience.
Retargeting with Amazon DSP is like having a second chance to conquer your customers. It is effective, precise and, when done well, you can transform your sales strategy.
Remember, this is not just advertising; It is building relationships. Adjust, experience and continue optimizing. If you do well, you will not only increase your conversions, but you will also gain the trust of your customers.
