HOW TO: Create an Engaging Remarketing Ad for Your Local Business

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You may know by now that remarketing, also known as retargeting, is a simple and cost-effective way to re-engage prospects who have previously visited your site with a targeted display ad. Because you only have a few seconds to make an impression on these lost prospects as they surf across the Web, you need an engaging remarketing ad to capture their attention and compel them to click through to your website.

Although there may be similar elements in each, your remarketing ad should be different from your general display ads. This is because remarketing targets prospects who have already visited your website, not an audience who has potentially never encountered your brand. So include these five elements in your remarketing ad to remind your prospects of your brand and encourage them to revisit your website.

Business Logo – Because previous site visitors are already familiar with your brand logo, displaying it on your remarketing ad will help prospects quickly recognize your brand. This helps remind them of their last visit to your website and the products or services they were interested in, so they’ll be more likely to remember your business when they are ready to buy.

Special Offer – If a prospect didn’t convert by calling or emailing you on their first visit to your site, you can entice them with a special offer or discount on the products or services they are already interested in, like $10 off their first haircut and style. Plus, highlighting the same offer on your landing page will help increase conversions once they come back to your site.

Call to Action – The best way to get a prospect to take action is to tell them what to do, like “Reserve Your Spot Today”, or even something as simple as “Book Now”. Adding an incentive, like a free gift or convenient online booking, can entice them even further to complete the suggested action.

Photo of Product or Service – If a picture is worth a thousand words, why clutter your ad with copy? Instead, present your prospects with one or two quality photos of your product or service. If you own a high-end hair salon, feature a photo of a happy customer with a new ‘do in your ad. An authentic photo from your business could be just the thing that drives a valuable prospect back to your website to convert by calling, emailing, or completing a web form.

Simple Design – Having a clean look is a best practice for any banner ad, and your remarketing ad is no exception. Use a design that mirrors the colors and fonts on your website to reinforce your brand, and keep the text and pictures simple. Using bold fonts and animation can draw attention to your ad on a crowded website, but don’t overdo it, or you could risk turning off your potential customers.

Learn More

Need help finding a remarketing technology or banner ad that’s right for your local business? ReachLocal offers ReachRemarketing, an advertising tool that recaptures lost prospects, and TotalBannerNow, a professional ad design service that brings banner ads to life. Contact us to learn more.

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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