Financial RetargetingThis week, the AdRoll team is headed to the Practitioners Symposium and Tech+ Conference in Las Vegas. The three-day conference is geared towards finance industry professionals interested in learning about tech solutions. A major focus of the conference will be how the dramatic shift towards mobile and cloud-based solutions is changing how the finance industry operates, and how finance professionals can leverage new tools to keep their businesses on the cutting edge of cloud and mobile innovation.

Online ad retargeting certainly fits nicely into this category. For example, a CPA might use retargeting to bring back previous site visitors and convert them into customers during tax season. A banking institution might show investment product ads to a customer who just signed up for a savings account. As 98 percent of site visitors don’t convert on their first visit to a website, retargeting should be a fundamental part of the online marketing strategy for any financial service or product. With that in mind, here are some retargeting best practices to consider if you’re marketing a product or service in the financial industry:

1. Create Highly Relevant Segments

Segment your audience to show relevant ads to visitors based on the products or services they viewed on your site. As we noted above, you can also effectively use segmented lists to cross-promote services to increase traffic and conversions for complementary products. For example, customers that recently opened a checking account might be interested in opening an MMA.

2. Consider Negative Filtering

Consider your entire visitor base and identify visitor groups that are not likely candidates to convert to customers. There’s no need to waste money sending ads to unlikely customers. It’s typically best to stop advertising to visitors once they’ve converted to customers, unless you’re advertising a complementary product.

3. Use Frequency Caps

This is an important tool that many advertisers don’t think about. Frequency caps are easy to set up and should be used and tested at various levels to see how often impressions should be served to each prospect. Bigger financial decisions, such as deciding on a home loan lender are often well thought through, so you may want to set the frequency cap quite low (e.g. serve an ad once every few days). For a one-time purchase credit score product, or product demographics that are highly influenced by online ads (like credit cards customers), you may want to set the frequency cap higher.

4. Test Landing Pages

Nowadays, marketers can rapidly create new landing pages. These are fairly simple to launch, so you shouldn’t use old landing pages for retargeting campaigns. In the financial industry, there are usually a good number of products to cross-promote. Don’t lose a highly qualified customers because of a boring landing page. Give them a more customized experience and have some fun.

5. Use Lifecycle Retargeting

Strategically re-engage previous site visitors and customers with reminders for upcoming tax events and deadlines to maximize conversions. For example, users that researched your tax services in November might be interested in a consultation in January or February.