Retargeting, also known as remarketing, identifies people who have visited your company’s website and allows you to display advertising to them after they leave your site. Unlike typical display advertising that puts your ads in front of a large group of individuals who potentially have never even heard of your company, retargeting only displays ads to visitors who have already visited your website in the past. This allows your audience targeting to be far more precise, which provides your marketing campaign with a number of benefits that can give you the edge you need to succeed.
Benefits of Retargeting
Reach a Very Specific Audience
Marketers can create ads for individual products or services they offer to automatically display ads matching what visitors were interested in.
Save Money on Ad Spending
Since you are only showing ads to people who have already visited your website you are reaching a more intimate audience that is already familiar with your brand.
Recover Visitors Who Have Left
Since you are able to push a specific message to targeted visitor groups, you can present information that matches their initial reason for visiting your site and get them back to considering your product and service offerings again.
What Retargeting Can’t Do
Generate a Lot More Traffic
Since retargeting only displays ads to people who have previously visited your website, the need for Search Engine Optimization (SEO) and Online Advertising (SEM) like Google Adwords is still very present. Retargeting however, gives you a second chance at conversion and can help to produce a greater ROI (Return on Investment) than just the SEO and SEM alone.
Guarantee Your Website will Convert
Ads may get visitors to your website but it doesn’t mean your site is primed for conversions. CRO, or Conversion Rate Optimization, is another aspect that you must be cognizant of when designing your web channel. Retargeting may place your audience back in the conversion funnel, but if the user experience is poor, confusing or counter intuitive, there is a strong likelihood they may fall out again.
How Does Retargeting Work?
When people visit your website they are tagged with information about the pages they viewed on your site in the form of a ‘cookie’ being inserted in their browser. This cookie communicates with other sites and based on a number of factors, including location of your visitors and bid (as you are competing with other advertisers), will display your retargeting ad within their page’s ad-space.
Retargeting In the Real World
Consider this, a visitor (let’s call him Dave) comes to Top Draw’s website from the search results for “Edmonton SEO services”. He’s looking at the services we provide and our portfolio of past clients.
Unfortunately though, Dave left our site without providing any contact information, and our site is just one of many Web Design and SEO firms in the search results. You start to accept that you may have lost Dave for good.
This is where Retargeting comes in to save the day.
Retargeting can help you reach people who have visited your site but left without achieving the conversion goal of your website (e.g. purchasing a product or providing contact information). Now, since Top Draw’s site has retargeting set up, the ad below is what Dave saw the next day while browsing YouTube and other sites around the Web.
How to Create Great Retargeting Campaigns
1) Have Conversion Goals in Place.
There’s no sense in driving traffic to your site if you aren’t going to ask your visitors to do something while they are there.
2) Identify Reasons People Leave your Site.
Find out what the common reasons are for your visitors to leave and tailor your ad variations to messages that address these reasons.
3) Make your Ads look Professional.
Your advertisements should match the visual style and messaging of the page that you are sending your ad traffic to. This is done in order to match the expectations of the visitor – the last thing you want to do is to lose trust with, or confuse, a visitor.
4) Set up and run the Campaign.
This requires finding the right retargeting services that will utilize the advertising display networks (ie. Google, Microsoft, Yahoo) that will be most effectively reach your audience.
Top Draw has a deep understanding of the business benefits of advertising gained through many years of running profitable advertising campaigns for our amazing clients. We would love to help you solve your marketing challenges and increase your bottom line. Give us a call and let’s start up a campaign today!