What Is Retargeting?

The power of remarketing

Have you ever visited a website to later see banners/sponsored ads for that brand/website following you all around the web? That’s retargeting, a remarketing strategy used to increase conversion and drive more traffic to your website.

Retargeting happens when you visit almost any website that places a cookie on your computer, the cookie will attach itself to your social media accounts and google account. I bet you can now understand why almost every website outside of Australia will ask for your consent to their cookies!

In the past, remarketing was achieved with companies like Adroll. However, companies like Facebook, Google and Twitter now offer retargeting options through their advertising platforms.

More than likely your marketing funnel will be built to drive brand awareness and increase conversions.

Why is retargeting important?

Retargeting will generally produce higher click through rates and ROI that you have only dreamt of because you can create direct, unique and personalised ads to assist your buyer’s journey.

Remember: Retargeting Is Like Dating

If you go up to any random person, and ask “Will you marry me?” Chances are, they will refuse, unless you look like Brad Pitt or the likes…

But if you ask a random person, Hey, do you want to go out on a coffee date?” They might say yes. The coffee date goes well, you guys go on a few more dates, things get serious and eventually you move in together. Finally, someone pops the question and at this point there is a much higher chance they will say yes when you ask them to marry you.

As with dating, the key to remarketing is building relationships and trust.

When someone comes to your website, they don’t buy straight away and you remarket to them, and they begin seeing your ads everywhere. They feel like they know you – and thus are more likely to give you more of a chance than a total stranger.

But just remember the rules of the remarketing work both ways. Just as you don’t want to push them towards a conversion after one website visit. You’ll need to be cautious about the number of ads you’re using to retarget to them. You don’t want your prospects to think you are a stalker.

The key to any good remarketing strategy is building relationships and trust.

Target a Specific Audience and Deliver Tailored Value

Retargeting also opens up to a variety of other campaigns.

It’s not as simple as “Well, if they land on a product page, I’m just gonna follow them around with that banner.” That might be standard for many e-commerce sites, but it’s not well optimised for the people remaining within the funnel.

Send traffic to the right pages

If a prospect lands on your homepage, and they don’t convert, there is no point in creating a remarketing campaign that will send that potential customer back to the home page. Obviously the customer did not resonate with the content, so nudging them back onto your website with something new, something fresh can be a better way of converting.

Retargeting products – The power of retargeting and E-commerce

Assisting potential customers through the buyer’s journey has never been more prevalent when it comes to e-commerce retargeting ads on social media and google. It’s no wonder this type of retargeting has such a high ROI. Through your retargeting efforts, prospects will see the very product they were looking at on your website with the precise variables. Talk about a personalised experience!

If the prospect browsed more than one product then you can display a carousel of products, all personalised to that customer. Product catalogues from an e-commerce website can be retargeted using a product catalogue that will show exactly the same product the prospect was looking at.

What are the costs involved with retargeting?

The ad spend on retargeting will vary depending on what platforms you are using such as Google or Facebook and also the amount of website visitors you attract. The more visitors that come to your website the more you would want to spend on retargeting those visitors. Facebook allows you to start a remarketing campaign gear up for link clicks (clicking on your ads link) at around $1.65. If your website is receiving around 200-300 visitors per month then all you will need is a very small daily budget. As your website visitors increase so should your ad budget or retargeting.

A retargeting strategy should be run all year round.

Just remember anyone who visits your website is not there by mistake. They are either a prospect or curious as to what you are offering. A simple retargeting strategy will ensure that these potential customers will become more familiar with your brand, and be gently reminded about your services and/or products.

If you don’t have a huge ad budget, it’s time to start looking at really effective ways of allocating your ad spend to ensure you have the highest return on your online marketing efforts.

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