What is retargeting and why do you need it? Properly, because it’s easier than ever to reduce a sale online.
Think of it like this: you successfully drive any customer to your site along with great content or social media marketing engagement.
But then their phone rings. Or they have to take a quick meeting. Their child calls their title. They look up at the TV and forget to return. Or even one of a million other possible distractions in our fast-paced world get in the way.
They could be lost forever. Or even — you could use retargeting to obtain them back to your site.
That’s what we’ll cover in the sections stated in this article. You’ll learn what retargeting entails, why your business should be utilizing it, which platforms to do it on, and best practices to maximize ROI .
Let’s get started.
- Only 2% of web users transform on their first visit to a web site.
- Retargeted web visitors convert at a 70% higher rate.
- Google, Facebook, LinkedIn and other social platforms are effective locations to use retargeting.
- Retargeting ads are best when they incentivize, are personalized, and/or leverage high-value content material.
What exactly is retargeting?
So what exactly is retargeting? In short, it’s the process of monitoring the behaviour of your web visitors so you can drive them back to your blog later.
It’s done by adding code aimed at your website that tracks user activities by placing cookies in their browsers. You can then use that will information to show them targeted ads when they’re elsewhere on the internet.
Those people requests you get to “accept all cookies” when you visit a new website? It’s retargeting for. Brands are asking your own permission to track what you’re doing so they can show you ads that are relevant to you.
Image Source: Solitary Grain
Today 87% of internet marketers use site retargeting in order to attract potential customers back to their website. Given that only 2% (! ) of web guests convert on their first trip to any site, it’s a good strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects that will likely convert with a little little bit of encouragement.
Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it.
Precisely why Retargeting Needs to Be Part of Your Strategy
Customers actually like retargeted advertisements
The general opinion view of retargeted advertisements has always been tainted with a little little bit of uncertainty about their usage of individual consumer data. Plus there’s no doubt about it — consumers do worry about their own online privacy.
At the same time, however , they are also a lot more aware than ever that brands are using their information to advertise to them and target their particular buying preferences. And they nevertheless browse and buy online at a rapidly increasing rate.
In fact , latest research has found that 25% of consumers say they really enjoy seeing retargeted ads. And while a quarter of consumers might not seem encouraging, actual consumer behavior suggests that number is very a bit higher.
Here’s what the numbers tell us:
- Retargeted ads earn a click through rate 10x higher than normal display ads
- Retargeted website visitors are 70% more likely to convert
- 3 out of 4 consumers observe retargeted ads when they see them
Image Source: Invesp
It’s helpful to think about this in the context of your life, too. We all notice ads for products and manufacturers we’ve briefly visited with no buying from. But rather than get annoyed, our attention is usually sparked again. We may click on the ad to look at this again and rethink whichever reasoning we had before for not buying. We may follow the brand on social media for up-dates.
Retargeting is really a massive opportunity for brands to slice down on lost sales by reminding consumers why these were interested in the first place and incentivizing them to come back plus make a purchase.
Where you can Retarget
Search engines and YouTube
Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads upon these massive platforms along with Google Ads on the Google Display Network .
The majority of consumers are doing their brand name and product research using Google search. What better location, then, to have your ads displayed to convince customers to choose you?
Facebook and Instagram
Ads on the two platforms are both run below Facebook Ads Manager. You add the Facebook Pixel to your website’s code. Whenever users take an activity on your site (for illustration, adding to cart or creating a purchase) the pixel is certainly triggered and they’ll observe retargeted ads on both Fb and Instagram.
Learn more about the Facebook Pixel here.
TikTok provides exploded onto the picture over the past two years. It’s easy to assume this platform may be best for targeting younger viewers, but the truth is there are tons of viewers on TikTok that include a range of ages and interest areas.
By way of example #MomTok — moms writing tips, stories, and guidance — is one of the most energetic corners of the app. #BusinessTok, #FitnessTok, and #BookTok a few of the other most popular hashtag-driven attention groups on the app. They are only a few examples. In other words: retargeting on TikTok is for every type of audience.
You can get started at TikTok for Company .
For B2B companies or brands concentrating on a more corporate or expert audience, LinkedIn could be an ideal platform for your retargeting initiatives. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving all of them ads on the LinkedIn system.
3 Retargeting Best Practices
The thing about web visitors you retarget is that they have shown interest in your own brand already, but for some reason they weren’t motivated to make a purchase (or probably they did but haven’t been back to make another one).
The way to convince them? Offering incentives. Consider this: you see a pair of shoes and boots you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass. ”
A few days later you observe those shoes you love, other than they’re being offered at a price cut. Your main argument for not purchasing the shoes is gone. You’re more likely to go back and buy.
Incentivizing your own retargeting audiences is worth it because you eliminate one of the biggest hurdles to purchase: concerns about cost.
Here’s an example from American Express:
Image Source: Neil Patel
Such as all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Almost 80% of shoppers say personally relevant ad content from brands improves their purchase intent.
Adding simple phrases that are unique to a man or woman experience with your brand (i. e. “You left this particular item in your cart! ” or “Based on your prior purchase, we think you’d adore this! ”) can be what makes your ad stand out for your audience.
Here is an example from AirBnB, which shows a listing from a location this user already looked for:
Image Source: WebFX
Content drives a lot more organic traffic than any other method of electronic marketing. That said, targeted ads are the highest-converting of all strategies. Why not combine the two just for maximum ROI?
Consider the types of content your web visitors interact with and/or what content created by your own brand would be most relevant for them. Promote it through your ads, emphasizing how it can help users resolve problems, learn something new, or even accomplish an important goal.
Content that can be efficiently marketed through retargeting ads include:
- Blog articles
- How-to guides
- Webinars and video demos
- Ebooks and whitepapers
Here is an example from Unbounce:
Image Source: Develop Social
Nothing demonstrates the value of your own brand and established authority better than great content. To maximize conversions, be sure you include strong CTAs with your content informing users what you want them to do next (like sign up for emails or start a free trial).
Over to You
Great content creates a strong foundation for the other digital marketing strategies (like retargeting ads). The particular team at Marketing Insider Group can deliver you optimized, ready-to-publish blog articles every single week for one 12 months (or more).
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