Retargeting Ads

Convert more of your website visitors with behavioural retargeting (remarketing) ads


What is Retargeting?

 

Put simply, retargeting (also called remarketing) converts window shoppers into buyers.

 

Usually, only around 2% of shoppers convert into customers on their first visit to a website. Retargeting gets the other 98% back for a second bite of the cherry.

 

Let’s take a linear buyer’s path: for example, let’s say someone visits your website for the first time, they like what they see so they fill out a form to talk to a sales rep. Only moments later, the sales rep reaches out to the lead and before you know it, the lead becomes a customer – happily giving our their credit card.

 

Unfortunately, the reality is that a buyer’s journey often isn’t very linear. People may pop on to your website only to leave, maybe come back a week later to sign up to a guide on your website then come back in two months time to talk to a sales rep. Then, after a few more weeks of meetings and discussions, they make the decision to buy. The end result is the same, but the process is more convoluted.

 

To help the buyers through the convoluted process, retargeting is a very helpful tool.

 

How Does Retargeting Work?

 

Retargeting ads are only served to people who have visited your website before or are a contact in your database or email marketing list (like a warm sales lead that didn’t turn into a customer).

 

Retargeting is almost always pixel-based. Whenever someone comes on to your website, an unobtrusive JavaScript places a cookie on their browser (a packet of data that let’s the server know the same person has visited the website previously).

 

Once they’ve left the website, that cookie will tell retargeting platforms to show that person specific adverts based on the specific pages they’ve visited on your website.

 

Smart advertisers use the largest ad exchanges, this means they can retarget your customers just about anywhere they go online.

 

Why Is It So Effective?


Retargeting works by keeping your brand front and centre whilst also bringing back window shoppers when they’re ready to buy. Each time your ad gets served and someone sees it, your brand gains traction and recognition – repeated exposure helps to establish your brand as the market leader.

 

Then when the previously unsure customer is ready to buy, they click and convert. You’ve now just got a brand new customer who could have potentially gone to a competitor.

 

When Should You Implement Retargeting?


Retargeting works best as part of a larger overall digital strategy. The smartest marketers and businesses run AdWords campaigns along with content marketing to drive traffic to the site, then run retargeting to help increase conversions for those that visit.

 

This strategy makes the most out of the precious traffic you drive to your website and helps increase conversion rates for a negligible additional cost.

 

How Do You Do Retargeting Best?

 

  1. You need to target relevant audiences only, segment your visitors into separate categories (i.e. people who looked at hats vs. those who looked at scarves) then tailor the ads shown to each group.

 

  1. By the same token, don’t retarget your ads on those who have already bought from your website. That’s a waste of money and can even potentially frustrate someone.

 

  1. Don’t hit customers with the same advert time and time again for weeks on end; if that visitor hasn’t returned after a few reminders, they probably never will. Suddenly that brand recognition you were striving for could become something more negative (see annoyance).

 

  1. Provide a clear call-to-action (b and when they click through, make sure you’re showing them a relevant landing page or product page and NOT just the homepage. The idea is you want them to convert into a customer.

 

How Can You Get The Most From Retargeting?

 

A comprehensive digital marketing strategy is where retargeting really shines. To get the most from this, you need to drive traffic to your website, have that traffic convert into customers and then catch the ones you’ve missed with retargeting.

 

Funnel Marketing can offer you a comprehensive digital strategy that takes all of these factors into account, optimises to generate you more profit month on month plus much much more.

 

Ready for your business to earn you more money? Don’t wait, get your free strategy session now.

 

Search Retargeting VS. Site Retargeting

 

Search retargeting is a type of advertising targeting that allows you to show banner ads and Facebook ads to users who recently searched for keywords that are relevant to what your business offers.

Whilst the wording is similar to site retargeting, both have some very big differences.

Site retargeting (also called remarketing) shows your ads to people who have already visited your website but left without converting into a lead. This allows you to reach existing customers to increase conversion rates and try and draw them back in to your site to generate a sale.

Search retargeting shows your ads to people who have never visited your site, but have searched for relevant keywords that pertain to what you offer. It allows your business to reach super relevant, potential new customers who would be interested in purchasing your offering.

Why is it so efficient? More than 80% of users do online research prior to buying and their preferred research tool is search engines and keywords. This means that if someone has searched for something, they’re most likely intent on buying at some point.

Display advertising like search retargeting is relatively low cost compared to organic search or paid search advertising. Because it uses display inventory and search signals as its targeting methods, search retargeting is a very efficient way to advertise to potential new customers.

Email Retargeting

 

Email retargeting shows ads across various display networks based on the emails your subscriber opens.

This technique allows you to create display adverts that are contextually relevant across the website for each user. Ultimately, the goal is to reduce your overall email send frequency whilst maximizing the effectiveness across multiple channels.

Just like site retargeting, whenever a subscriber visits other websites with retargeting ads enabled, your ad will be displayed and your business brand appears for the user to see.

Adding retargeting pixels to your emails can reduce irrelevance and improve your response rates – as email is now 77% of people’s preferred promotional channel, using retargeting along with your email auto-responder series is a great strategy to get your business growing.

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As a trusted Google Partner, we have dedicated Account Managers and Campaigns specialist within Google who will be working on your campaigns. Unsurprisingly they have access to information, tool and know-how which isn’t publicly available. This means we can get your results faster and even get you access to new product features which give you an edge over the competition, long before they’ve even heard about them.