What is Retargeting?
Imagine having a potential customer looking at a particular product on your website, but then proceeds to do something else. The next day, as they read their favorite blog or their social media feed, a banner ad features your website, reminding them of their interest in your product. They click the ad and you just gained a sale out of a potential customer who would have otherwise not bought it.
Retargeting is a highly efficient, often under-utilized tool which ‘marks’ a viewer whenever they land on your website. This mark allows specific, targeted ads to be displayed to the viewer even if they are already on other websites.
Where and How Can I Run Retargeting Campaigns?
It is possible to run re-targeting campaigns on Adwords, Facebook, and with Display Ads. A small piece of code gets added to the website header which drops a pixel on to a visitors device, enabling ads to target them for up to 90 days after.
It is completely above board, and if you run retargeting campaigns you should update your privacy page to let visitors know. Amazon is one of the biggest companies that run these campaigns. How many times have you searched for something on Amazon, only for the item you’ve searched for to pop up in display ads when you’re later on a completely different website.
There is a good informative report on the invespcro.com website, updated for November 2018, which shows that the ecommerce conversion rate globally is at 4.31%.
That means over 95% of visitors do not convert and most likely do not return to your website.
So however well your marketing operates, you will only convert a tiny percentage of visitors on their first visit.
Retargeting fixes this by allowing you to run an ad campaign to target those visitors with fresh ads. They have shown an interest but may not have been ready at the time of their first visit to purchase your product or service. If you keep you brand and product in front of them, without it being annoying, then when they are ready they are likely to purchase from you rather than a competitor.
Run Effective, Not Annoying Campaigns
You do have to be careful with retargeting though. It is too easy to upset potential customers if you dangle the same ad in front of them constantly.
Using display ads, we run a planned campaign combining an offer, branding ads, ads showing your reputation, different ads regularly, so that it doesn’t get annoying but keeps your brand visible to your potential customers.
This is a lot of work but we design and create our ads in house which makes the whole process much more efficient and cost effective. Our ad sizes cover all the different display and social media sizes so it doesn’t matter what type of retargeting campaign we run, we have ad sizes to suit. We have also done a lot of testing to design converting ads, so we know our ad formats are effective.
Click Through Rates (CTR)
Click Through Rates (CTR) for display ad retargeting campaigns are typically ten times greater than normal ‘cold traffic’ display ads. Cold Traffic is the term for targeting new customers in ads that haven’t visited your site. This traffic can be important to keep a constant stream of new potential customers but retargeting is the tool which will convert many of the visitors. So we generally use a combination of a little cold traffic and a bigger (and much cheaper) campaign of retargeting.
Cheaper Than A Postcard ?
Retargeting is less expensive than sending a postcard!
What To Do Next ?
If you are interested in converting more of your existing website visitors (much cheaper than chasing new visitors with PPC though you can do both), then have a look at our offers for Display Ad Retargeting Campaigns. We can run campaigns for Google Adwords Retargeting, or Facebook Retargeting as well.
Or set up a 15 minute consultation (no charge) to discuss with us.