If yours is like most websites, 97% of your traffic exits without taking the desired action. You invest your valuable resources getting them to visit your website only to have them leave. Most of the time, visitors who don't convert aren't leaving because they are not interested in your offering. Visitors are easily distracted, want to do more research before taking the plunge, or were just visiting out of curiosity. Unfortunately, once they leave, the chances of them returning are very slim.
Retargeting allows you to stay in front the visitors who exited your website without converting into a lead. Strategic retargeting just reminds them that they were once interested in your product or service, and it offers them an opportunity to give you another chance.
Our goals for retargeting are:
- Improve the bottom line without appearing spammy by implementing our tried and true retargeting strategies
- Deliver the right advertisement content and format, to the right visitors at the right time-point in their buyer's journey.
- Develop custom bidding strategies around custom audiences, location, timing, and the type of device
- Increase spending efficiencies by optimizing for behavior, placement, context, and topics
- Extend retargeting reach by aligning with proper networks (Google, Facebook, and third-party networks)
- Boost ongoing retargeting efforts with proper auditing and tracking code analysis
How Does It Work?
Retargeting is made possible by cookie technology that tracks users and their activities as they navigate the web. Any time a new user visits, you can anonymously drop a cookie onto their browser, with a short snippet of code embedded on your website. Cookies enable retargeting platforms such as Google to recognize that a user has previously been on your site, prompting them to launch your advertisement in a variety of locations within their display network.
For B2B companies and other verticals with lengthy sales cycles, such as higher education and recruiting, this is especially effective. Most retargeting platforms want you to get great results, so they offer features that include an assortment of customizable parameters for you to control the timing, look, and feel of your retargeting ads.
Similar to other types of paid advertising, the pricing model for retargeting is bidding based. Fortunately, the costs of retargeting bids are inexpensive in comparison to other paid advertising. The affordable price of retargeting ads makes it an attractive method to re-engage with
One way to stay in front of your recent visitors is to retarget using Google's massive Display network. Using this platform provides you with the flexibility to customize your retargeting ads by specific products or the pages a visitor viewed while on your site. This flexibility allows you to serve highly relevant advertisements that match the characteristics of your target audience, increasing the number of conversions and profitability. Additional solutions are available to retarget based on IP addresses or businesses for B2B professionals.
Developing and managing a retargeting campaign for companies with a large eCommerce business can be a bear to maintain. Dynamic retargeting tames the giant eCommerce beast by providing a single, easy-to-use, product inventory feed that retargets your users with the precise products they've already viewed on your website. Dynamically retargeting your users ensures they automatically see an ad for the particular product they're interested in rather than a generic ad for your business.
With 1.5 billion users on Facebook and 300 million on Twitter, the odds are quite high that your previous visitors are hanging out on social networks. When you implement social retargeting, your ads are placed into the social network feeds of individuals who have previously visited your site. This concept marries the perks of retargeting a custom audience segmentation with the flexibility and personalization provided by social advertising.
Get More Out of Your Digital Marketing Campaigns
Online marketing is much more than clicking on a PPC ad. Our team believes that every audience should be nurtured. Successfully leveraging multiple platforms and targeting ads can maximize your impact. We go the extra mile to guarantee optimal lead conversions for our clients. Call us today to learn how our retargeting tactics can help grow your company.
Connect with a Retargeting Specialist Today for a Free Consultation