Wouldn’t it be great if you could target your digital advertising efforts specifically toward an audience you know to be interested in your company? Well, I have some good news, you can do exactly that.
Ad retargeting is a powerful tool that, used correctly, can maximize the effectiveness of your digital advertising budget.
What is Ad Retargeting?
At its core, the concept is relatively simple: it’s an ad targeting method that allows you to show ads only to users who have visited your website in the recent past. By placing a few lines of code (generally referred to as the “retargeting pixel” on your website, you can track your visitors to ensure they see the ad in the near future.
Retargeting is possible through a variety of media, but Google and Facebook are the most common ad delivery networks. Both work essentially as described above, using their own version of a retargeting pixel to showcase your ad to users on their network that have recently visited your website.
The Effectiveness of Retargeting
As you can probably imagine, this type of ad targeting is powerful.
If a member of your target audience visits your website, you can be reasonably sure that they have at least cursory interest in your products or services.
Now, you can use ads to remind them of your existence, keeping your brand at the forefront of their mind.
Check out the stats — Users who see these types of the ad are 70% more likely to convert to leads and one ComScore study found that a strategic retargeting effort led to a 1046% increase in branded search and a 726% increase in site visits.
Potential Retargeting Implementation Points
As we mentioned above, the general concept of retargeting is relatively simple: past visitors are reminded of your brand and encouraged to return to your website. But in reality, this concept has the potential to become a core part of the entire buyer’s journey.
For starters, you can create individual retargeting pixels on your various pages, allowing you to better segment your audience and their preferences. For example, your ad could encourage a visitor to your product pages to return for more specific information about an individual product, while prompting someone who was interested in your ‘careers’ page to learn more about your benefits packages. The possibilities are only limited by your audience needs.
If you’ve ever been on a website, it could be facebook, a major news site or about a million other sites, and seen the exact item you were looking at on Amazon show up in the ad section? Retargeting is how Amazon does that.
In addition, retargeting is not only useful after a user’s initial visit to your site. If you engage in digital lead generation, chances are you’ve already mapped out a rough version of your buyer’s journey: potential customers first find your website, then sign up to become leads, and are slowly nurtured toward becoming customers.
Each of these stages can benefit from strategic retargeting.
For example, consider placing a unique retargeting pixel on the confirmation page that a user reaches after filling out a lead-generating form.
Now, you can show only confirmed leads messaging that encourages them to take the next step, whether that be contacting your sales team or learning more about the product they’re interested in.
If you engage in e-commerce, another possibility is to retarget messages specifically to users who have added products to their shopping cart but haven’t checked out yet and prompt them to complete their purchases.
No matter where you choose to employ it, engaging in strategic ad retargeting can significantly help you turn visitors into customers.
It can also improve your marketing ROI significantly.
Of course, the process itself – changing the code in your website, as well as coming up with a strategy to maximize your ROI – might seem daunting.
If you are intrigued by the concept, but hesitant to jump in on your own, contact us!
We’d love to help you start maximizing your targeting efforts.