If you are doing any business online you may have already heard of the marketing term ‘retargeting’ or ‘remarketing’ floating around the internet… it’s a great way to increase conversions, sales and brand awareness… plus it’s easy to setup and use… so, are you using it for you business??
What is re-targeting?
“Re-targeting, also known as re-marketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Re-targeting is a tool designed to help companies reach the 98% of users who don’t convert right away.”
Re-targeting allows you to focus your attention and marketing dollars on the other 98% of your website traffic that have left your website without taking any of your intended actions i.e. subscribe, engage, complete a form, buy.
Re-targeting gives you the opportunity to convince those visitors back to your site and complete a conversion.
After all, the majority of those visitors came to your website because they were interested in your business, your content, or your product offering in the first place.
You may have seen this yourself. Say if you have visited an online store and looked at a few products but then leave the site without making a purchase, you may notice shortly after that suddenly the ads you see on Facebook or other websites are of those exact products you were looking at!
This process can remind the site visitor to come back and look at the product again and perhaps buy.
It can continue to keep their brand name in front of the customer building its brand recognition.
It can also show products or services related to content the visitor has just seen to push them into or further along your sales funnel.
Some Interesting Facts About Retargeting
- Nearly 3/5 of online buyers say that they notice retargeted ads for products they have looked at on other websites.
- 30% of consumers have a positive or very positive reaction to retargeted ads
- Retargeting can boost ad response up to 400 percent !!
- The average click-through rate for display ads is 0.07%, and the average click-through rate for retargeted ads is about 0.7%.
- Website visitors who are retargeted with display ads are 70% more likely to convert on your website.
FACTS FROM CMO.COM
Big business or small, these points alone should inspire you to integrate retargeting into your marketing practice.
So how can you start using this in your business?
Facebook, Twitter and Google AdWords (among many others) offer easy ways to re-capture the interest of your website visitors (potential customers or multi-buyers) and put your brand, product or message in front of them wherever they go on the internet.
Using retargeting you can put specific ads or call-outs in front of any visitor that has come to your website, anyone who has liked/followed your social media account, and any subscriber on your mailing list.
You can create a myriad of different ads and responses for each of the different interactions people take with your business to keep your ads specific and relevant.
An easy way to get to started is by using the Facebook Pixel and placing a short snippet of tracking code on your website.
The following websites offer great step-by-step instructions on how to setup and start creating retargeting campaigns:
- HubSpot – A beginners guide to retargeting
- Acquisio – 5 simple steps to create a Facebook retargeting campaign
- WP Beginner – How to install Facebook retargeting pixel in wordpress
- PPC Essentials – How to create a remarketing campaign in Google Adwords
- Ad Stage – How to create a remarketing campaign with Twitter Ads
OK, so are you convinced this is for your business yet? If you are, there are a few things to do first.
4 things to do before launching any kind of tracking or remarketing campaigns
- Establish your goals for remarketing and set out to create ad creative to match;
- Be mindful of how your customers are using the platform you use for remarketing and the type and how they interact with content on your selected platform/s.
- Last but not least, regularly monitor the growth of your retargeting audiences and performance of your advertising. This isn’t a set and forget arrangement.
Where to from here?
I hope this information got your ideas flowing and your excitement bubbling. Now it’s probably time for you to dive right in and get started. The above linked websites are a great place to start.
Struggling for ideas on where to start?
Check out this post over at Raven Tools – 29 Ways to Use Remarketing (and How To Get Started)
While remarketing isn’t the only digital marketing strategy you should be using, you are definitely leaving money on the table if you’re not at least testing it out for your business.
If you interested in learning more about Remarketing and how it can help you optimise your advertising efforts AND grow your online business, let me know and I’d be happy to help you explore how to get the maximum benefit from retargeting for your business.
If you get stuck with the setup – or if you just want someone to do it all for you because you have zero time or would rather be doing something else – contact me, I’d be happy to help you.
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Sidenote – For Facebook Pixel retargeting, I like to use PixelYourSite plugin for WordPress to automatically ad the Facebook tracking pixel and easily manage tracking for each of the ecommerce stages and other triggered events throughout the website. This plugin is easy to setup and use.