How Retargeting Can Work for Your Business
Customer data and tracking pixels are the glue for commerce -- both brick and mortar as well as eCommerce. Retargeting is the vehicle. So, what is it?
What is Retargeting?
Retargeting refers to the technique of showing ads to people who have visited your website or placed an item in their basket without completing the sale. Retargeting allows your business to use this information to stay in contact with those visitors. And that's okay! Retargeting ads contain information that is relevant to your visitor.
Most people who visit your website aren't ready to make a purchase. Retargeting allows you to re-engage with them by offering what they want or reminding them of their visit and an incomplete sale.
Retargeting ads are more likely to convert or complete a sale. Let's face it – we don't dislike ads – we dislike ads that are not relevant to our needs and interests. If your ads are relevant and personalized, you will be much more successful in connecting with your target audience.
How Does Retargeting Work?
Imagine your customer searches for your product or service on google. Your SEO is fantastic, so they find your website and spend some time looking over your content and products. But, they don't purchase before leaving. There are many reasons why the visitor didn't buy anything, one of which might be that they weren't ready. This is where retargeting can help.
When your visitor leaves your website, they may see ads on other websites via a display network. The job of a display network, like Google or Facebook, is to show advertisements relevant to your visitor’s needs. These retargeting ads make it more likely that your visitor will return to your website, or buy your product on another website such as amazon.
Give Me Some Good Examples
I was on a clothing website, looking for a pair of pants. When I left the website, I saw ads for pants everywhere I went. Besides the ads, I also saw offers for free shipping. On social media, I also saw ads. As they were now imprinted on my mind, I have thought more about making the purchase.
I was on another website, this time looking for a new webcam. After purchasing the webcam I wanted, I began seeing ads for other peripherals on other websites. Hard drives, speakers, chargers – more and more recommendations. This crossover from retargeting to remarketing is a smart way to increase sales – if you liked our webcam, then you will like our other devices!
How Will Retargeting Benefit My Business?
We know from experience that the best way to build trust and interest is through a conversation. Two-way communication – the outreach of our website and our visitors' activities there – is the cornerstone of successful online marketing.
Visitors who have seen a retargeted ad are more likely to return to your website to make or complete a sale. How likely? The industry average of a sale made after being retargeted is 70%! Retargeting ads also mean increased sales from existing customers. When buyers feel that your ads are speaking directly to them, they're more likely to buy again!
Remember – most of us don't hate ads. We hate ads that are not relevant to us. We see so many ads on the internet, it feels like we are being bombarded with salespeople hollering at us for attention. What happens is that eventually we ignore them or add ad filters and blockers.
Your business can use ads to speak directly to visitors about products and services they have an interest in. With retargeting ads, you can take the ad "holler" and turn it into an ad "dollar."
