4 Reasons Why You Should Try RetargetingAndreea Grindeanu
The retargeting trend started when online marketers realized that most of the conversions were not “on the spot” and the abandonment rates were highly influencing their business. Therefore, they needed a strategy that could help them increase conversions while visitors were navigating on other websites. And that’s how the concept of retargeting was born.
When doing retargeting, you need to insert a special tracking code on your website to place cookies in your visitors’ web browser and then serving ads wherever you want on the display network.
The main idea of retargeting is that you want to find people who have shown an increased interest in your product or service. And these people are more likely to make a conversion than those that never visited your website.
Still not convinced about the benefits of retargeting? Check out the four biggest advantages:
Increase conversion rates
You’ve probably noticed that most visitors do not convert into a sale after the first visit on your website. This situation is more often encountered when you’re offering complex services or products which require a significant investment.
Retargeting can get back customers who have been involved in a conversion process without completing it. This gives you a clear idea of your visitors’ interests and shows you how to recalibrate your ad strategy to convert them into your clients.
With retargeting, you have the ability to target a specific audience, based on the actions made on your website. Basically, you can eliminate general messages and replace them with personalized messages that answer your visitor’s needs. As a result, your ads will show up only to relevant users as they browse other websites.
We can all agree that brand awareness is, most of the time, a big decision factor for making a purchase. Brand recognition becomes crucial when dealing with longer sales cycle (mortgage industry, implementation of complex software, etc.), and retargeting helps keeping your leads “warm” while building awareness of your brand.
What’s great when dealing with retargeting is that you have 100% control of your budget. You decide the payment method and how much do you want to pay for your campaigns. There are two options here: CPC (cost per click) – when you pay for every click on your ads – or CPM (cost per mile) – when you pay for a number of impressions. Moreover, you can choose how often your ads are shown to each user, or if you want to show text ads, images or videos. Everything is very customizable.
Have you ever tried retargeting? What were the main objectives you’ve accomplished by choosing this technique? Share your thoughts in the comments section below.