Are you looking for a way to bring your audience back to your website? Maybe you want a creative solution for branding with your existing advertising budget? Perhaps you’re just looking for a way to make sales on abandoned carts and keep your ecommerce store growing.
That’s the boat we were in when we started using retargeting.
One of the best branding tactics out there, retargeting helps to drive brand awareness, promote customer acquisition and activation, and increase engagement.
Today, we’re here to tell you why we love retargeting, and why starting it is definitely worth your time.
What is Retargeting?
Retargeting, sometimes called remarketing, is a form of online advertising that allows you to keep your brand in front of bounced traffic by retargeting them on other websites.
Retargeting makes it possible to create and display advertisements, which target customers who have visited your website in the past.
A simple process, retargeting involves placing a bit of JavaScript code on your page, which then drops cookies on visitor browsers.
This creates a list of every single person who has visited your site and allows you to connect with them again after they leave.
Here’s how it works:
Unlike standard banner ads, which are a broad-net tactic, retargeting ads are delivered to people who have already visited your website or interacted with your products. As such, it’s much more personalized, compelling and targeted, and can be a much better use of your marketing budget.
7 Big Benefits of Retargeting
Wondering why you should consider retargeting? Here are a few of the most prominent perks of the process:
1. Increased Conversion Rates
Did you know that users who are retargeted are 70% more likely to convert? The reason for this is simple: sometimes customers need to see an offer more than once before they decide it’s right for them.
When you retarget customers, you put an item or a product back in front of them, after they’ve seen it once. This additional exposure gives them a chance to review the product again and make a decision about how to proceed with it.
If you don’t retarget customers, you’re likely to lose them if they bounce or abandon their carts on your page.
2. Increased Branded Search Exposure
Did you know that retargeted ads have the potential to improve branded search exposure by more than 1,000%?
While display advertisements earn a measly CTR, retargeted ads get a much higher CTR: about 0.7%. This increased CTR means more people are seeing your content and more people are likely to bite at what you have to offer.
In addition to increasing your branded search exposure, retargeting also increases the number of customers who return and complete the check-out process on your page!
3. Connect With Interested Prospects
Consider this: you have two possible methods of connecting with prospects.
In Method A, you simply open the phone book and cold call a bunch of people you don’t know. In Method B, you make calls to people who reached out to you first. Which is going to be more effective? If you guessed B, you’re right! That’s what we saw when we started retargeting, as well.
When potential customers show an interest in your offerings, following up with them can be a very productive move. In addition to reminding them that your brand exists, retargeting can show them products they were interested in, which may push them over the edge into a purchase.
4. Increased Awareness
Increased awareness is another huge benefit of retargeting.
Studies suggest that it can take up to seven impressions for a customer to build enough trust in your brand to purchase. Retargeting can shorten the amount of time it takes for people to become familiar with your brand, and can make buying decisions easier and more convenient.
Brand awareness is essential for business growth. Retargeting is a smart way to create it.
5. Enhanced Insights
When you start retargeting, you also start collecting insights on people who visit your webpage. This, in turn, provides you with much more data to build campaigns, create landing pages and conduct all manner of search efforts designed to bring more qualified traffic to your website.
Over time, you can use this data to hone your marketing strategy and ensure your marketing budget is being used as effectively as possible.
6. Improved Cost Effectiveness
Wondering where you’ll get the strongest ROI for your advertising expenses? Retargeting is one of the best options. When customers are ready to take action, your retargeted ads will be there to meet them.
Remember: retargeting goes after people who already have at least one impression of your website and can be a more effective method to capture these leads.
7. Retargeting is a Digital Marketing Tactic
Retargeting is a great complement to your other digital marketing approaches. Unlike some types of digital marketing, it is not a method that will lose traction over time. As technology continues to evolve, retargeting will become more intelligent and streamlined.
This means that companies who use retargeting now can begin to reap the additional benefits it will offer as it increases and advances.
Why You Should Be Using It
Remarketing is a hot method right now, and it shows no signs of slowing down anytime soon. Methods like search retargeting, site retargeting and email retargeting are ideal for capturing leads and keeping them, and ensuring that they connect with your brand on an ongoing basis.
If you’ve never used retargeting before, don’t worry. It’s not as tough as it might sound. A quality retargeting platform can streamline the things you don’t know and make it easier to connect with visitors who have shown interest in your offerings in the past.
