If you’re an e-tailer selling your products or services online, travel agent or company, a B2B company or a non-profit seeking donations and volunteers or any other type of business whose website doesn’t have a 100% conversion rate, then retargeting should be the next step in your marketing strategy
Before you take that next step, you probably want some clarity on what exactly retargeting is, right?
Retargeting works by placing an anonymous cookie on the browser of your site visitors. Then, an ad is displayed to that same visitor after they leave your site (and continue on to other sites). Heaps of ad networks like Google, Facebook, Instagram, Yahoo! and Pinterest allow for retargeted ads.
Retargeting is effective at all benchmarks in the lifecycle of your customer, not just at the bottom of the funnel. You can successfully retarget your existing audience/customers with enticing offers, promotions for new products or brand announcements.
At its core, retargeting is at its best when its bringing “window shoppers” back to your site, converting them into customers and increasing your sales and revenue. It will also increase your brand awareness and overall reach as your retargeting ads will be constantly displayed to interested site visitors.
Retargeting ads are synonymous with high click-through rates, increased conversions and creating repeat customers at a very low cost. In fact, retargeting is touted as the most underutilised digital marketing tool by 46% of SEM professionals.
Are you retargeting site visitors that have abandoned their shopping cart before purchasing a product from your site? If not, why not? Have a look through your recent site analytics for how many times a cart was abandoned before payment and ask yourself how great it would be to convert one out of every four of those abandoners into a new customer and a new sale. A significant number of retargeted prospects, 26% to be exact, will return and complete their online check out.
Retargeting builds on trust and familiarity, encouraging previous visitors to further engage with your brand, inviting the opportunity for sequential messaging, which consumers find to be more useful.
Lastly, we advocate complimenting retargeting with Dynamic Creative Optimisation (DCO) We will build your customised dynamic creative ad-tech in-house by our highly skilled and experienced Ad Operations team, but we also offer a white-label solution for Agencies as well. We specialise in all things dynamic and love to push the limits with our technology. And because we wrote our own ad-tech, it’s easy for us to quickly meet your requirements, so you can turn window shoppers into buyers.