What is retargeting?
Retargeting, also called remarketing, is a powerful and cost effective way to convert window shoppers into buyers. For most websites, only about 2% of users convert or take the desired action on the first visit or touch point before leaving your site. Retargeting is a great way to bring back the other 98%. Retargeting works by keeping track of the visitors who come to your website, and then displaying your personalized, retargeting ads to those visitors across the web as they browse and visit other websites online. A large portion of the time, many non-converting visitors don’t leave because they had no interest in what you were offering. It’s more that these people get distracted, want to check out what the competition can offer or sometimes they were just curious. You can target a variety of past visitors, including those that…
- Did not convert
- Signed up for an email newsletter
- Abandoned a shopping cart
- Sign up for a subscription
How does retargeting work?
Why is Retargeting so Effective?
Retargeting can be effective for consumer products, B2B companies and other markets with longer sales’ cycles. Retargeting can help generate greater online sales by keeping your brand front and center and bringing “window shoppers” back, when they have made up their mind to finally buy. Each time a potential customer views your retargeted ads, your brand is gaining more traction and recognition. The increased conversions and high click-through rates, which are typical with running retargeting campaigns, underscore the value of good branding and repeated exposure. Just like other types of paid search advertising, you bid to have your ad shown and displayed to them,
Vab Media will help you get the most of your efforts by using a wide variety of retargeting platform parameters, including optimizing the “whens” and “hows” of the method your retargeting ads are displayed. And, there is the cost question….well, cost is usually significantly lower than a PPC ad. As a result, retargeting is an easy and cost effective way to reel in potential leads you might have otherwise lost or never converted.
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Retargeting Best Practice Tips
- Retargeting works best when you segment your visitors (eg. people who like jackets vs. people who like shirts.) Tailor your retargeting ads shown to each group or choose to not retarget them at all (eg. people who cannot be converted.)
- The best performing retargeting creative instance has a clear call-to-action.
- Different products warrant different retargeting time frames. For example, people shopping for airline flights should be retargeted immediately; people shopping for expensive luxury goods should be retargeted at a slower pace…if your company has to choose between one or the other.
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Retargeting Channels & Alternatives to Google
The Google Display Network is massive and retargeting through Google is an incredible way to stay top of your visitor’s mind. Google allows you to tailor your remarketing ads based on the specific products and pages a user viewed during their visit to your site. As a result, you can design tailored ads that target specific audiences and demographics to increase your conversions and revenue.
For eCommerce businesses with hundreds of products, creating an eCommerce retargeting campaign using traditional AdWords remarketing is near impossible to build, yet alone maintain.
On the other hand, dynamic retargeting allows you to create a single, easy-to-update product inventory feed that places retargeting ads based on the exact products your users have viewed. As a result, rather than showing a duplicate or generic remarketing ad for your business, the user will see a product ad for specific items they’ve already looked at—automatically!
Facebook has about 1.5 billion users. Twitter has almost 300 million users. Chances are, you can find a lot of your non-converted traffic on one of these networks. With social retargeting, your ads show up on the social network feeds of previous visitors to your site. This combines the benefits of remarketing and audience segmentation with the flexible, personalized ad messaging offered by social advertising. That is a double win!
Attract new customers with eye-catching ads- that’s how great campaigns start. Vab Media Digital Agency, understands that customer journeys, on the path to purchase online, do not start and end with the first click on a PPC ad. They can span multiple touch points across several devices and your audience needs to be nurtured and educated sometimes.
Brands can win by using and integrating multiple platforms and targeting ads for maximum effect. We ensure to apply attribution modeling analytic’s to your data; that we’re capturing to take into account all consumer touch-points, not just the first or last one interaction. Our goal is to help our clients generate qualified leads and conversion at the most efficient cost-per-acquisition CPA.