Retargeting might seem like a big, serious word. Don’t worry, though – it’s pretty simple when you get right to the heart of it.
The first step on your retargeting journey? A brief explanation.
In the fast-moving world of PPC, more than 98% of people who visit your website for the first time will leave without actually buying from you or even requesting further information. It’s absurd, isn’t it? Who wouldn’t want what you offer?
Even worse, a staggering 80% of consumers abandon their shopping carts before they buy a product; when a customer leaves your site without making a purchase or commitment, you never know if you’ll see them again. Where does this leave you? Out of pocket? Confused? Maybe both?
Though it’s nice to believe your brand makes an impact on everyone who encounters it, you can’t afford to let potential buyers slip away into the open arms of a competitor. You need to lure them back to you with every tantalizing technique you can come up with.
This is where the wonder that is retargeting comes in …
What is Retargeting?
Like we said: don’t be scared of this word – it holds immense power to help you boost conversions and expand your customer-base.
Retargeting involves tagging anyone who visits your site so your ads are presented to them again at a later date, on those sites included in Google’s Display Network. A simple piece of code (a ‘pixel’, if you will) is added to your website in an entirely unobtrusive manner with zero impact on your domain’s performance.
Whenever a new visitor arrives, the code creates an anonymous cookie. When said visitors browse the internet later, this cookie informs your retargeting provider of choice when to present your bespoke ads.
See? We told you it was simple.
This takes the targeting found in Google Adwords even further: you’re not just aiming for people who have entered search terms matching your content, but those who have explicitly shown an interest in your products or services before.
Let’s look at it this way. Imagine you step into your favorite clothes store. You spot several T-shirts and jackets that take your fancy, but you’re not wowed enough to hand over your cash. Maybe there’s a new book you want to pick up instead, or an all-you-can-eat buffet restaurant calling to you from the other side of town (and they have all the pizza and sushi you could ever want … ).
Your refusal to buy doesn’t mean you don’t like the products. Nor does it meant the brand has built a store that’s thoroughly unpleasant to be inside.
No – it just means you’re not quite ready to buy yet. We’ve all been there. It’s understandable. Nobody’s going to judge you for it.
Now, let’s say you walk past the store a couple days later and spot those same T-shirts and jackets displayed proudly in the window, reminding you of what you could have had. You go inside, take another look at them, perhaps even try them on. The sales assistants tell you that, yes, they do look great on you, giving you that little ego-boost you’ve been craving.
Maybe, if the price is right, you’ll finally make the purchase – meaning the store has converted you into a customer simply by advertising those clothes.
This is a decent example of how retargeting works: you’re basically giving prospects a second (or third, or fourth) chance to visit your website by reminding them of the products or services they took an interest in earlier.
What can we do for you?
With regards to ROI, it’s a proven winner: retargeting links you to people who have shown an interest in your offerings already. You’re not just throwing ads out there at the proverbial wall and hoping something sticks – you’re making a deliberate targeting choice.
Any business can benefit from this: it’s a simple, sensible tactic that works.
We’ll work with you to ensure our ads represent your brand with 100% accuracy and authenticity. We’ll nail the tone, the style, and the visual layout to deliver irresistible retargeted ads – your message, your voice, your customers.
We’re always striving to ensure you understand our retargeting services and how they can help increase your conversions. Our team are experienced, friendly, and dedicated to keeping you in the loop at all times. We’ll deliver the most irresistible ads designed to put your brand out there with its best foot forward.
We’ll sit you down and talk you through the most important performance metrics, showing you just how much of a positive contribution your retargeting makes to your digital marketing campaign.
We’ll even buy you a coffee and a bagel (or a croissant, if that’s more your bag).
Want to know more? Get in touch with our expert team right now!