We all understand that not all visitors to your website make a purchase or enquire about your products/services. Utilising a retargeting strategy as part of your digital marketing allows you to re-present your services/products to those visitors that didn’t convert.
By using retargeting tags on your website we are able to keep track of people who have visited and not converted. When they move off from your site we are then able to display pictorial adverts across the internet to them, enticing them to come back to you to enquire/purchase.
According to Google data adding a retargeting strategy to your campaign can see up to 5% increase in the number of conversions you receive.
How does retargeting work?
The main retargeting vendor – AdRoll places pictorial banner ads in front of your potential customer to re-engage with them with the aim of getting them to return to your site. As AdRoll works with the largest ad exchanges, the retargeting ads can follow your customers pretty much anywhere on the internet and can even include their Gmail account.
Why is retargeting so effective?
Retargeting attracts much lower costs per click in comparison to PPC thus making the conversion cost far cheaper.
Retargeting generates greater online sales by keeping your brand front and centre.
Retargeting Best Practices
To maximise the retargeting ads, they should include clear call-to-action and promotes an offer.
Equally varying the timing of retargeting may also help the visitor come back and convert (for example – people shopping for holidays should be retargeted immediately; people shopping for luxury goods should be retargeted later.