Retargeting – It’s Time to Dust Off An Old Favourite
Traffic is the hottest commodity on the web.
Ask any webmaster about their goals, and it’ll usually be to attract more traffic.
It’s a good goal overall, but it’s a little too unfocused.
After all, not all traffic is going to help your site.
While it’s nice to have eyes on your site from halfway around the world, if you’re a walk-in business, it’s not doing you any good.
It might even be damaging your site. Why?
- Someone sitting in Cape Town, South Africa, isn’t going to hop on a plane to have coffee in your café.
- All that extra traffic is using up your bandwidth, forcing you to take out a more expensive hosting package.
- If visitors click off your site in a hurry, it can hurt your credibility with Google.
Perhaps we should amend our view of web traffic.
Qualified web traffic is the hottest commodity on the web.
Now we just have to work out how to get you your share of qualified traffic.
In this post, we’ll look at a way for you to bring targeted traffic to your site.
Retargeting is a marketing strategy that focuses on people who have visited your site, or who searched for your particular keywords.
What Is Retargeting?
Retargeting is a simple marketing strategy.
You place pieces of code, or pixels, on strategic pages on your website.
Then you set up a marketing campaign on the social media channel of your choice. You can also opt for Google Ads here.
When someone lands on that specific page, the pixel springs into action.
It tracks the person’s behaviour on your site, but it doesn’t stop there. When the person leaves your site, the pixel follows them.
It’s here that the magic happens.
The code displays ads based on the parameters of your campaign. Your prospects see ads relating to products that they viewed on your site.
Do Retargeting Ads Work?
91% of marketers agree that it’s a highly useful tool.
One of the reasons for this is that it creates extra touchpoints for your consumer and the product.
Why is this important?
Put simply, a small number of people will buy something on their first visit to a new site.
They need to become more accustomed to the brand and product first.
Is the brand reliable? Is the product the best solution for them?
A touchpoint is any point where the consumer interacts with the brand or product.
It could be a blog post explaining the process behind a product, an ad, or a puff piece about the company.
Touchpoints allow clients to become more familiar with the brand and product.
According to HubSpot, the magic number of touchpoints is eight, depending on the industry you operate in.
Retargeting can be used to create a few extra touchpoints. You don’t have to stick to ads.
You can also link to informative blog posts, videos, case studies, and so on.
Change things up a little to create compelling retargeting campaigns to attract clients.
Want some inspiration for your campaigns? Let’s look at a few campaign ideas to get you started.
Simple Campaign Ideas to Start You Off
Raising Brand Awareness
Part of the battle online is keeping your brand at the forefront of everyone’s mind.
You can create a campaign to do just that.
It’s a simple way to get started and entails targeting all the people who visit your site.
Many companies try this to start with.
It’s a simple way to use this marketing method.
It’s also a complete waste of money. Why?
You’re targeting anyone who visits your site.
That person in Cape Town is going to see your ad.
So too will anyone who clicked on your website by accident. How likely are those people to convert?
Ramp up the effectiveness of the campaign by focusing your target audience more carefully.
You can, for example, limit the campaign to people who are in your general area.
1 – A Reminder Campaign
With this campaign, you create different pixels for different pages on your site.
Naturally, you’ll also have to create separate campaigns for each pixel.
The benefit here is that you can create highly effective, targeted campaigns.
You’re going to set strict parameters for each ad.
You might, for example, exclude people who’ve bought from you.
Better yet, you have the opportunity to target prospects at different stages of the buying process.
Say, for example, that someone reads your blog article on the different types of artist quality paints out there.
They’re interested in learning more about paints.
That doesn’t mean that they’re ready to buy yet.
You could instead create a campaign that drives them to your blog post about the most natural paint mediums for beginners.
You could also show them a video interview with artists on why they choose the mediums that they do.
In other words, give them more information instead of pushing sales.
Once they’ve started looking at the prices of specific items in your store, you can begin a proper ad campaign.
2 – Using Older Web Audiences
Most people believe that it’s best to target prospects that have been to your site recently.
It makes sense that if your prospect hasn’t shown their face for a while, they’re not interested.
That’s an assumption that could cost you dearly.
If your sales cycle is a little longer, it makes sense to revisit those earlier visitors.
Say, for example, that you sell toner cartridges that last for four months.
You could create a campaign that retargets visitors from about three and a half months ago.
Even if they didn’t buy from you at the time, providing a timely reminder could clinch the deal for you.
Perhaps they bought from another company and weren’t satisfied.
Maybe they were going to buy from you but couldn’t remember the company name.
We wouldn’t devote the entire marketing budget here.
There’s nothing wrong with testing the waters, however.
Who knows, perhaps it’s just the tactic you need to boost sales.
One good idea here is to target people who’ve bought products before.
Target them just before the product that they bought is due to run out, and you’ve got an easy sell.
3 – Evergreen Campaigns
It does make sense to target seasonal shopping seasons.
For the rest of the year, though, you should create evergreen campaigns.
These are standbys that won’t change no matter what the time of year is.
The advantage of doing this is that you always have campaigns ready to go.
This comes in handy when you’re time-pressed down the line.
4 – Use a Series of Ads
Who says that every ad has to be the same?
Why not create a series instead, with one leading to the other?
You’ll create five different ads that follow in a logical sequence. You could create a teaser ad to provoke interest.
Set up the first ad to display to people who visited your site one week ago.
The second ad will be set for those who visited your site two weeks ago.
By creating a string of ads in this manner, you’re creating a little bit of buzz. People will pay more attention as a result.
5 – Recovering Abandoned Carts
It’s quite easy to get distracted while shopping online.
Maybe you found a great book on Amazon and dropped it into your cart.
Then your friend phoned and you forgot about it.
Perhaps you decided to see if you could get a better deal elsewhere.
The point is that people don’t always abandon their carts because they’re not interested.
Sometimes they might just need a little reminder.
Why not remind them of what they left in their cart?
You could even offer a discount or free gift for closing the sale.
Using Retargeting Marketing to Improve Customer Satisfaction
Admittedly, this might be a hard sell to the head of the company.
Here you’ll target clients that have just bought a product.
There are a couple of ways to handle this.
You could advertise related products that the client would find useful.
Why not try doing something a little more innovative, in any case?
Why not create a tutorial on how to get the most out of the product?
You could use product placement in the tutorial to highlight the other products.
Another idea would be to review venues in the area where the client can use the product.
Say, for example, that you’re selling skateboards.
Where are good parks for skaters to practice in?
Consider creating a roundup showing someone using your products at each spot.
This approach will earn brownie points with your client because you’re providing useful information.
For them, it won’t seem like a solid advertising push at all.
Even if they don’t decide to buy, they’ll leave with a warm, fuzzy feeling about your company.
Retargeting is one of the older marketing techniques.
It’s time to dust it off and use it.
It’s a highly effective technique that can be approached in many different ways.
Used correctly, it’ll boost sales and make you look like a rockstar to your client.
Author Bio: Andriana Moskovska is a content curator and contributor at DigitalMarketingJobs.io. With a passion for tech and marketing and a degree in English Language and Literature, she always manages to deliver well-researched and impeccably written content. When she’s not writing her next piece, you can find her immersed in some of the classics, or planning her next trip.