As a business, you want to make the most of your website. When you look at the sales funnel, there are a number of reasons why website visitors will walk away from it. This can include the desire to “just browse,” they aren't ready to signup, or they are comparison shopping. Retargeting is a great way to show ads to the visitors directly, even after they have left the site.
What is Retargeting?
Many businesses are unaware of what retargeting is which can make it a really effective marketing channel. When you are on a website and you see ads sprinkled throughout other websites that you have visited in recent days, it’s not fate. It’s retargeting at work.
It works very simply. A small code is added by a business to their website, and then a cookie is placed into the browser of every visitor. They become part of the audience list. This allows an audience to be created for a campaign to be aimed solely at these individuals. So in short, anyone who visits your site would then start seeing ads for your business about the web.
Top Reasons to Retarget
You have done your part by creating a product or service and have spent a lot of marketing efforts to get the visitor to the site in the first place. This form of advertising simply allows you to get a second or third opportunity to convert.
Below are some of the top reasons why retargeting can be such a powerful marketing move.
1. Convert a Visitor
Retargeting is particularly strong because it only targets the people who have already visited your site. They have been exposed to your brand and likely visited the site in the first place because they were interested in what you had to offer. They can be persuaded through continued marketing.
Retargeting allows you to market to those who got away so they can become a part of the sales funnel once again.
2. Promote Popularity
Most consumers don’t know what retargeting is or how it works. As a result, they get the impression that you are wildly popular because “we see your ads everywhere.” Many people need to see a marketing message or a brand several times before they make the decision to buy, and when people see the ads that have been placed there as a result of a retarget, it can result in a conversion, even if it takes a while for a person to make the connection and come back to complete the sale.
3. Improve the results of your existing marketing campaigns
You want to get a high return on investment for your marketing campaigns and when you can retarget, you're sending out a reminder to ensure people take advantage of what is being offered to them through the campaign.
If you're already putting effort into SEO, PPC, email marketing, social media or any other marketing channel, retargeting gives you an opportunity to make sure you efforts don't go to waste. So if you're already spending money on AdWords clicks, you might as well put in a little more to get another chance at converting those clicks.
4. Upsell and Cross-sell
You may want to place a retargeting pixel on a conversion or “thank you” page. This will allow you to build high value users in an audience list. If you have a new offer or a new product to sell or an add-on service that they might benefit from, there’s the possibility of converting them all over again. It can be a great way to push your campaigns further.
Your End Game
A first impression needs to be a good one. However, when you take advantage of retargeting, you also have the ability to make a second and third impression…and potentially even more than that.
We're in a competitive world and if you want your business to thrive, it’s important to maximize the marketing that you're doing. When you can convert more of your prospects through some advertising, it’s a huge benefit. Retargeting gives your campaign an extra glance to help with that conversion.