Retargeting is a powerful element of digital marketing every business should take advantage of.
Retargeting is your chance to bring back those prospects who left your site without converting, via the power of the humble cookie and display ads. When done right, retargeting ads will prompt a portion of visitors to return, some of whom may actually make / complete their purchase.
Below, we look at four effective retargeting techniques you can use to encourage prospects back to your site.
Expanding your Reach through the Display Network
Google AdWords gives you access to retargeting through the Google Display Network.
You can use cookies to track visitors and target them with ads later on, as they browse sites within the network. According to Google, you can expect to reach as much as 90 percent of internet users across the globe.
Google allows you to refine your retargeting in detail, giving you good control over how you reach out to unconverted visitors.
Bringing Users Back Through Facebook
You can retarget prospects on Facebook via the Custom Audiences feature. You can display your ads to users based on Customer Lists, Website Traffic or App Activity. Customer Lists lets you advertise to people by matching emails, phone numbers, or Facebook user IDs with Facebook accounts.
Website Traffic involves retargeting users who visited your site or specific pages, while App Activity targets people performing certain actions in your app.
2.5bn people use Facebook’s apps (Facebook, Instagram, WhatsApp and Messenger), and retargeting lets you reach a huge audience.
Embracing Video Engagement
YouTube enables you to run ads to specific users in an attempt to bring them back to your site for that all-important conversion. Just link your Google Ads account with your YouTube one and you’ll be able to reach viewers based on certain criteria.
Multiple ad formats are available for YouTube retargeting, including in-display and in-stream. Video ads can be more visually engaging and convey information about products / services more quickly than text.
Enticing Prospects via Emails
You can retarget prospective customers through email campaigns, whether you’re reminding them that they have items in their basket ready to be purchased or displaying products they showed an interest in.
You need to make retargeting emails personal. Address the user by name in the subject line and content, and consider offering a small discount on products in their basket. If someone were still considering the purchase, the reduced price could sway their decision.
It’s important that you don’t bombard people with emails, though. Be careful to limit these or you risk making recipients feel frustrated and, ultimately, sick of your brand.
This is true of all retargeting. Frequency caps enable you to prevent your customers becoming overexposed to ads, so make good use of them.
As an experienced Orange County digital marketing agency, we can use use retargeting to coax visitors back to boost conversions. Want to talk it through with one of our experts? Just give us a call!
