An effective lead generation strategy brings prospects to your site.
But what if they leave without signing up for your newsletter, buying a product, or taking another key action?
This is where retargeting comes in.
What is Retargeting?
Retargeting uses a tiny piece of code to display ads for your site across other pages within the Google Display Network. This helps you to reach former visitors across thousands of different websites.
Consumers presented with retargeting ads are 70 percent more likely to convert, and are three times as likely to click on ads than prospects with no history of interacting with your site.
But how do you use retargeting to engage customers and bring them back to your brand?
Limit Your Ads’ Frequency
Place a cap on the frequency of your retargeting ads to avoid frustrating customers and reducing their likelihood of converting.
Only Retarget Potential Customers
Avoid displaying retargeting ads for products or services that users have already purchased. Showing the same ads over and over could drive customers away.
Test Your Retargeting Ads
Leverage A/B testing to identify the best retargeting ads to bring customers back to your site. Diversify your headlines, copy, images, CTAs — see which performs best. You can learn a lot about your audience with this tactic.
Advertise Products You Know Customers Want
Google Ads’ Dynamic Remarketing is ideal for retargeting customers with products or services they’ve already shown interest in. For example, if a prospect explored a specific line of designer handbags on your site, you can showcase them to make ads more relevant.
Offer Discounts or Free Shipping
Lure customers back with a discount or free shipping (maybe both). This can be as low as 10 or 20 percent — anything to incentivize their conversion. Free shipping was named the top motivator for 90 percent of online shoppers, so it could make all the difference to your ads.
Try Cross-selling to Customers
Another way to bring customers back is to cross-sell products that complement a previous purchase. So, if they’ve bought a smartphone from you, a special offer on a matching case might tempt them.
Use Limited-time Deals to Create Urgency
Making deals available for a limited time only creates a sense of urgency and appeals to customers who don’t want to miss out on a bargain. Research shows that including a countdown timer when promoting limited-time sales can boost conversions by more than 8 percent.
Keep Your Copy Focused
You have limited space for copy in your ads. And as the audience has interacted with your site already, you can focus on reinforcing their interest in specific products or services rather than introducing them to your brand.
Emphasize the discounts/offers and how the product/service will improve the buyer’s life. Keep it simple but irresistible.
Want to Make the Most of Your Retargeting Campaign?
Our Orange County digital marketing agency can help your business maximize the value of leads and bring customers back to your site through tailored retargeting.