Creating ads that bring prospects to your site and encourage conversions is fundamental for any successful digital marketing strategy. But you need to have a plan for visitors who leave your site without converting. It’s not ideal, but it happens — research by our Orange County PPC team shows that more than 98% of people visiting your site for the first time will leave without buying or requesting information. And that’s why retargeting ads are a must.
What are Retargeting Ads?
Retargeting ads revolve around cookies stored on your browser when you visit websites. You’ll start to see ads promoting specific sites after you leave: the goal is to capture your interest and bring you back to complete the desired action down the line.
Why Should You Use Retargeting Ads?
Increase Brand Awareness
Customers may not know much about your business when they visit your site for the first time. They might click on a link in a YouTube video description or a friend’s social media post and end up browsing your products. And if they leave your site within seconds, they might still have little knowledge (or interest) in your services. But retargeting ads can help them understand your company better and keep your brand in their minds. They’ll be more likely to return to your site when they need the products you provide, based on this knowledge.
Make Your Advertising Money Go Further
When you spend money on retargeting ads, you’re reaching out to customers who have already visited your site and are closer to taking the desired action. That means a combination of ads designed to generate new leads and retarget existing ones can help your advertising expenses go further.
Retargeting Ads can Increase Click-Throughs
Retargeted customers are three times more likely to click on an ad than those who have never interacted with your business before. That’s because they’re likely to have some awareness of your company and products, so they know what to expect when they click. It’s less of a risk than clicking on an ad for a brand that’s entirely new to them.
Customize Ads Based on Different Audience Segments
You can build retargeting ads to appeal to specific groups within your audience based on location, age, purchase history, etc. That means you can make ads more relevant to different segments and increase the likelihood of attracting clicks. Displaying ads that appeal to a customer’s personal interests and pain points will give you an edge over more generic ads.
Identify Where Your Most Valuable Retargeting Ads are Placed
Retargeting analytics reveal where your ads are being placed, how they perform, and other types of key data. You can study this information to discover which retargeting ads are most valuable to your campaigns and which need to be revised.
These 5 points demonstrate why retargeting ads can play a huge part in a comprehensive digital marketing strategy. But it can be difficult to implement retargeting ads by yourself — so leave it to our Orange County PPC specialists instead! Our team is here to help you reach your target customers with bespoke campaigns. Get in touch to find out more!