What is Retargeting?
Retargeting is a form of online advertising where the advertising is targeted to consumers who previously interacted with your website. Retargeting enables you to remind your customers of the products and/or services you offer after they leave your website without performing a specific action, such as a purchase. This strategy allows you to show your visitors relevant ads when they visit other sites. Retargeting can work with various marketing channels, including websites, social media, mobile apps and key word search targeting.
Why is Retargeting Important?
In a perfect world, every potential consumer that visits your website would convert to a client. The reality is the opposite. Luckily, retargeting can help increase your number of conversions. Retargeting reminds visitors of a product or service they recently looked at while they were browsing the Internet or social media.
By using this technique, you can choose from a variety of ways to segment audiences based on their traits or behavior in order to properly retarget them with specific ads to help drive more conversions. Retargeting is a very useful technique to reach customers who have already indicated they are interested in your business, service or products.
4 Different Types of Retargeting
1. Website Retargeting
A strong website can make or break your online presence and business in general. Before you think about website retargeting, it is important to take a look at your current website and make sure it is user friendly. A low quality website could deter potential customers from finding the information needed.
Website retargeting is a form of online advertising used to capture potential customers who did not take a predefined action during their visit to your website. This method allows you to retarget people who previously visited your website with ads that show up on websites other than your own.
When retargeting these individuals it is important to have a strategy while doing so. Retargeting everyone who visited your website with the same type of ad will not be as effective. Consider grouping together visitors based on the page of your website they visited.
2. Social Media Retargeting
Social media retargeting is very similar to website retargeting, but the ads will be restricted to just social media platforms. If someone is browsing a specific webpage on your website, leaves, and then browses a social channel like Facebook, you can retarget them on that platform with ads relating to the webpage they were looking at.
3. Mobile App Retargeting
When it comes to mobile apps, engagement and retaining valuable users is the key to a successful application. So how do we improve these metrics? Retargeting.
Retargeting campaigns allow you to bring back users who have installed your app, but stopped interacting with it over a certain period of time, or users who have visited your app’s landing page but have not downloaded the app. Instead of spending money on a new user who may not convert, you can use it more effectively to retarget those potential customers that visited your app landing page and display targeted ads to reactivate lapsed users.
4. Search Retargeting
Search retargeting is targeting display ads to a user as they browse the internet based on the previous keywords they have entered in search engines. When setting up a search retargeting campaign, choose specific keywords that relate to your business. This type of advertising is very successful because it uses intent to connect with customers. Although sometimes the customer may not know about your business, they are searching for something specific that your business provides.
Because search retargeting ads are served on a display inventory and not search inventory, the pricing is not dependent on keyword competition, which makes it a profitable solution for advertisers who are using highly competitive keywords.
Points Group can help with all your marketing needs, including retargeting campaigns. Contact us today to discuss options with one of our marketing specialists.