Ready to harness the power of remarketing to maximize your advertising ROI?
So today, now that we see the benefits and let’s go over how to get the ball rolling and implement retargeting in your own marketing mix.
In my previous article, I gave you a basic introduction to retargeting aka remarketing, how it works and why you need it, and an overview of how the process overall works. It’s actually really easy.
It basically that comes down to figuring out which retargeting service is best based on your business needs.
But given that there are a ton of companies offering these kinds of services, I’m going to talk about my personal favorites and three of the best known and easiest to use services: Google, Perfect Audience, and ReTargeter
Google’s Remarketing service uses a self-service model of business, meaning you have to set up your remarketing campaigns yourself using various dialogue screens in the Google Adwords interface.
Using Google Remarketing, you place a small bit of code (aka a pixel) on the bottom of the web pages you want to target.
This pixel “tags” visitors’ computers with a cookie and as your visitors browse the web and search for related items, your ad is displayed to them when use Google or even when they are on other websites (provided those web sites are part of Google content network).
You can also create dynamic ads here as well. This means instead of being limited to a preset ad, ads can be generate as a dictated by of your visitors’ behavior.
These ads can take into account which pages your customers visited, or what actions they took on your site.
These ads are then automatically generated and shown to your visitors as they browse other sites on the web.
This form of remarketing works well for mobile users too. They’re tagged when they reach specific sections of your mobile app. Then your ads are shown to them when they use other apps.
Perfect Audience: (my favorite)
Perfect Audience addresses one of the major shortcomings of Google’s Remarketing service by bringing the social network Facebook into the retargeting mix.
One of the biggest advantages of the Perfect Audience platform is that as a service provider, you’re not left to figure out the nuts and bolts of setting up your retargeting campaign on your own.
Using Perfect Audience, a pixel is placed on each page of your site (invisibly to your visitors), which places a cookie in your visitors’ browsers, and ads them to your retargeting list(s).
Google is only one out of many networks included in Perfect Audience’s reach. This allows you to reach a larger segment of the web compared to Google Remarketing.
In addition to presenting those visitors with web ads, you can also show them Facebook Ads as well. This greatly extends your retargeting abilities.
Lastly, Perfect Audience works for web retargeting services similar to Google Remarketing too.
ReTargeter includes web and Facebook remarketing, as do Google and Perfect Audience.
Additionally, this company also includes email and traditional mailing address list retargeting in their services, which is a huge bonus.
Email (and mailing list) retargeting is a powerful way of recharging your mailing list.
Here’s how it works:
You upload a list of your subscribers’ addresses (email or mailing) to their service.
ReTargeter then searches online to see where your subscribers are engaged and sends a cookie to their browsers automatically.
Once this happens, users see your ads on websites they’re engaged on, helping them return to your website and convert.
As a result, you have an ultra targeted way of reconnecting with your prospects. And you can reach specific segments of your mailing list, including those who haven’t engaged with your brand recently.
By sending marketing message across multiple channels (web and email), you consistently reinforce your brand’s offerings and value in the mind of your prospects, thereby increasing your conversion on your site.
The bottom line is that retargeting is a powerful way to get more bang for your buck when it comes to your online marketing efforts. If you’re not doing it, you’re leaving money on the table.
What are your questions about retargeting best practices? Leave a comment below!
Till next time,