Want to increase your conversions AND get the maximum out of your advertising dollar?
You can, and it’s easier than you might think. They call the technique “Retargeting”.
In a nutshell, “retargeting” allows your ads to follow your prospects around the web so that your ad message is always in front of them.
Yes, I know it makes you sound a little like a stalker, but if you’re in business online and you’re not using retargeting, you’re missing a huge opportunity to increase your conversions and make more money in your business.
In fact, I think it’s so critical that you understand the power of re targeting , this that I’m doing a 2-part series on the topic.
Today, I want to help you understand what re-targeting is, how it works, and some of the different types of retargeting campaigns you can use.
In part two, I’ll go over some of the most well-known retargeting services and compare some of their features and benefits.
What Is Retargeting?
At its core, retargeting is a method of re-attracting and re-engaging with the estimated 98% of first-time visitors who come to your website and leave without converting into paid customers.
Maybe they were the latest person on your web site to abandon the shopping cart check out page, or maybe they just browsed a few pages and left.
However it happened, somehow you attracted their attention and then they didn’t buy from you. This is where retargeting comes in to play.
Looking at the Different Types of Retargeting:
We’ll cover the three biggies first…
This is one of the most direct ways of retargeting, and tt’s especially useful for someone who has abandoned the shopping cart check out on your website.
You simply send an email (or several) to visitors who almost checked out, but instead abandoned their shopping cart during the checkout process. The email you send simply reminds them that they have items in their cart and gives then a simple “call to action” to finish the checkout process.
If you’re retargeting prospects to talk about abandoned shopping carts, approach the topic from a value-added perspective.
In other words, talk about why it’s in their best interest to come back finish the checkout. Give them some incentive to come back by offering a bonus, discount or special offer of some sort. You’ll likely have grateful customers and recover some of those sales.
In this kind of ecommerce retargeting, the visitor sees display ads that based on previous online searches they’ve done on search engines like Google, Bing, etc., whether or not they’ve visited the sites being advertised.
Contextual retargeting looks at the context of someone’s online interests and displays related ads from a network.
In this model, two companies who market to the same group of customers might agree to share their cookie information in a network of companies.
EXAMPLE: Business A and business B both market different products to new moms and participate in a network that shares retargeting cookies.
- New mom Jane goes to BusinessA.com and browses without making a purchase.
- The next day, she visits BusinessB.com, and sees banner ads for the products she was looking at yesterday from Business A.
The bottom line is this. No matter which form you use, retargeting is a powerful tool needed in your online marketing toolbox.
Re-targeting ensures that you get the maximum value from your online marketing by attracting targeted traffic, then keeps your brand or advertising message foremost in the minds of your prospects when they’re ready to make a buying decision.
Stay tuned – in part two of this series I’ll give you a heads up you about several well-known retargeting services you can use to make the process simple and fast.
Until next time,