What Exactly Is Retargeting: The Truth Behind Those Annoying Ads That Follow You Everywhere
Have you ever wondered about those ads that seem to follow you around the internet? We’re talking about that ceiling light you saw online that looks perfect for your bathroom remodel that you sent to your partner, and now both of you are still seeing it days later as you scroll Facebook or read an article. It’s like a constant reminder from your FBI guy that the bathroom remodel is not done.
These ads are a retargeting strategy which can help keep your brand in front of the people who’ve visited your site and left without purchasing. Many clients are hesitant to invest in this strategy because it seems creepy or annoying. And, while we may not be able to change your mind about that, what we can tell you is that it works. In fact, data suggests that consumers are 70% more likely to convert when they are being retargeted.
Data also tells us that less than 5% of site visitors will convert on their first visit. That means that 95% or more are likely to go on researching several of your competitors, often across various platforms including websites, social media, and Google listings to name a few. So, if you have any doubt whether this strategy is necessary, we hope we’ve done our part convincing you that it is.
How Retargeting Works
Retargeting involves placing a pixel, an unobtrusive piece of code, on your site, either on certain pages or across the entire site. As users visit the pages you’ve placed the pixel, data is stored, and an audience is created. As people in your audience visit other sites in the networks you are running retargeting ads, they are shown your ads.
How Is It Measured
This strategy is so effective because it focuses your advertising spend on people who are already considering a purchase or commitment. They are familiar with your brand and have demonstrated interest. This paired with the fact that retargeting gives credit to both click-through and view-through conversions means the ROI is often higher than most other digital marketing efforts. We think that’s a win win.
So, Should You Consider Retargeting As Part of Your Marketing Strategy?
Retargeting is most powerful as part of a full funnel digital strategy.
First, you need to attract your target audience with inbound strategies like content marketing, social media, SEO, and PPC (pay-per-click). Then you are able to re-engage your website visitors with a retargeting campaign until you get the action or conversion you’re seeking.
Combining retargeting with other remarketing efforts accelerates the timeline and allows you to nurture the relationship, or build a loyal follower after the conversion.Have we piqued your interest? Contact us to learn more about how we can develop a complete digital strategy that works best for you.