Do you know that 96% of the people who visit your website aren’t really going to convert on their first visit? And out of that 96%, many of them might actually leave without reading the full content. In this world of digital marketing, everything is about impress the audience. This is where retargeting comes in.
What is retargeting?
Retargeting is also known as remarketing. It’s an essential form of doing advertising and driving traffic to your website, where you can nurture your brand by keeping it in front of all the bounced traffic, even after the visitors leave your website. This is designed for that visitor who does not opt or purchase the product on their first visit. It works like magic most of the time.
The retargeting strategy follows these steps –
- Potential clients are visiting your website.
- But they leave without taking any action.
- When they surf the web, afterwards, your ad display to them.
- Your recaptured ad interests them and brings them back to the website.
- They convert as a client.
Not only that, retargeting allows you to target the specific audience and visitors to convince them to make an offer or purchase off your website. How does this happen?
With the generous help of search engines and social media, you can actually keep track of these ‘targeted’ audience and their needs/wants. Depending on their current lifestyle, you can remind and target them with your ads in order to solve their issues and why the advertised product/service might be the solution.
How does retargeting work?
It’s somewhat a cookie-based practice. A JavaScript tag which is meticulously placed in the footer of a website leaves a cookie in the users’ browser with every visit. The users are then targeted with similar adverts when they visit other sites. This constant resurfacing captures the users’ attention at one point, getting them to ‘click’ on it out of curiosity.
There are a few types of retargeting, however, which are Search, Contextual, and Email Retargeting. For search and email, the users’ will be displayed ads based on what they searched or emailed about, as previously told. Contextual Retargeting is slightly complicated. These are just partnered ads that share their cookies when the user visits similar or competitors’ websites with the same interests.
Everything you need to get started:
These ‘engagements’ can be done on various platforms, so you’re free to take your pick. But the most basic and popular version of these retargeting is via Facebook.
Facebook attracts a ton of advertising potential due to its massive user base. However, other flexibilities revolve around this platform where you can essentially create a brand new pool of audience from scratch and target specific behaviour, interest, and likings. There are options to further divide this pool via Custom, Lookalike and Saved Audience options.
Other viable options for such practices would be Twitter, Pinterest, Quora, LinkedIn, and Youtube Retargeting. While some of these have embedded retargeting options, others need to be done through Google Ads. With the help of Google Analytics, these processes are adequately simplified.
How to achieve greater ROI:
Your goal is to double the amount that you have spent on your ads. That is equivalent to, let’s say, if you spent a dollar on the advert, you would like to gain back $2. That’s the most commonly wanted case, yes? But how can you achieve it? Let’s dig in to understand how ROI works.
1. Focus on targeting and retargeting –
Take your ads to the right audience at the right time. Whether you opt for Facebook or Google ads, it wouldn’t matter unless you chose tactically. Focusing solely on demographics is often not enough. Distinguish them further with the targets’ age, gender, group, location, etc.
2. Focus on your Data –
Every minor details matter. You must pay attention to consequences as to what your target audience is comfortable with. Are they on their phones? Will they be seeing this ad on their laptop? Well, sometimes, for a lot of these questions, the answers are pretty vague. Often these answers are mere assumptions with less to no chance of hitting the spot. So, what to do?
Well, simply, if you’re going in with the least amount of information, let the forum decide. Choose options such as, ‘Automatic Placements’ on Facebook. This simplifies your work, and you can monitor and change your ad placements if necessary.
3. Test your ads –
Utilize your ads to the max! Split them to attract the audiences. Now, how do I split ads, you ask?
Simply, use several versions of the one message you’re trying to pass on. You can opt for different images, videos, titles, audio, etc. However, not all of them might hit home. But if you’re trying out this strategy on Facebook, you’re in luck because Facebook will notify you about the results. Some might work, while, others might not. Crunch down those numbers, and you will have one or more winners!
4. SEO & Keywords –
Let’s be clear; the quantity will not be of any value here if your SEO planning isn’t optimized. A good blend of SEO and the correct keywords will let your ad hover at the top. Focus on the most searched keywords but also don’t overlook the negative ones. By focusing on negative keywords alongside, you can customize your target audiences faster. Isn’t that your goal here, after all?
5. Optimize –
Your ads and website must be synchronized and coherent. Why else would users revert?
Ask yourself if you would ‘click’ on an advert that is a mess and doesn’t portray a pleasant-looking headline, image, or outlay. Put yourself in the visitors’ shoes. A few points to note while doing so would be:
- Using simple yet, catchy headlines.
- Check your website’s loading time.
- Test your adverts.
Conclusion:
Don’t bore your users. Make their stay worthwhile and their reading experience fun!
It’s the only way you can keep them stuck to your retargeting strategies. Compel them, but be sure not to creep up on them. Often such ‘tactics’ of wanting to know more are equivalent to intrusion for some audiences.
Ease it in on them. Remember, with each intrusion, you make them leave, which inevitably drags down your ROI. Hey, thanks for reading this content now we are offering a Free Business Audit. Grab it now.
