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Retargeting

It’s great to have website traffic, but it’s nothing unless you generate leads and sales.

So, how do you truly get the most out of it?

If a visitor leaves your website without taking action, there’s a 97% chance that they won’t come back.

But, what if they were close to completing your form, or buying? 

What if they just needed a little nudge? How, exactly, do you get them back?

That’s when retargeting comes into play. And, while it’s not guaranteed to land you your next sale, it is a great way to give yourself another chance. In fact, 26 percent of customers return to a website through a retargeting ad.

Every effective marketing campaign does it in one form or another, and you should too.

Let’s break it all down.

 

What is retargeting?

 

Think about the last time you did some research online before buying something. Maybe you looked for a new pair of sneakers, but didn’t know which ones you wanted.

Then, you found a brand you liked, and even a particular color and style that caught your eye. But, you weren’t 100% sold on them. 

So, you left the site.

You probably surfed the web some more, when all of the sudden, it appeared: an ad for those exact same shoes.

That’s no coincidence. You were retargeted, which might have pulled you right back into that company’s sales funnel.

Retargeting is behavioral marketing, which means it’s designed to target people after they’ve taken some sort of action – clicking on an ad, completing a form, etc.

When someone lands on one of your web pages, it’s not by accident. They searched for something, and whatever you offer caught their eye.

Even if they don’t buy now, you want to remind them about your brand, product, or services even after they exit. That’s because there’s a good chance that they’re still interested in the idea of buying, but you didn’t quite sell them the first time around.

Maybe it was a bad time. 

Maybe your first landing page didn’t offer enough value.

Or, perhaps they’re simply in the research phase of their decision. 

Whatever the reason, it’s important that you stick with it – especially if that potential customer placed an item in their cart, but abandoned it. Retargeting reduces abandoned cart rates by as much as 6.5%. 

It happens all the time. People search around for that “perfect deal,” hopping from site to site, comparing prices, models, and features.

In fact, studies show that 81% of customers spend a significant amount of time researching products online before making a purchase. These days, it’s a normal part of a customer’s journey.

It’s also the reason why retargeting differs from traditional advertising methods.

 

Normal Advertising Vs. Retargeting

 

On average, normal advertisements yield a click-through rate of about .07%. 

However, retargeted ads yield a click-through of .7%. That’s ten times higher.

For standard ads, you want to reach a wide audience base and introduce people to your brand. 

Essentially, it’s cold advertising, or getting in front of people when they’re not actively searching for your product.

Sure, you target specific demographics, but you’re still reaching large numbers of people with the same message. You’re taking a chance that your ads will land in front of the right people at the right time.

However, that also means you’ll spend more money in testing, and there’s no guarantee of results.

It’s brand advertising, in a sense, because your goal is just drive traffic to your site in the first place, hoping that your message resonates. You’re getting your name out there. And, that’s not all bad…you want exposure and name recognition.

On the other hand, retargeting is hyper-focused. It’s directed to that important segment of people who already visited your site and took specific actions. They clicked a link, visited a page, or signed up for your blog.

Usually, you track those actions by using a “pixel,” a snippet of code placed on your web page. It’s invisible to viewers, but gathers all sorts of important data.

With each pixel, you’ll discover ad click rates, how much time users spent on your pages, which items they clicked, and much more.

 

Is Retargeting Effective?

 

To put it simply: yes, retargeting is very effective.

Recent statistics show that 3-out-of-4 people notice retargeted ads. In a world where people are increasingly better at blocking out ads, it’s a huge way to gain visibility.

And, with abandonment rates averaging 70% (and a whopping 85% on mobile devices), you want to do everything possible to encourage the sale’s completion.

Entice those people to come back with retargeted ads that, perhaps, offer a free shipping discount code. Or, maybe even $10 off with purchase.

Sometimes, to close the deal, you just need some incentive.

And, keep in mind retargeting isn’t just about ads. If someone is subscribed to your email list, send automated reminders with product-specific offers.

 

Bringing it all together

 

To get the most out of your advertising, set up retargeting. 

Make sure that your visitors and customers remember both your brand and your products. They’ll remember you and, if they buy, they’ll recommend you far more often. 

Use retargeting after the first sale as well. It’s a gentle reminder that you’re there for them when they’re ready. And, it provides powerful brand recognition. 

At the end of the day, your marketing can and should bring you results. With retargeting, that’s exactly what you’ll get!

If you like what you read and want to learn more, check out the Content Marketing Pro course. We’re offering a free mini course today, which shows you how to structure your website for lead generation, and how to build your brand on social media.

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