If you run a business long enough, you will notice that not everyone who comes to your business or visits your website buys from you. It is estimated that only about 2% of your online visitors will convert on their first visit. All this might sound like bad news, but there is some good news too; even though all the other visitors who do not buy from you leave, that does not mean you cannot get them back. Welcome to retargeting!
What Is Retargeting?
Retargeting is where you serve ads and other advertisement material to people who have already visited your business or business. Retargeting can also include people who are already in your database. Retargeting is based on the idea that if you visit a website or business, you are likely interested in their products and services. Therefore, you would not mind seeing an ad for the website’s or business’s products and services in the future.
Why Should You Be Using Retargeting?
Retargeting can help you grow your brand. One of the main criteria used to define you as a brand is when you become instantly recognizable by customers. It also happens when you become the first business or company people think about when they want to purchase certain goods and services. Retargeting helps you achieve both of those things by constantly reminding your visitors of your business and what you do.
Retargeting can save your business money. When you advertise without a specific target, it is likely the people who see your ads are not interested in your products or services. Retargeting ensures that everyone who sees your ads is highly likely to be already interested in your products and services and all they need is a gentle nudge to enter the sales funnel.
Retargeting can introduce you to new customers. When someone visits your website by mistake, they might not find what they are looking for and leave. Through retargeting, they might come into contact with an ad for the specific product they were looking for earlier.
Types of Retargeting
There are two main types of retargeting:
- List-based retargeting – This involves retargeting someone whose information you have in your database. List-based targeting can also use lists from other campaigns where people gave you their contact information. List-based retargeting is less common than pixel-based retargeting but it is highly effective. This is because you are able to target people depending on which lists you add them to. List-based retargeting is also labor-intensive and takes up a lot of time as it is almost impossible to automate.
- Pixel-based retargeting – This is the most common type of retargeting. This type of retargeting uses a cookie, which is a small piece of code that is placed on the customer’s device when they visit a website. When they visit a new website, that cookie alerts any retargeting platforms they use to serve them specific ads that are dictated by the websites they have already visited. Pixel-based retargeting produces better results as ads can be served at anytime and anywhere on the internet. They are also highly-effective because visitors are shown ads they are interested in, which improves the efficiency of your marketing campaigns.
Retargeting on Mobile
There are many different areas where visitors can see your ads, and one of them is on their mobile devices. When a company is doing mobile geo-targeting, it usually focuses on mobile phone users in a certain geographic area. These users, because they have already shown an interest in the area where a business is located, can be retargeted later. This allows your business to hold the mobile user’s attention for longer.
If you want to learn how you can enhance your advertising campaign, you can get a consultation here from LNP Media Group. This company has modernized the way they approach advertising to ensure you get the best value for every dollar spent. They craft successful, highly-targeted advertising campaigns for businesses and brands like yours, providing all-in-one marketing and advertising solutions.
Retargeting Should Be Part of a Larger Campaign
Retargeting on its own is not very effective. Remember that the main aim of advertising is to be as visible to your target audience as you can. This is why retargeting should be used in conjunction with other marketing strategies. These strategies include content marketing, email newsletters, other targeted ads, as well as offline marketing.
It is also important to remember that even though retargeting can help you convert a lot more people, it cannot bring them to your website for their first visit. Other tools must, therefore, be used to drive people to your website for their first visit, where the cookies needed for retargeting can be downloaded onto their computers or mobile devices.
If your business is not using retargeting as part of its marketing strategy, it should be. Retargeting helps convert visitors who did not buy from your business or website the first, second, or even third time. The good news is that retargeting is relatively inexpensive on most platforms.