For most websites, only 2% of their traffic actually takes the desired action before leaving the site. After everything it took to get them to the site, they just leave.
A significant portion of the time, non-converting visitors don’t leave because they aren’t interested in the offering. They often get distracted, want to check out the competition or were simply curious. But once they leave, they’re gone.
Retargeting—also known as remarketing—allows websites to keep their products or services in front of customer who left without converting. Done right, retargeting is an ongoing reminder that, “Hey, you were interested in this…give it another chance!”
How Does It Work?
With the right snippet of code on your site, you can drop an anonymous cookie onto the browser of any new visitor. That cookie lets a retargeting platform like Google know that the user has visited your site and triggers your ad in various places throughout the platform’s display network.
This is especially effective for B2B companies or other markets with longer sell cycles, such as higher education or recruiting. To ensure that you get great results, most retargeting platforms feature a variety of parameters you can set to optimize when and how your retargeting ads are displayed.
Like other forms of paid advertising, you bid to have your ads shown, but the cost for remarketing is usually quite low. As a result, retargeting is a cheap and easy way to reel in potential customers you might have otherwise lost.
In addition to the Google Display Network, there are several other places where you can use retargeting to drive traffic back to your site.
The Google Display Network is massive and retargeting through Google is an incredible way to stay top of mind.
Google allows you to tailor your remarketing ads based on the specific products and pages a user viewed during their visit to your site. As a result, you can design tailored ads that target specific audiences and demographics to increase your conversions and revenue.
For eCommerce companies with dozens or hundreds of products, creating an eCommerce retargeting campaign using traditional AdWords remarketing is nearly impossible to build or maintain.
On the other hand, dynamic retargeting allows you to create a single, easy-to-update product inventory feed that places retargeting ads based on the exact products your users have viewed.
As a result, rather than showing a generic remarketing ad for your business, the user will see a product ad for the specific items they’ve already looked at—automatically!
Facebook has about 1.5 billion users. Twitter has almost 300 million. Chances are, you can find a lot of your non-converted traffic on one of these networks.
With social retargeting, your ads show up on the social network feeds of previous visitors to your site. This combines the benefits of remarketing and audience segmentation with the flexible, personalized ad messaging offered by social advertising.
Get More Out of Your Digital Marketing Campaigns
At Donalds & Charleston, we recognize that online marketing doesn’t end with a click on a PPC ad. Your audience needs to be nurtured.
By integrating multiple platforms and targeting ads for maximum effect, we ensure that we’re capturing every possible conversion for our clients.
To find out how we can use retargeting to get the most out of your site traffic, contact us today!