Retargeting is also called remarketing, it is the process of trying to convert ‘bounced’ website visitors into leads or sales or similar conversion. General consensus is that on average, around 2% of site visitors actually convert into a lead, a sale, or a booking. That’s a whopping 98% of site visitors who view your website that take no, or little action.
Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
Google Adwords definition
Retargeting provides a discrete, unobtrusive mechanism by which you can ‘have another go’ at making a sale or securing a lead through displaying follow-up adverts to the audience that left your website after the initial visit without purchasing. You have maybe seen this happening before. Have you ever looked for something like lightbulbs on Amazon, to then find you start see lightbulb adverts from Amazon while using Facebook? That is retargeting!
Above and the beyond the 2% conversion you should hope to see from first-instance site traffic, hubspot research indicates that retargeting can increase site visitor conversion rates up to between 6 and 12%, that’s potentially 5x the average site visitor leads, sales, bookings or conversions. A well designed, properly configured digital marketing campaign then has the potential to convert 1 in 10 visitors – those are results you can’t ignore!
THE NUTS AND BOLTS OF RETARGETING
So, how do you set it up then? The 2 most popular retargeting methods are:
- Search engine ads (most notably Google Ads) – Google provides an ability to show adverts to your website visitors after they leave your site, placing relevant content that you provide into advertising space in search results, banner ads and other on-page advertising space as your bounced website visitors goes on to explore the web, all designed to navigate them back to your website giving you an opportunity to change their mind about having left in the first place without a purchase or a signup etc.
- Social media retargeting – Facebook, Instagram, Linkedin and Twitter all provide a retargeting pixel or tag that can be embedded into your website allowing retargeting through their various advertising platforms. Pixels or tags are small code snippets that generate cookies which are acquired by visitors to your website and log information such as: whether they leave without action, whether they viewed specific products or services and how much time they spent on particular pages. These cookies then indicate to the various social media platforms who (depending on your advert criteria) would be best being served retargeting adverts for another attempt at conversion.
Facebook (and some of the other social networks) also provide a function through their advertising platform for you to target adverts at other users of that social network with whom your business has already had an interaction, for instance, showing adverts to people who have liked your page or who follow you. This obviously doesn’t involve a pixel, cookies or tags but can have great returns as these recipients likely already engage with your brand, may have used your products or services already or know someone who has – although it does little to increase your audience beyond the size it already is.
Retargeting is now widely accepted as the defacto online marketing method for a variety of national and international retailers as the results, especially for product sales, far exceed PPC or basic audience marketing techniques. Watchfinder, the online watch market, reportedly refined their retargeting campaigns to provide a 1300% ROI which is staggering from a marketing spend perspective. For every £1 they spent on marketing, including the setup, monitoring and maintenance of same, they saw a return of £13 – there are few other sustainable opportunities to increase revenue in that manner with day-to-day online marketing.
Retargeting can be effective for any business of any size that has the capacity to create some kind of lead from website traffic, it’s not just the large retailers that can deploy this powerful marketing method.
Retargeting isn’t strictly just for conversions either, whilst that’s the easier objective to measure due to clear metrics (sales, conversions, etc.) retargeting also provides an opportunity to improve brand or product awareness and brand affinity through the reinforcement of brand messages or expanding upon product or service descriptions. The best example of this approach in use is via video sharing platforms such as YouTube where a product manufacturer can target an audience that viewed a product on their website without purchasing. The product manufacturer may choose to show a video advert about how it works, or someone using it in a real life situation to increase that prospective customers awareness of the product they viewed earlier. For non-impulse purchases this is definitely a better application of retargeting, removing the hard sell from the equation and empowering the prospective customer with all of the information they need to make an informed sale after some consideration.
SETTING UP YOUR CAMPAIGN
There are obviously a number of moving parts that need to be considered when setting up a retargeting marketing campaign, including:
- A great product or service to start with, or an inviting reason to part with personal information if data capture is your objective
- A properly formatted website, with a high-converting landing page (retargeting is great but we also want to get the most number of first instance conversions too!)
- Knowledge about your target market or intended audience
- The ability to create engaging advert content
At Highland Graphics we can assist with all of this to get you setup and converting leads without delay. From an initial consultation, to amending your website to include relevant pixels or tags, to the monitoring and feedback on how the campaign performs – contact us to enquire about helping get your campaign off the ground.
Credits: Instapage.com, retargetter.com, hubspot.com