Have you ever added a product to your basket and then stumbled across an ad for the same brand or product the following day? This is known as “retargeting”. Retargeting ads are a very popular form of digital marketing and for good reason. They’re a great way to reach those who have already shown interest in your business to generate more conversions.
Here at VerriBerri, our experts are well-versed when it comes to creating remarketing campaigns. From construction to fashion brands – you name it, we’ve seen it! As markets are becoming even more oversaturated, advertising campaigns must be top notch to make a long-lasting impact.
What Is Retargeting?
Retargeting is a technique used in paid marketing. It allows you to serve ads to individuals who have already visited your website or shown interest in your brand, but not taken a specific action. It’s one of the best marketing methods to increase conversion rates and ROI. After all, past visitors are already familiar and intrigued by your services, so they’re much more likely to become customers.
Remarketing VS Retargeting
“Remarketing” and “retargeting” are terms often used interchangeably. Whilst they do share some similarities, there are some important differences to note.
The main difference between remarketing and retargeting is the strategy used. Remarketing collects the information from users and creates lists to later send them emails. On the other hand, retargeting is about serving ads to visitors based on browser cookies.
Both remarketing and retargeting ads are extremely effective. This being said, a combination of both may the best way to boost your online conversions.
How Does It Work?
If you already use Google Ads for pay-per-click, then you’re already one step ahead! Once you’ve got your advertising campaign up and running, you need to add a small snippet of code, also known as a pixel or tag, to the back end of your website.
Whenever somebody visits your website, they will be added to your retargeting list via an anonymous browser cookie. When the visitor next browses the internet, if they’re on another site that allows for display or native ads from Google Ads, the system will serve your ads for them.
What’s more, you can also add customisable code to make your ads even more targeted. For example, if you operate an e-commerce business in the computer technology industry, you may want to think about creating a “laptop” retargeting audience. This will show your ads specifically to those who visited the “laptop” page on your website or have added a laptop to their basket. Plus, you already know that they’re strongly interested in this item, so why don’t you try luring them in again with a special offer?
Advantages of Retargeting Ads
Retargeting campaigns are powerful because they allow you to remain connected with your audience after they leave your website. They allow you to boost your brand awareness through display and native ads on other relevant websites, helping you gain valuable exposure and become more recognisable to your audience. All in all, this helps to improve your trustworthiness and establish authority within your field, meaning people are more likely going to convert and become a customer.
Here are some mind-blowing stats from Google Ad retargeting:
- Retargeted display ads have a whopping ten times higher click-through-rate (CTR) in comparison to regular display ads.
- Retargeting tends to see an almost 150% higher conversion rate compared to regular ads.
- Website traffic has been seen to increase by over 700% with retargeting ads.
There’s no doubt about it, retargeting is the best way to capitalise on your website traffic and improve your conversion rate.
Types of Retargeting
Website-based retargeting allows you to target those who have visited a page on your website, whereas engagement-based retargeting involves reaching people who have interacted with your social media content. Let’s look at the different ways you can use retargeting for your marketing campaigns…
Display Ads
These ads are the simplest and most popular way to perform retargeting. Once somebody visits a page on your website, when they later surf the internet, a display ad for your brand can appear on other relevant websites. These ads are most effective for visual-based products or services.
Search Ads
Search ads appear at the top of the search engine results page (SERP) when somebody searches for one of your keywords. However, Google Ads also allow you to create remarketing lists for search ads (RLSA).
These audience segments serve your search ads to those who visited your website but didn’t make a purchase. These ads help you to stay connected with these people as they continue to search for similar products or services elsewhere online.
Social Media Ads
Most social media platforms allow you to create ads to target people who have already engaged with your brand’s content. For example, if somebody shows interest in your social media, they could later be shown an ad to entice them back to your page or visit your website.
Alternatively, you can take advantage of cross-channel opportunities by retargeting those who have engaged with your social media ads via another retargeting platform. For example, if you’re running ads on LinkedIn, you may want to retarget those who fit within the profile targeting criteria via Google display ads instead. This is a great way to take advantage of the platforms B2B-focused audience, whilst avoiding the higher costs of LinkedIn retargeting ads.
Target Shopping Cart Abandoners
We’ve all done it. We’ve all added products to our baskets and said to ourselves that we’ll finish it later only to never get round to it. The worst part is that you were so close! Retargeting can encourage these customers to return to your website.
Maybe they were put-off by the price at the last minute? Including an enticing offer can tempt people to come back and complete their purchase.
Contact Us
Ready to enhance your marketing strategy? Get in touch with our experts today to take your businesses’ conversions to the next level with retargeting ads. Click here to speak with the team or give us a call on 01376 386850.