Retargeting is one of the most effective forms of online advertising, as it targets individuals who have already been to your website. How does it work? Your retargeting campaign begins with a line of code to put in the footer tag of your website. As people visit your website, a cookie is loaded onto their browser that allows your ads to track them as they continue to surf the Web. So as your prospective client views different local and national sites, your ad will appear, keeping your company top-of-mind. This is made possible by the mass purchase of leftover ad inventory on major websites nationwide, from popular blogs to major sites such asRealtor.com and ChicagoTribune.com. Regardless of whether you’ve been running retargeting campaigns for a while – or are new to the concept – here are some important tips for maximizing your results.
Know your traffic. If your website is a big prospecting tool for you, chances are good that you are already monitoring your site traffic. If you’re not, start immediately. Whether your website has built-in analytics or you opt for the free Google Analytics, it’s important to get a feel for what your site traffic looks like, where the majority of your traffic comes from, and how many sales or conversions are occurring.
To run a successful retargeting campaign, it’s important to already be receiving a strong amount of traffic to your website: at least 1,000 unique visitors monthly. Your site analytics will be able to tell your monthly traffic so that you can determine whether a retargeting campaign could succeed for you.
Once your campaign is launched, consider integrating a Search Engine Marketing (SEM) campaign. As your prospective customers surf the Internet, your ads will appear on the sites they visit. Often, an individual will see your ad but won’t immediately click on your ad; instead, they might revisit your site later.
While some people might type your website address directly into their browser, the majority of individuals will do a search-engine query. Paid search is crucial for this step, because it makes sure your company can be found when a search is conducted. To create consistent messaging, an SEM campaign can be customized to include the same messaging and to feature offers that your retargeting campaign is currently promoting.
As mentioned above, most people won’t click on your ads. But when they do, it’s essential that they have the best experience possible. This means incorporating landing pages or directing your ads to the appropriate areas of your site. Retargeting campaigns are often very successful on mobile, so it’s important to have your ads point to a mobile website or, at the very least, a mobile landing page.
Through careful optimization and strong ad creative, your retargeting campaign, paired with these complimentary items, can be extremely successful and bring a lot of success to your business.
written by: Alexandra Guth