what is retargeting?
DESCRIPTION
A brief overview of retargeting.TRANSCRIPT
What is Retargeting?
There are several different online marketing techniques available today.
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Viral• Pay Per Click (PPC)
• Affiliate• Social Media
Marketing (SMM)• Email
And now, Retargeting!
The Facts
• 98% of visitors to a website will leave without buying.
• It can take up to 7 interactions with a consumer before they become a customer.
• 46% of marketers think that retargeting is the most under-utilized online marketing technique.
So – what exactly is retargeting?
You may already be getting decent traffic.
But what do you do about the 98% that leave without converting?
Retargeting is an online advertising technique that focuses only on people who
have already visited your site.
Retargeting works by placing a snippet of code on your site which places cookies on
your visitor’s browser.
Retargeting Needs a Cookie
Cookies are also placed from various ad networks. These cookies allow you to
build a list of “prospects” that have been to your site before.
Network Cookies are Placed Too
These cookies build your list of prospects. This list is used to target display your ads wherever your prospects go online.
It complements other marketing strategies that are geared toward bringing new traffic in.
Then Target Your List
Average CPM (cost per thousand impressions) is ~30% lower for retargeting campaigns than for traditional site-targeted
campaigns.
Results: CPMs are Low
Retargeting campaigns average about 2x the CTR of site-targeted campaigns.
Better Results: CTR is very high!
Why does it work so well?
Retargeting keeps your brand on the minds of
your potential customers, increasing the chances of them converting.
Every time your customer sees your ad, your brand gains traction and recognition.
It’s all about finding:
The right people
Do you know who is interested in your product? With retargeting, you're only advertising to people who have been to your website so
you know they're interested.
Audience Segmentation
Group visitors based on where they went on your site or what
actions they performed.
Segment which URL was visited, and market more specifically to that
demographic.
The right ads
Retargeted ads are highly effective because they can be personalized
based on what your target audience is already interested in.
Product Specific Ads
“Window shoppers” are much more likely to come back and
buy from you if they are shown ads and promotions for the very products they are interested in.
The right places
Placing product specific ads on websites that perform the best
increases the chances of conversion. Studies show CTR increases by 40% when ads are
relevant to the site.
Advanced Retargeting Optimization Techniques
There are also advanced techniques to get the most out of your retargeting campaign.
Frequency Caps
Control how often your ads appear
to avoid oversaturation and make your campaign more effective.
Retargeted Landing Pages
Direct return traffic to unique retargeted landing pages with a customized message, like “Welcome Back” to make the experience much more personal.
Optimized Pixel Placement
Strategically place pixels on
specific site pages, such as the next-to-last page of the checkout process, to hone in on prospects who exhibit a high intent to buy.
Conversion Filtering
Add a conversion URL to filter out converted visitors so they are no
longer targeted by your campaign.
