Retargeting is a powerful way to capture leads & sales that you may have otherwise missed. If you’ve ever looked at a product or service online, and then saw that product being advertised to you later on, you’ve experienced retargeting.
Let’s take a look at a scenario to understand how retargeting is useful and why it can work so well when done properly.
In this scenario, let’s say you run an online sports store that sells t-shirts, jerseys, sports gear, etc. Let’s also say that you receive a visitor to your site, Jamie, who is an avid basketball fan, and is a perfect match as your ideal customer. As luck would have it, Jamie also loves unique t-shirts so she can rep her favorite teams. After landing on your site through ads (on search engines, or social media, etc.) or by finding your site in search results, she begins to browse around.
Almost immediately, Jamie hovers over the “Basketball Collection” where she finds a wide selection of shirts that highlight her favorite players and teams. Maybe you’re having a great special where if she refers friends she can get a discount or a free gift. Instead of immediately adding items to her shopping cart and checking out, she instead heads over to Twitter to tell her friends about your awesome site and the great deal you have running. People often have short attention spans, so after she left your website to tell others about it (or simply because she got distracted), your site slips her mind, she forgets to go back and make a purchase, and the sale is *potentially* lost forever.
Because this scenario happens far too often, retargeting was born and has proven to be a great way to remind people to come back and make a purchase. With retargeting, you’re able to effectively “retarget” your offers to Jamie across all of Jamie’s devices. When Jamie hops onto her computer later that night and looks for similar products or terms, your site will be right there to display an ad corresponding to The Basketball Collection that she was looking at earlier. Now, Jamie is content because she found exactly what she is looking for, and you’re happy that you’re able to serve another happy customer.
Retargeting successfully pairs the buyer and the seller by showing relevant ads across all of their different devices when they are most actively engaged. Why is this significant? Consider this: Unless you exchange some sort of personal information when you walk into a physical store, that store has no way to directly contact or market to you again.
Even though something they did intrigued you enough to walk into their store, that is the store’s only chance to sell to you in that very moment. Returning visitors are 2-3 times more likely to click and buy from a familiar brand/advertisement. Retargeting allows the seller to contact the buyer once again and effectively market to that buyer. Which leads to our next point: Accuracy.
The accuracy of the retargeting campaign is critical in closing that sale, getting that email, or raise that awareness you’ve been searching for. If you do not own any pets, would you like to be shown an advertisement for dog food? Likely not. This is the beauty of retargeting. Since Jamie showed interest in a very particular type of t-shirt, Google AdWords recognized that Tee Tweets could be Jamie’s ideal match. Rather than crawling through pages again, retargeting made it possible for Tee Tweets to show Jamie an accurate advertisement for exactly what she was looking for.
Multiple services provide retargeting. Google AdWords is particularly useful because of Google’s reach on the web. Google unequivocally dominates the search game, making it an ideal candidate for retargeting campaigns. These campaigns are powered by tools that help you easily create an efficiently-priced ad, as well as monitor the performance of your ad with insights to help you further shape your campaigns and strengthen your marketing strategy.
AdWords also allows you to tailor your advertising goals. For example: Rather than broadly retargeting to website visitors (which is still extremely beneficial), you can target only visitors who added something to their cart but did not finish the checkout process. This way, you know that these customers were on the verge of completing their purchase and do not need much more convincing to do so, other than to redirect them to your website and close that sale.
As you might expect, there are different ways to remarket with Google AdWords. Here are the 6 basic types, as described by Google:
- Standard Retargeting: Show ads to your past visitors as they browse Display Network websites and use Display Network apps.
- Dynamic Retargeting: Boost your results with dynamic retargeting, which takes retargeting to the next level with ads that include products or services that people viewed on your website.
- Retargeting for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
- Retargeting lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website
- Video Retargeting: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
- Email-list Retargeting: With Customer Match, upload a list of email addresses that your customers have given you. When those people are signed in to Google Search, YouTube, or Gmail, you can show them ads.
The way in which you retarget is up to you—the most important part is that you are in fact doing it. You will also find that you will likely need to readjust based on your results. Moreover, even if you are achieving optimal results, it is always good idea to test out new strategies to further boost conversion rates. At the end of the day, utilizing retargeting effectively is a great way drive targeted traffic back to your offers, and you know they’re more likely to be interested because they’re already at least a little familiar with your offer.