Here’s a common scenario that many businesses face. Visitors come to their website, browse a page or two, and then they leave. They don’t make a purchase, they don’t submit a lead form, and they don’t even sign up for your newsletter. Fortunately, those visitors are not lost forever, thanks to retargeting.
Retargeting (also referred to as remarketing) allows you to advertise to people based on their behavior on your website. In this post, we’re going to look at a few ways you can use retargeting to capture the visitors you might have otherwise lost.
Know Which Networks You Can Use for Retargeting
You have two options with retargeting. You can use third-party platforms like AdRoll and ReTargeter to manage your retargeting ads across multiple networks. Or, you can create retargeting ads on the networks themselves and just pay the advertising costs themselves.
The most popular retargeting networks are currently Google AdWords, Facebook, and Twitter. Google AdWords allows you to reach audiences on mobile, Google search, YouTube, and websites within the Google Display Network.
Facebook and Twitter allow you to reach audiences on their networks.
Most case studies and statistics on retargeting have found that retargeting ads boost revenue and perform better than traditional display advertising. So this is definitely an advertising strategy you want to try for your business.
Set Up Retargeting Cookies Now, Use Them Later
Even if you aren’t yet ready to create your first retargeting ad, you should start building your retargeting audience. That way, when you are ready to create your first ad, you don’t have to wait until you have a large enough audience to advertise to.
Google AdWords now allows you to enabled a remarketing tag using the Google Analytics code you already have on your website.
For Facebook, you will need to go to your advertising dashboard to create custom audiences for website visitors.
The same goes for Twitter.
Get Specific With Your Retargeting Ads
Don’t just create one generic retargeting ad for your website and assume that it will work for everyone. If you have pages for specific products and services on your website, create ads that promote those products and services.
For example, let’s say that your website sells home plans. Create retargeting ads that match specific types of plans, or specific plans themselves, to create a highly targeted and conversion-worthy ad.
In this case, since this is a home plan that the website visitor browsed while on this company’s website, they are going to be reminded of it and likely to return to it if they haven’t found something else already.
Filter Your Website Audiences
If you notice that most of your sales are from people who live in the United States, you can filter your retargeting ads to only show to people who live in the United States. This allows you to spend less of your advertising on an audience more likely to convert.
On Facebook, for example, you can select your website visitors custom audience and then use the usual audience definition settings to show your ad to particular demographics within your website visitor audience.
This approach is perfect if you know you have two types of visitors to your website: competitors looking to get ideas from your business and customers. You don’t want to show your retargeting ad to the former, just the latter.
Don’t Forget Remarketing
While we mentioned that retargeting is sometimes referred to as remarketing, remarketing is not displaying advertising to website visitors. Remarketing is doing things like sending an email to a registered user who adds something to their shopping cart but doesn’t buy it.
Most email marketing platforms have a feature for remarketing in this manner. For example, GetResponse allows you to set up autoresponders based on a subscriber going to your website to complete a goal.
Let’s say that your subscriber is on your website and looks at a sales page for a particular product or service, but doesn’t buy. The subscriber completes your goal of landing on that sales page, which triggers an autoresponder sequence to encourage them to try further to sell them that product.
To ensure that someone who purchases a product doesn’t get the remarketing email sequence, make sure that your list is set to automate the removal of subscribers from one list (such as your general mailing list) when they join another (such as your customer list).
There’s a lot more to know about retargeting and remarketing, but these basic tips will get you going in the right direction for creating ads that are likely to lead to conversions and boost revenue for your business, whether you sell one product or service or many.
Updated November 22, 2017.