What is retargeting and why is it beneficial?
Retargeting (also known as remarketing) allows you to show ads to people who have already interacted with your website or brand in some way. This could be anything from visiting a specific product page to abandoning their cart at checkout.
Through the use of cookies or pixels (small bits of code placed on your website), you can track these users' online behaviour and then serve them targeted ads on other websites and platforms. Creating an opportunity to recapture potential customers who left your site without converting.
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How can retargeting boost conversions?
Retargeting is able to boost conversions by targeting your users with relevant ads. You can tailor your campaigns to show specific products based on what a user looks at on your website. This added level of personalisation can greatly increase the chances of someone clicking on your ad and then converting.
Not only does this level of personalisation increase the chances of a user converting but it also keeps your brand at the forefront of a consumer's mind. With consumers being easily distracted by day-to-day life, retargeting serves as a gentle reminder for consumers to return to your products/ services after they’ve left your website.
Retargeting is not only a great tool for ads but can also be used for email marketing. Retargeting through email marketing can be particularly effective for users who added products to their basket but didn’t complete a purchase. In this instance, you could use retargeting to remind them of the products in their basket or offer them a discount as an incentive to convert. This type of marketing will only work though if the user has opted into email marketing.
Overall retargeting is a great way to boost brand awareness and keep your brand at the forefront of your consumer's minds. As well as being able to reach a wider audience who have searched for products/ services you’re trying to target. This increased brand awareness can therefore lead to more conversions further down the line.
How to create effective retargeting campaigns:
The first step in creating successful campaigns is to segment your audience and not show the same ad to all your users. You should segment your audience based on their behaviours and the types of products/ services they viewed on your site. Secondly, in your ad copy, you should focus on the benefits and highlight any key benefits of purchasing your products/ services.
Another effective technique is to create a sense of urgency by using limited-time offers and discounts, encouraging your users to act quickly and leading to a greater chance of conversion.
Most importantly you should regularly track and monitor the performance of your ads and make adjustments to the budgets and ad copy where needed.
Through implementing an effective retargeting campaign you can capture a greater audience which will ultimately lead to more conversions and greater brand awareness. If you’re struggling with your PPC or want to get started on retargeting, get in touch!
