Did you know that 97% of people who visit your site for the first time leave without buying anything?
That’s a scary statistic when you rely on online sales as your primary source of profit. This knowledge makes it crucial to find out why your visitors are jumping off your website, and you’re losing sales before you’ve even had a chance to get them into your sales funnel.
Even if the visitor isn’t ready to buy, evaluating the metrics of people who click on your marketing campaigns and then leave your website gives you valuable insights. The data helps you retarget your ads and work to get people to interact with your site and get into your sales funnel.
If someone isn’t ready to buy when you retarget your ads, you remind people that you’re there when they are ready. There are plenty of tools out there to help you retarget your ads and create relevant visual and text ads. Let’s take a look at how this happens.
What Is Retargeting?
Retargeting describes the online display ads shown to people who come to your website and navigate away without taking action. When you retarget your ads, you keep your brand in front of bounced traffic and help you reach that 97% of visitors who don’t convert on their first visit.
These ads are served through a third-party network like Google or Facebook. These networks provide the opportunity to reevaluate customers on multiple websites. Here are the top five reasons you should be retargeting ads.
The ads are served through third-party networks when you visit a website, and the site puts a cookie on your computer.
No matter where you go online, they identify you and show you related ads to the websites you’ve already visited. Retargeting campaigns remind website visitors of the products and services you offer after they leave your website. It helps to show your visitors the relevant visual and text ads when they visit other websites.
1. Brand Recognition
You’ve spent a lot of time and money developing your brand to establish yourself as the expert in your industry. Retargeting ads help you connect with users who didn’t buy and customers who did make a purchase come back and make a purchase again.
Retargeting helps your brand become stronger and more recognizable for current and potential clients. The more users are exposed to your brand’s ads, the more visible it becomes.
However, it’s important to temper your ads and make sure they’re not too aggressive and hurt your reputation.
2. User Engagement
When you create multiple customized and targeted campaigns for a specific group of potential customers, you improve your site’s engagement rate. Well-designed banners, text, and visual ads appeal to the visitor’s interests. It’s easy to assume that someone didn’t purchase the first visit because they’re not ready to make a purchase.
However, you should consider other reasons. They may have gotten a phone call that distracted them, or maybe they’re at a location like a store or a mall that takes their attention away.
Retargeting helps you get them to return and reconsider buying from you. It also helps you provide visitors with additional information on what you offer that they’ve been looking for but just don’t know yet.
3. Cross-Selling
If you’re like most companies, you sell more than one product or service online. To make the sale and keep your sales growing, you may want to consider retargeting your ads with similar products or services that visitors have bought before.
These similar products could be a piece of clothing or shoes that are generally repurchased after they wear out, or if you’re a service company, an add-on to something that they’ve bought before.
4. Generate Qualified Leads
An effective retargeting strategy helps you generate more leads by identifying users who visited your website or Facebook activity without providing an email address.
When you collect leads through a landing page, you build an audience of these visitors by using your ads manager. From there, you can create a list of people who visited your website and viewed specific pages.
Make sure to exclude visitors who viewed a thank you page. Including these people who visited helps you run a lead generation campaign through retargeting.
When you retarget ads to people who visited your site through a landing page, it helps you save money on advertising for prospects already in the sales funnel.
5. Increase Conversion
Your ads, no matter if they’re brand new or retargeted, are meant to convert visitors into buyers. Creating attractive lead magnets that allow potential customers to download whitepapers or eBooks, get a free trial, or sign up for a free demo all help to increase website traffic and give you email addresses and demographic info that you can use for your retargeting.
Once you know who is visiting and what they’re looking for, you can strategically create paid ads on social platforms to target people who show greater intent to purchase while on your website. For example, providing a free demo or a free trial has more intent than a person who reads a blog post.
To hone in on the ads you should spend more money on, decide how long you follow a person online. You can be aggressive and choose 30 or 60 days or follow for a longer time, like 90 or 180 days. It all depends on the length of your sales cycle and the type of audience you’re targeting.
Types of Retargeting
Now that you know the benefits of ad retargeting, let’s talk about the types of retargeting used. There are two types, pixel-based and list-based. Both types have their benefits, but deciding the right one for you is crucial to reaching the right audience. Let’s take a look at these types of retargeting.
Pixel-Based
Pixel-based retargeting represents your ads to users who have already visited your website. A pixel is a specific piece of code placed on your website and installs a cookie on the visitors’ browser.
This allows ads to be shown when the visitor is on other websites. The most popular pixel is the Facebook pixel, but there are others out there. Make sure you research what’s out there to ensure you’re using the right platform to fit your needs.
All retargeting platforms handle the technical aspects of your campaign, meaning cookies to track visitors’ actions. This helps you create a more user-friendly environment and run experiments with your ads to identify which platform fits your needs.
Once you become comfortable with this retargeting method, you can begin adjusting your campaign manually to get the results you want from your ads.
Still Not Sure Where To Start?
Anything your company does online is connected. Retargeting your ads allows you a deeper connection between your marketing efforts and results. We understand that your ultimate goal is to drive traffic and turn visitors into paying customers. That’s where we come in.
Selworthy is a HubSpot Gold Certified Agency Partner. We have the expertise and ability to help you create and implement email marketing campaigns that work.
Contact us today to get started!
Our experts are ready to help you turn your content strategy into a plan that will capture your audience’s attention and create prospects into customers.
