Many marketers understand the benefits of having an advertising campaign to expand market reach and drive customers to their website. But you’ll be surprised to learn that 96% of website visitors aren’t ready to buy on their first visit to your site. Furthermore, only 2% of first-time web visitors are ready to make a purchase. What the majority of these visitors are ready for, as soon as they land on your website, is more information about your products.
If you fail to catch the interest of your customers during their first visit, do you lose them as leads? Not if retargeting is part of your marketing mix.
What is Retargeting?
Retargeting is a technique that keeps your brand in the forefront of your target customers even after they’ve left your website. When they come back online, they’ll see your ads and they’ll re-engage. At this point, they will be more open to buying your products, as they have previously interacted with you and already know more about your brand.
Is it the Same as Remarketing?
Many marketers often confuse retargeting with remarketing. Although it is now common to interchange these two terms to mean one thing, they are NOT essentially the same.
Remarketing technically refers to recapturing the interest of lost web visitors through email. It includes collecting contact information, creating an email list, and touching base with these users at a later time.
How Does Retargeting Work?
Retargeting works by tracking the behavior or activities of your web visitors through cookies. A cookie is a piece of data that embeds on a user’s browser and tracks the sites they visit. It’s the one that implements your retargeting strategies, feeding your target customers with your ads as they browse the web. Two popular methods marketers use for retargeting campaigns are pixel-based retargeting and list-based retargeting.
List-based retargeting is similar with remarketing as you display specific ads to a specific email list you created. This is great for capturing re-engagement with customers who have provided their contact information but haven’t purchased from you yet.
Pixel-based retargeting is the most popular type of retargeting strategy. It displays ads to users who have visited your website or have clicked on your landing page. This is preferred by many marketers as it starts almost instantaneously.
Where Can You Use Retargeting?
Retargeting is often done as part of a Google Ad campaign. You can set it up through your Google AdWords account. The best thing about having a Google retargeting campaign is that you can do it in a wide range of venues.
Standard retargeting shows your ads to Display Network Websites, which are websites that display Google ads. You could also do dynamic retargeting, which displays ads of the specific products that they looked at on your website. Retargeting for ads shows your campaign to users as they search for the similar products that you offer.
You could also set up retargeting campaigns on Facebook, Instagram, and other social networks.
How to Optimize Retargeting?
You can optimize your retargeting campaigns in many ways. First is by determining your goals. Would you want to increase awareness or boost conversions? An awareness campaign is often less targeted as it reaches out to users who have limited engagement with your brand. A conversion campaign is more targeted as it focuses on users who have previously interacted with you.
You could further optimize your campaign by segmenting your audience according to their online behavior, your existing customer list, and duration between the time that they visited your site to the time that they see your first ad.
When done right, retargeting could definitely boost your sales and expand your market reach. Don’t take any chances. Do it right the first time. Work with experts who understand the ins and outs of marketing your food or beverage businesses. At Gray Growth, we’ve taken the guesswork out of growing your business. Call us at (212) 247-1800 or fill out our contact form to learn more about our turnkey e-commerce solutions.