The Retargeting Campaign
Retargeting ads, as Wikipedia defines it, is the”display advertising technique used by online advertisers to recapture consumers who visit a retailer’s site and leave without making a purchase. It functions as a complement to search, SEO and other marketing campaign tactics.”
Display advertising, by design, is used to attract more viewers to your site through various sites across the Internet. A retargeting ad would work like this but on a wholly different audience. Basically, retargeting is aimed towards those people have seen your ads and are quite familiar with your brand.
Retargeting gathers the most basic of information out of you, through the cookies in your browser and use it to display an advertisement in every page you go in the Internet as long as they are connected to the retargeting system. Every advertisement will be unique to every browser depending on what they have seen on the site of a retailer.
Retargeting and Display Advertising
As the name implies, retargeting is all about targeting people who have seen your previous ads and have visited your site. This means that the scheme can only work if there are enough people who have visited your site. Also, this means that you have to have used other forms of display advertising to have directed these people to your site in the first place. Using retargeting with an AdWord Campaign and other pay-per-click advertising schemes can enhance the results of both marketing strategies, giving you a very considerable return of investment.
With retargeting, you are given the option of selecting the ads a viewer can see based on what they have seen at certain pages of your website. Regardless of this, it is most certain that you only have to spend your money and focus all of your marketing efforts on people who have actually seen your website.
A retargeting ad works like this way:
· Viewer searches the Internet for Information
· Viewer Sees an existing ad for your website
· Viewer is directed to the site upon clicking the ad
· Viewer goes to another site if they are finished browsing your site
· Retargeting ad pops up in the other site and viewer clicks it; and
· Viewer is redirected to your site
This process remains the same regardless of how a person came upon the website like a referral, from the ad itself, or just manually searching for your site through the search engines. The fact remains that the ad will appear wherever site a person goes once they have visited your site.
How Retargeting Works
Retargeting is quite a simple process. The one thing you only need to do is to put up the retargeting ad pixel in your site as per instructions the agency has given you. As soon as it is put up, visitors will come upon the site and will make up the site’s audience. Once the viewer visits the site, their browsers will be given a cookie that will activate the retargeting ads on the sites that support such. The size of the audience at any given period will determine how effective the ad will be. Larger audience numbers means that large chances for the advertising campaign to be effective.
The only drawback is that it is not as effective in improving your web traffic if you don’t have much in the first place. Thus, building stable web traffic through the other display ads is a must before engaging in a retargeting campaign. You will be given a selection of websites to choose from where the ads can be displayed.
The best feature here is that any viewer is no longer a part of the audience once they click any advertisement. This is all thanks to a burn pixel which enables the other ads to be viewed in other sites. This means that the first ad cannot be repeated for far too much and the person can view more sophisticated ads in the future.
Is It Effective?
The answer to this question is an all resounding “yes!” Retargeting, if used in tandem with other pay-per-click ads is one of the more effective marketing tools online as the audience has basic understanding of what you can offer and this leads to higher chances of closing a sale. Once they have become quite acquainted with your product or service, there is not a lot for you to do to convince them of availing them. With this approach, most retailers notice more sales being closed leading to a considerable ROI in their online ventures.
Measuring the Effects
The good thing about any display advertising is that you only need to pay in the event once a number of requirements are fulfilled. Advertising agencies will use three popular pricing models to determine the effectiveness of your ad and its price.
Pay Per Click– this is one of the most common pricing methods as the price is determined whenever a person is brought back to a site through an ad. This means that you only pay for campaign based on how many were brought to your website through it.
Cost by Impression– this method charges an advertiser on a set price based on every page impression. A page impression is simply the duration of an ad whenever somebody clicks it.
Cost Per Action– this model charges the advisor based on a set of pre-arranged actions like purchases or a view through. Most agencies will only count those actions that lead to a sale being completed.
Retargeting will give credit for every click-through and view-through conversions. With that, advertising agencies can give you a full report on your ad campaign to monitor its progress and determine whether it can still fit in your budget and adjust the campaign based on what you need and how much you are willing to pay for it.
Retargeting Tips and Tricks
Now that you’ve understood the basics, you must learn what it takes to make your ad campaign successful and prevent it from becoming an online money pit.
Don’t Rely on it Alone
Based on experience, a retargeting ad can work if used in tandem with other forms of advertising. The reason for this simple: it is far easier to convince a person to close a sale if you have such pages like an landing page or social media page. Any campaign will take time, effort and a bit of guesswork and retargeting is no different. This type of advertising should only be used to enhance the effects of the other marketing strategies you already have or yet to implement.
Don’t Copy Other Templates
The reason behind this is quite simple: other retargeting ads do not necessarily reflect your business’s needs and nature. It is a must to make your targeting ads all the more direct and personal. It should also go beyond introducing your products and services to potential customers; that is the job of the other display ads. Since the person already knows of your service, it might be best to adopt a spontaneous and casual tone.
Never Overdo the Ad
As with anything else in society, going overboard with a retargeting ad can draw in a lot of negative effects which, needless to say, is completely opposite of what you were intending. Web surfers do not want to be followed nor pestered which will surely happen once your ad is seen wherever they go. Make sure that your budget is spread within a considerable time frame as opposed to a shorter span of time.
Longer Campaigns are more effective
Display ads are better if you give them enough time to let you build a stable number of audience and potential customers. A longer time frame allows you to improve on your targeting ads, fine tuning them in the hopes that they can improve your web traffic while costing for less. Longer time periods also allow for more effective exposure while a shorter time period just tends to make people annoyed at your ads.
There is no shortcut when it comes to online marketing. Everything will require enough time, research and effort for optimal results. The same rings true for all types of retargeting ads and display ads. Have you used retargeting ads in your previous marketing campaigns? Have you thought about employing them in your future online marketing efforts?