How Retargeting Ads Re-Engage Potential Customers

By Haines|Published On: July 25, 2016|

Are you having plenty of web traffic, only to see your visitors leave without taking action? Even worse, are potential customers checking out your pricing page, only to leave without making a purchase? Here’s how you can re-engage these super “hot” prospects:

Retargeting Begins with an Increase in Meaningful Clicks

Retargeting is a strategy to increase clicks to your site, fostering more clicks that can lead to sales.

How does it work? Once you embed a JavaScript code onto your site, it begins to track all visitors to your web page through the use of anonymous cookies. From then on, whenever these consumers visit another site, ads for your business are displayed for them. Hence, “retargeting.”

Higher Conversion Rate

Conversion rates are the difference between how many users just browse your website, compared to visitors to your site who make a purchase. Knowing your conversion rate is essential when measuring the success of a web site.

Retargeting generally leads to high conversion rates.

This concept adheres to the marketing model of the purchase funnel. The funnel moves down from Awareness to Opinion, Consideration, Preference and finally Purchase.

Online shopping makes the process to move a browser from Awareness (clicking) to Purchase tedious. Repeated exposure to your brand name helps foster a Consideration—and possibly Preference—for your business.

Be in the know: a general rule is to work for an inclusion rate higher than 2%. That means at least 2% of viewers should make a purchase.

Retargeting helps you evaluate your conversion rate by first letting you review the number of visitors, then working to increase this number.

This is an effective marketing strategy because it keeps your brand or product in the forefront of consumers’ minds. Instead of allowing window-shoppers to browse your site without making a purchase, this method subtly encourages consumers to return.

Return Vistors to Your Site

Retargeting re-engages visitors, which is difficult to do.

It’s no secret that the Internet offers almost unlimited outlets for text, video, audio and general information. The same can be said for Internet commerce—competition is varied and fierce.

Retargeting keeps you on consumers’ minds, directing them back to your site while they browse.

In social psychology, this reflects the familiarity principle. Seeing something over and over again makes it familiar—comfortable, trusted and preferred. Tap into this principle by making your logo and brand name more familiar to web browsers.

When used with other platforms like pay-per-click advertising, retargeting is a solid option for increasing revenue from online marketing.