What is retargeting? Why are brands diving into it as part of their marketing efforts? We’re breaking it all down with these nine reasons.
What is ad retargeting?
Why are so many big brands going crazy over it?
With too many information just on your fingertips when you’re only resourceful enough to search, it’s becoming more challenging to capture people’s attention. Aside from that, consumers are smarter these days when it comes to practicing their purchasing power. They go to Google in search of answers to their how, where, and why questions pertaining to their chosen lifestyle.
New mothers browse the web to search for the best places in town to buy baby clothes at a bargain. Fathers look for grilling equipment and tools on Amazon with the most positive reviews. Kids are hooked on YouTube when it comes to getting updated on the latest, must have toys or video games. Bachelors and bachelorettes want only the best furniture for their first apartment. There are plenty of resources available for the wedding or event planner searching for the best suppliers within or outside of the country.
Whatever you ask for, Google has your back. There is too many information for everyone.
So how do you entice someone on the web to buy from you despite all of that traffic?
The answer is ad retargeting. To understand it better, let’s explore a scenario.
Let’s say you’re moving to a new apartment and you need new fabric or leather sofa for the living room. So you go to Aram’s website, a furniture shop in London.
You found a lot of great items on the website, browsed on the details on a few ones, checked the availability of colors, as well as the prices. You found one that particularly captured your attention.
Oooops, got a call from a client, so you stopped browsing and accommodated the client’s call. Just as you’re about to finish talking to the client, your boss asked you to go to his office.
So you went with your day at work and have completely forgotten about that one furniture you liked from Aram’s website.
Then you’re at home, done with dinner, decided to open your laptop before you sleep to check on some things you should prioritize the next working day. You can’t help but open Forbes website to read just one article about productivity hacks. Oh wait! There’s an ad on one section of your screen showing the sofa you browsed this morning!
The next day, while searching for venues to hold a lunch meeting with some clients, whichever website you go to, there’s that ad again!
A week later, while browsing the web again to book a flight for an out of town conference, there goes that ad again on some sections of the screen. But this time, the sofa is at a discounted price!
Seems familiar? If it does, then I’m sure you’ve encountered a similar scenario before.
That my friend, is ad retargeting. This is based on the basic premise that the more people see your product or brand, the more they are likely they are going to convert and buy.
There are plenty of ad companies that do retargeting (also referred to as remarketing by marketers). Generally, brands are able to do so through Facebook Ads and Google Adwords. Some website pages are “pixelized” so that once they come to your website and decides not to buy, you kinda follow them through by showing them your ads on Facebook or Google. Wherever they go, your ads are kinda following them. It’s your way of getting in front of them as many times as possible, without even having to go to your website.
The goal: to hopefully bring them back to your website and finally buy from you.
Sounds like magic, but it’s real.
But why are the most successful brands spending money on retargeting? We’ll find out below.
9 Benefits of Ad Retargeting
1. Track buying behaviour of consumers.
In marketing, it’s crucial to understand visitors’ behaviour such as the following:
- that move people to leave your site or stay longer,
- which pages on your site have longer viewing times,
- how visitors are convinced to subscribe to your newsletters or follow you on social
- what factors stops them from pressing the exiting the page even when they’ve already added to cart.
It may take too much work, but understanding your ideal customers this way will help you come up with strategies that ultimately translate into a sale. Retargeting can help with that.
2. Increase brand awareness.
People will normally take action for a brand after they’ve seen it at least seven times. There is a small percentage of people to buy from you immediately. For example, you can get insights about how people use your website by installing a new Facebook pixels on your website or blog.
Therefore, if you’re already spending on Facebook ads, you can create custom audiences of people who visited specific pages on your website. With a perfect custom audience and by running retargeting campaigns based off that audience, you have enhanced your chance to introduce these audiences to your brand.
3. Reach people who already know about your brand.
If you are to build more specific ads campaigns through retargeting, you’d want to expose them to people who have initially shown interest by visiting your website. With retargeting, it’s like you’re courting your audiences to buy from you. But in order to that, you need to let them more about who you are, what you offer, and why they should invest in you.
The more ads you introduce to them after they left your website, the more likely they will go back to learn more about you.
4. A smart lead generation strategy.
What will you do with the people who left your website without leaving their emails? This is where Facebook retargeting gets even better. You can generate leads by using the Facebook Lead Ads form. When users click on your ad on Facebook, that action alone will allow Facebook to gather their emails.
Although you may have to download the data on a CSV which is time consuming, there is also a way to sync your Facebook Lead Ads form to your CRM software via FAcebook Lead Ads Sync.
5. Increases ROI.
Who wants to spend on retargeting if there is no increase in profits, right? With retargeting, gone are the days when it seems that the opportunity to make a sale is gone once people leave your website without buying.
You now have the chance for everyone who visits your website, whether or not they have the intent to buy, to go through the buyer journey. You can now set stages they can go through to help them make buying decision, until it’s really time for you to seek new prospects because they aren’t making any action after many tries.
6. Facebook Retargeting allows you to increase your marketing efforts from other platforms.
Facebook retargeting is perhaps the most popular form of retargeting marketing today, but it doesn’t end there. Remember that you can generate leads from Facebook Lead Ads form. For this particular example, you can then maximize your marketing efforts with email campaigns. You are not able to maximize your expenses on your CRM software by sending out email series which will help you provide more information to the user throughout the buyer’s journey.
7. A cost effective way to spend your advertising budget.
Retargeting marketing’s heart is one people who have visited your website. There is a reason why they visited your site in the first place. They were searching for answers. You just need to convince them that they went to the right place.
With retargeting, you are allocating budget for people who already know you. Now the work is up to you to get them to trust, like, and buy from you.
8. Keep up with the trends in digital marketing.
We’re sure you want to get ahead of your competitors. What better way to do that than to implement marketing strategies that are already available but are avoided by many? Retargeting is not going anywhere, and it will continue to evolve.
9. Generate more sales.
A business doesn’t simply want a return on investment in their advertising efforts. It wants more revenue in a significant way. If you want to pay attention on revenue, then retargeting should be your new best friend. After all, it targets people who have already given you their initial interest. Might as well invest further on them. Also, spending on ads for your warm traffic may be more expensive if you’re still on a tight budget.
If retargeting isn’t part of your marketing efforts yet, it’s time you do. Gone are the days of door-to-door visits or cold calling just to make a sale. With retargeting, potential customers who have shown initial interest in your just need a little more pat on the back. The process is simply reminding them to take the next big step. We’re sure you want that.
Liz Azyan is a digital consultant who helps public organisations and businesses add value to their products and services through smart digital solutions. She has been awarded the Google Fellowship Award for her work and initiative in the arena of technology, politics and social entrepreneurship. She has also been listed on several lists around the web as a top digital expert by her peers and industry leaders.