Retargeting is a form of advertising that helps keep our products top of mind to the consumer. For most websites, only about 2% of traffic converts on the first visit. A retargeting ad focuses on bringing the other 98% of customers back to the website.
It is often assumed that sales are made based on the path of least resistance. While this is an enchanting notion, it is very rare for a customer to buy the first time they visit the website. The nature of an impulsive marketplace has changed the landscape of online marketing quite drastically. Consumers who click through our ads are more likely to bounce than purchase. This is something that marketers need to be prepared for. Luckily retargeting ads exist for the very purpose of reaching a bounced audience.
How Retargeting Works
List Based Retargeting
List based retargeting is another, very effective way, of getting ad space in front of the consumer. An e-mail list can be generated to contain consumers that have purchased from us before, have signed up for a giveaway or signed up for our web services. The list can then be plugged in to a marketing service, such as Facebook, and ads can be generated to a specific audience base.
Conversion and ROI
The main goal with targeting should be increasing conversion rate to benefit from higher ROI, due to lower ad spend. Setting up a custom audience, to take advantage of previous “window shoppers,” will naturally cause this effect. Serving an ad to an ultra targeted audience will increase relevance score, through higher click rates and engagement. In subsequent articles we will discuss how to set up retargeting audiences and use our e-mail export function.