Picture this. A first-time visitor to your website viewed and purchased a product in that one single visit. Ever happen to you? You should count yourself lucky if your answer is once. Studies show up to 98% of visitors to your site leave without converting. But there is a way to solve this – retargeting.
If you’re not already familiar with ad retargeting, it’s a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. It allows you to target and serve ads only to people who’ve previously visited your website, used your mobile app, or in some cases, visited and bought something from a physical brick and mortar location.
There are six major methods of ad retargeting you should know. You need to know these in order to help strategize your ad retargeting planning and campaigns. They include:
If your online activities are centered around your website, ad retargeting will quickly become your bread and butter tactic. With website retargeting, you can serve people ads based on actions they take on your website. Think what pages they visit, the types of products they view, and whether they add items to their shopping cart. All of these are audiences. Once you’ve created audiences, you can reach them on social networks as well as other websites across the Internet.
Think no one can see when you open an email? Wrong! Email retargeting retargets users when they’ve done just that. In practice, it’s actually a bit ineffective due to desktop email clients and online email clients blocking the tracking pixel from being downloaded. You can circumvent this by retargeting visitors to your email landing pages.
This e-commerce specific ad retargeting lets you personalize every ad impression served to your customers. Previous visitors to your website get served ads with products or contents they’ve previously expressed interest in. This lets you deliver more personalized ads and saves you time not having to create multiple variations.
Mobile retargeting is what it sounds like. It lets you retarget users on their mobile devices through banner ads, interstitials, and even video ads within mobile apps and on mobile web. Called cross-device retargeting, you could even target mobile engaged audiences on desktop. This keeps your brand in front of your customers everywhere they are.
There are two forms of search retargeting. The first is to target based on search intent, in which users’ search keywords are captured, categorized, and used to help inform the retargeting strategy for people who’ve visited your website. The second way involves “retargeting” users based on search terms they used on third-party sites.
Now that you know the major types of ad retargeting, you’re all set to start strategizing your first campaign. Unclear about the next steps to take? You don’t have to do it all alone. Here at LookinLA, we’re digital marketing experts here to help you increase revenue and brand awareness through retargeting. Feel free to reach out to us at 747-201-7711 or by clicking the link here.