Retargeting Ads

"Wasted" Clicks... "Useless" Traffic... NOT ANY MORE

Retargeting advertising allows you to show ads to custom groups of potential customers who visited your website or social media... but didn't buy anything -- YET

By taking advantage of the latest ad targeting, you will significantly increase the effectiveness of your campaigns: one of the best tactics is retargeting. Show ads specially to people who recently visited your site, and "follow" them around the web to entice them to come back and convert.

Talk to Enlightenment Media today about how to take your online advertising campaigns to the next level - taking advantage of retargeting to convert web visitors who might just need a couple more looks at your offer to make a decision...

Not everyone converts on the first visit. Bring them back for another look.

Let's say 1% of your overall web traffic converts into leads or customers.

So, 99% of that traffic is irrelevant and a waste of server bandwidth?

You know that isn't true, because a lot of that traffic consists of repeat visitors who are clearly interested in something about your brand and products/services... plus some of that traffic you paid for via PPC and other campaigns, so you know they are searching for what you offer.

Somewhere in the mass of unconverted traffic are hot prospects who almost converted.

Conservatively, let's say out of those 99 visitors who didn't convert, there's one more person who (for whatever reasons) wasn't quite persuaded to take action right then and there... but with the right reminder would definitely be interested in coming back for second look, and now she converts. You've just doubled your conversion rate. Imagine applying that to your whole website traffic.

This is what retargeting is about: finding the right way to bring back valid prospects for a second look (or 3rd, 4th, 5th, 6th, 7th look!) - and convert more traffic.

The fourth time people look at an ad, they have a fleeting sense that they've seen it somewhere before.

Thomas Smith, Successful Advertising... 1885!

Another way to look at retargeting is that clicks you paid for -- and all of your other web traffic from organic search and social media -- become much more valuable, even if the users didn't make a purchase. This is because the ability to track and add the user to a group for remarketing creates valuable qualified prospectsinstead of always paying to churn through only brand new visitors. In turn, this means you can get more value out of your front-line PPC campaigns, and get a better ROI from what you are paying there.

The way you advertise to retargeted users can be much more specific and sales-oriented, because you know they have already seen your brand and even which product/service they were looking at. In a situation of limited advertising budget, focusing a proportion of your ad spend on these kind of potential returning browsers can be a very productive tactic.

"Retargeting" or "remarketing"?

"Retargeting" is the general term referring to ad systems that can show ads only to certain users according to their web browsing history - and show certain content relevant to those users.

"Remarketing" is the term used by Google AdWords to refer to their system of retargeting. (Curiously, Google has apparently not trademarked this word!)

Although "remarketing" rolls off the tongue a bit better, the correct general term is "retargeting".

Retargeting is available in all the major PPC networks and social media: AdWords, Bing, Facebook, and Twitter all offer you ways to target ads to a custom audience, which can be built up by capturing (non identifiable) lists of visitors who match criteria you specify (such as "visited X specific landing page").

Retargeting gave the highest lift of the various strategies, at 1,046%

CMO, 2013, via Chango

1 in 5 marketers now have a budget specifically allocated for retargeting. More intelligent tracking and recommendation technologies are emerging all the time. The trends mean retargeting will soon be a core performance factor for all online advertisers. Keep ahead of the curve by partnering with Enlightenment Media for your pay-per-click ad campaigns.

Don't just grow traffic... build LOYALTY

Every good business has loyal customers. But you also have loyal visitors... and even customers who bought from you before will likely circle around and take their time between repeat purchases. By systematically working on tracking and segmenting your online users, you will be able to create much more relevant ad campaigns that build loyalty.

If you look at your advertising currently, probably most of it is designed to speak to new customers. Retargeting will give you a way to speak differently to prospects who are not brand new, and furthermore give a different message to your existing customers to keep them coming back.

With effective retargeting:

  • increase confidence the people seeing your ads are relevant to your business
  • make useful product recommendations to customers
  • avoid showing new customer ads and offers to repeat visitors
  • offer special incentives to people who show a high level of interest, but haven't converted yet
  • improve ROI on your ad campaigns as you attribute conversion value more smartly

50-60% higher conversion among retargeted customersKimberley-Clark, 2013, via Wishpond

Retargeting tactics

Retargeting shouldn't be approached as a kind of spamming tactic where you simply re-show your ads to the same people as many times as you can. (Of course, there are lots of advertisers doing just that...)

The key to exploiting retargeting in a smart way is to look at the customer's path to conversion. If you understand the likely research steps a customer needs to go through before making a decision, you can ensure your messages strike the right balance of information versus sales-message at the right times. You might consider increasing the directness of the offer over successive ad displays. This is the kind of advanced retargeting where it will pay to have an expert marketing agency on board.

Another benefit of having experts like Enlightenment Media working on your ads is that we'll have an all-round awareness of where your traffic is coming from and what other campaigns are running. With retargeting there is no reason why you can't capture traffic from one source (such as people clicking on a news item, attendees of an event, or social media fans) and start targeting it within your ad networks.

Intent can also be considered a kind of retargeting method, offered in various forms in ad networks. Here, what you are doing is retargeting people based on closely related products and searches, even if they didn't actually visit your site. (Or you add the intent dimension to your own site audience.)

Dynamic Retargeting

Dynamic Retargeting is a powerful option for ecommerce sellers. Your ad automatically shows a selection of different products according to the items or categories that your web visitor has already been looking at.

Getting started with retargeting

Can retargeting work for you? Here are some of things you can look at:

  1. How much of your existing web traffic already consists of returning visitors?
  2. How much of your paid traffic is repeat visits?
  3. Which of your products/services seem to take more views and time for the prospect to come to a purchase decision? Why is this and what information do they need at the different stages?
  4. Will reminding users about your product/service work best if it is done immediately after their visit... or a bit later?
  5. Can time-sensitive offers work to persuade people who almost took action and just need a little urgency added? What about adding small incentives?
  6. Should people be shown the exact same product/service that they didn't take action on before... or something different but related?
  7. Out of all the people visiting your website pages, which ones will be most relevant to capture for a retargeting audience? People who logged in? People who abandoned a cart or enquiry? People who viewed a certain number of pages? People who arrived from particular ad campaigns?
  8. How many times should a user see a follow-up ad before you conclude they are not interested?

Retargeting and Privacy

The retargeting options available in major ad networks like Google AdWords will be based on ethical, legal, and anonymous tracking technologies. There's nothing "black hat" about it.

But privacy is a key concern for the modern web user, and as an advertiser you should respect this and build privacy awareness into a source of trust inĀ  your brand.

Here are some important considerations around retargeting and privacy:

  • Ensure your collection of data - usually this means via cookies - is legal and ethical. Make an effort to provide clear notifications for users and human-readable notes sections.
  • Provide easy ways for users to opt out of tracking and retargeting.
  • Abide by ad network rules - working with a professional agency such as Enlightenment Media will certainly help you avoid issues because of not reading page 201 of the fine print!
  • Take advantage of repeat-view limitations, in other words don't excessively re-show your ads to the same people if they are not taking action. This can be perceived as spamming, stalking, or hounding web users, all of which create a privacy issue.
  • Make sure there is a logical connection between where you gathered a tracked audience from, and the ads that you are retargeting them with.

Enlightenment Media will ensure that your ad campaigns, including retargeting, are done ethically and within best practices of respect for web user privacy. This peace of mind is very important when you entrust your brand reputation to an external marketing agency.

If you already have ad campaigns running, and you are bringing Enlightenment Media in to improve them, we will discuss how to add retargeting into these campaigns.

If you are just setting up, we will make sure retargeted is considered from the very start. Working on retargeting is not significantly more complex or time-consuming than the rest of the ad campaign setup and optimization: you'll get the same speed of execution as with the rest of the marketing solutions we offer you.

An innovative way to think about retargeting is to help users discover tailored information that they couldn't find (or didn't have time for) the first time round. Your ads provide a kind of navigation and recommendation service that your prospects appreciate. There are so many possibilities. Retargeting really brings a much more human and positive dimension to your display ads.

Contact Enlightenment Media today to explore the full conversion-boosting possibilities of retargeting ad campaigns.

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