#WaterCooler Ep. 109: Retargeting Best Practices
The first “banner” ad appeared over 20 years ago on Hotwire.com. Due to the saturation of ads, we as consumers developed a condition called banner blindness. But there’s been monumental shift in the last few years as ad networks have enabled marketers to deliver highly targeted, relevant ads based on the behaviors and interests of internet users.
Nearly three out of five U.S. online buyers said they notice ads for products they looked up on other sites - this practice is known as Retargeting.
Recorded September 21st, 2016
Where does retargeting fit into the digital marketing model?
Build Brand Awareness
Create Personalized Ads
Get More Conversions
Key stats about retargeting
98% of visitors leave your site without converting
400% boost in ad response with retargeting
70% more likely to convert on your website with retargeting
30% of consumers have a positive or very positive reaction, and only 11% react negatively
60% of consumers have noticed retargeting ads after visiting the advertiser’s site
Check out more information in this infographic, created by the folks at Wishpond.
How does retargeting work?
Once a user lands on your website, they are tagged with a cookie. This cookie earmarks the user, allowing you to target them with customized ads wherever they go online. Retargeting allows customization, meaning you can target people who have shown interest in specific pages or categories of your website.
Keys to Success in Retargeting
If your potential leads see the exact same ads over and over again, they will stop noticing them. Modify your ad design and copy from time to time to keep them engaged.
2. Clear Calls to Action
Retargeting ads aren't very big, so you need to be clear and concise in your CTA. Tell your audience exactly what you want them to do (and why they should).
3. Targeted Landing Pages
Retargeting doesn't exist in a vacuum - it's part of a larger strategy. Your ad needs to send the prospect to a landing page that fulfills the promise you made. See our best practices for landing pages for more advice.
You can't understand what's working and what isn't if you don't evaluate the performance of your retargeting campaign. Remember: the primary goal of retargeting is impressions. Beyond that, use analytics on your landing page to see the steps your visitors take before they convert.