Everybody wants more sales conversions. Regardless of the current situation of your company or industry, increased conversions will help your business grow and prosper. But wanting higher sales conversions and getting them are two different things. Sure, your advertising team probably has various content marketing strategies in place. It is essential you have a proper grasp of the reasons behind these tactics.

Are the advertisements targeting an actionable audience? That is one of the significant differences between retargeting strategies and other promotional methods. Not every customer takes a simple path to complete the purchase. It is not always as simple as someone viewing your site for the first time, becoming interested in your brand, and purchasing something during the same visit. While that would be a great case, the reality is this process takes time.

Creating a client journey map can help give you a better understanding of how the buying process works as the buying process is not a straight line. A consumer may stumble upon your site one day, browse it a bit, and then leave. Maybe one or two months later, they read one of your blog posts and subscribe to your email list. They could even pick up the phone and contact a member of your sales reps to ask some questions about your services and products. Still, it may take this person another few weeks or so to finally purchase something.

As a marketer, you should anticipate this behavior and aid shoppers through this unique process. One of the best ways to do this is through retargeting ads.

What is Retargeting and How Does it Work?

People are usually call retargeting as remarketing. It is a form of online advertising which can help you keep your brand in front of bounced traffic after they leave your site. For most of the websites, only 2 percent of web traffic converts on the 1st visit. Retargeting is a tool which is designed to help companies reach the 98 percent of users who do not convert right away.

Retargeting is so useful because it focuses your advertising spend on people that are already familiar with your brand and have recently demonstrated an interest. That is why most marketers that use it see a higher ROI than from most other digital channels.

When Does Retargeting Work?

Retargeting is a powerful conversion optimization and branding tool, but it works best if it is part of a larger digital strategy in conjunction with inbound and outbound marketing or demand generation. Strategies involving AdWords, content marketing,  and targeted display are great for driving traffic, but they do not help with conversion optimization. Conversely, retargeting can help increase conversions, but it cannot drive consumers to your site. Your best chance of success is to use one or more tools to drive traffic and retargeting to get the most out of that traffic.

In this post, I will explain everything you need to know about retargeting so you can increase sales conversions for your company.

1.  Make sure your retargeting strategies have a goal

First, let’s cover the basics.

Web designers designed retargeting ads for people that have already visited your website.

You can also target customers that are in your database from a lead generation campaign.

These ads are not as simple as traditional banner ads that target everyone.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

There are seven different types of retargeting methods:

  1.     target individuals based on the searches they conduct on Google, Yahoo! and Bing;
  2.     target individuals based on the specific products viewed, actions are taken or actions not taken (such as abandoning shopping card);
  3.     how the target individuals have arrived on your site – use the inbound event to customize better messaging;
  4.     target individuals who are interacting with your email programs;
  5.     individuals who have visited a partner site that shares a similar interest;
  6.     target individuals who have interacted with distributed content (a custom Facebook page, an online game/application or an expandable video ad unit);
  7.     target individuals who consume similar content to your existing customers.

With so many various ways to approach this marketing tactic, it is crucial you have a clear goal in mind.

If you have never done this before, I do not recommend trying to implement all these strategies at the same time.

Pick one and go with it.

Start by targeting people who:

Knowing whom you are going to target will make the rest easier. Now you will have a better understanding of where these customers are coming from. The goal of your retargeting strategy should be to create awareness and increase conversions.

As you saw earlier, people are not always ready to buy something the first time they visit your website. In fact, 92 percent of consumers are not looking to make a purchase the first time they check out a website. That is why creating brand awareness has to be one of your goals. Even if the customer has already heard of your brand and is familiar with your company, you should keep reminding them about what you can offer. This will make it much easier to get conversions, which is your primary goal.

Your company may have some other goals as well. It could be driving clients to specific products, subscriptions, or services. Just make sure those goals are surely defined before you start. That way everyone is on the same page, and it’ll be easier to measure how successful these campaigns are.

2. Use pixel-based and list-based retargeting

Pixel-based retargeting is one of the most common methods to execute your plan. Once someone visits your website, a browser cookie is stored to retain that information. This is how you can find people who have visited your website. Now you need to get a retargeting platform. The cookie will notify the platform and provide that consumer with your ads based on what pages they viewed on your website.

Pixel-based retargeting is excellent because of its timing. People will start seeing your ads almost right after they have left your website. This keeps your brand fresh in their minds. But the pixel-based strategy is not foolproof. It is wholly based on cookies from the people visiting your website. If you are not getting web traffic in the first place, you will not have anyone to retarget.

List-based retargeting focuses on people who are already in your database. It is not as common as pixel-based, but it has plenty of benefits. You can even focus on your existing clients.

Segment these people into various groups to make your advertisements more relevant to them. I will go into greater detail about your current customers and list segmentation shortly.

As I said before, for pixel-based retargeting to work, you will need a platform to communicate with those web cookies. You acquire after someone visits your site.

Some of the top options to consider are:

Check out these websites and see which one best fits the needs of your company.

But for the most part, you will notice a lot of similarities between different platforms.

3. Update your ads

One of the biggest mistakes I see businesses make is running the same retargeting ads over and over again. Your campaigns are not going to convert 100% of the time. It just will not happen.

Here is something else to keep in mind. Consumers are not stupid. They do not think it is a coincidence they are seeing these ads right after visiting your website. So, switch it up.

If your current ad is not getting someone to convert after they have been exposed to it for a few weeks, you will need to run another one. Offering something different can potentially grow the chances of getting a conversion. You should also A/B test your ads. The key here is to ensure your ads do not get stale. A/B testing will also help ensure your conversion funnel is optimized.

4. Create customized landing pages

When a client clicks on one of your ads, it should not bring them to the homepage of your website. That is ineffective. Instead, ensure you send them to a landing page directly connected to the ad they clicked on.

If you are pitching a specific product or service, make sure the landing page matches the ad. When clients have to search your website to find what they are looking for, it will negatively impact your sales conversions.

5. Focus on your existing customers

Retargeting campaigns do not need to draw attention to only new customers. I have said it before: you can increase revenue without acquiring new customers. This is the perfect opportunity for you to reach out to email subscribers who have not been active in a while. As I hinted at earlier, that is why you should segment your email lists.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Segment your subscribers based on their activity and interests. Send them retargeted emails based on their previous purchases or browsing history you have collected through their customer profile.

The benefit of retargeting your old or current customers is that they have another level of familiarity with your brand. They know more about your business than the people who have visited your website but never bought anything. You can also try to upsell or cross-sell to these customers. Rather than getting a new customer, it is easy to retarget me by offering a card I do not have.

If this does not work, a month or so from now. I could potentially see a different ad offering another card I do not have.

Conclusion

The audience and target market for your advertisements should be ready to act. That is why retargeting campaigns are so useful. You focus on people already familiar with your brand and interested in buying something. If you use pixel-based retargeting strategies, you will be focusing on website visitors who did not convert. Increased website traffic does not necessarily lead to sales conversions.

That is why your retargeting campaigns should not be aimed at just anyone. Have a clear goal for your campaign. Make sure you find the right service and software to help your website utilize cookie information left by the visitors looking for a product or service.

If a retargeting ad does not convert, do not give up on that consumer yet. Try to switch it up after a few weeks with a different offer. When someone clicks on your ad, ensure it does not bring them to your homepage. Instead, have customized landing pages for each ad.

If you follow these tips, you will be able to increase sales conversions through retargeting strategies.

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