By now, you’ve probably noticed concurrent ads that appear after you visit a website. While this may seem like some mind-reading magic, those ads are simply a result of one of the most powerful tools in digital marketing: re-targeting.
What is Retargeting?
Re-targeting is an effective method that displays banner ads to individuals that have previously visited a website. This is tailored to consumers that are interested in a product, good or service, but did not convert. Re-targeting says, “Hey! I know you didn’t forget about us. Here’s an ad to remind you why you visited our website in the first place.” It gives potential consumers a push in the right direction to revisit the website and possibly convert. But how exactly does re-targeting work?
Re-targeting is able to track consumer behaviour through a snippet called a pixel. A pixel, or tag, is a necessary code that is placed on the website in order to collect user information. This pixel is unnoticeable to users and will not affect the performance of your website.
The re-targeting pixel allows you to track website performance on things such as the click through rate, return on investment (ROI), and cost per click (CPC). Not only does re-targeting increase awareness and conversions , but if gives you the immediate results you need to review your overall performance. Marketers are also able to control where and when re-targeting ads are placed across display networks.
How to Retarget Your Audience:
Once you have composed your re-targeting list, compose a campaign that will be relevant to their past online behaviour. While you can create a variety of campaigns, try creating something that will persuade the consumer to convert. For example, someone was interested in a t-shirt on your website. They loved it so much they put it in their cart, but they didn’t love it enough to purchase it. Knowing this information, you can create a re-targeting ad with a special offer, such as free shipping, to encourage a conversion.
Along with creating a campaign, identify the best times to retarget to your audience. When they will see the first re-targeting ads? How frequently these ads are shown? This is important because you do not want to annoy potential customers or make them feel as if their privacy is being invaded. Consider capping the amount of times a visitor sees your ads to avoid this issue.
Incorporating re-targeting into your marketing plans is a great way to have the upper hand. Understand your audience and how to improve your strategy with the simple use of a pixel.
Learn More About Marketing with Digital Future Marketing:
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