Display & Retargeting
Remarketing, also referred to as retargeting, is an excellent way of keeping your business in people’s focus and regaining their attention after they leave your site. Although it is still a relatively new concept for many, it’s an incredibly powerful technique to have in your search marketing toolkit. Put simply, retargeting ensures that visitors and, more importantly, potential customers, don’t forget their visit to your website. As it can be set up to such a granular level, the specific items or services that visitors viewed during their visit to your site can be shown to them afterwards in adverts, prompting them to act upon their initial interest by returning to make a purchase, enquiry or subscribe to a newsletter.
So, how does remarketing work?
We use a pixel to track user behaviour on your website, allowing us to track where visitors have been and collect them in category segments – usually the categories will be based on the pages that they viewed. We then create advertisements based on the page content, and send them out to the visitors who viewed the original page. This can get as targeted as showing them the exact product they originally viewed, or stay higher level depending on the desired outcome. Using retargeting to advertise to people who have already shown an interest in your product or service vastly improves your chances of converting them to a sale or lead.
Remarketing: The vital statistics
Statistically speaking, retargeting is one of the most powerful online marketing channels.
- More than 90% of visitors who browse a website don’t complete a transaction during their first visit
- Returning customers who have been retargeted are almost 70% more likely to make a purchase compared to those who have not been retargeted
- Customers that have been remarketed to have been found to spend up to 50% more on average than customers who have been shown standard, non-targeted banner ads
This is because effective use of retargeting within a search campaign can:
- Increase conversion rates by up to 600%
- Cut cost per conversion (CPC) by up to 50%
- Increase online sales by up to 20%
- Improve click through rate (CTR) by 50%
- Decrease cost per click by up to 75%
If 90% of potential customers leave a website without making a purchase in the first instance, what company wouldn't want to entice them back to complete a sale? Retargeting represents a natural progression of the typical 'sales cycle', but in an inbound way.
There are various platforms for retargeting, such as the Microsoft and Yahoo ad platforms, as well as FBX (Facebook Exchange) with Google being the most prominent. The ideal platform to use will depend on a number of factors including your business, desired conversion type and target customers, but using multiple networks increases the chances of a successful campaign.
We can help you with a variety of search remarketing services including:
Retargeting set up
Full retargeting campaign management
Retargeting banner creation
Advice on targeting and ad content
Conversion tracking, analysis and optimisation