Retargeting, also referred to as remarketing, 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 even for many in the marketing world, it’s an incredibly powerful technique to have in your search marketing toolkit. Put simply, retargeting ensures that your website visitors and, more importantly, potential customers, don’t forget their visit to your site. 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, make an enquiry or subscribe to your newsletter. Alternatively, you can also make use of retargeting on a broader level as part of an intelligent, strategic online brand awareness campaign.
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 AdWords 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.
Why use Red Cow Media for retargeting?
The team at Red Cow has been making use of retargeting since it very first came out, and even used one of the very first iterations of popular remarketing platform AdRoll. As such, we are vastly experienced in this field of online marketing in comparison to the majority of other agencies. We are one of a select few agencies outside of London who are on the Preferred Agency Scheme with AdRoll, which gives us advance access to the newest developments in retargeting strategies, ensuring that we always stay ahead of the curve and that our clients benefit from the latest techniques as well as our wealth of experience.
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
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 into category segments. The segments can be created based on a number of things, which will depend on your goals and the nature of your website, some examples are as follows:
Previously Visited Segments
Previous visitor segments retarget users based on the pages they visited on your website. This can include higher level menu pages, such as 'men's clothing' or 'men's t-shirts' and can get as specific as individual product pages, providing you have enough website traffic to support the creation of a segment.
Intent segments gauge a user's level of interest in your website by measuring engagement. Using the number of pages viewed, we can then retarget users who have a higher 'intent to purchase', filtering out those who have bounced or have showed little interest. Retargeting users by intent is an extremely cost effective method as budget isn't wasted on bounced users.
In ecommerce, users who have added items to their baskets and then left the site without completing checkout are prime for retargeting as they, arguably, have the highest intent to purchase. They may have not completed the checkout process due to a lack of time, may have left to compare with a competitor or even be waiting for pay day to come around. In any case, these visitors usually offer the highest conversion rates in retargeting and should be included in any retargeting campaign for an ecommerce website.
Once we have segmented your users, we then create advertisements based on the page content that they have viewed and send them out to the visitors segment by segment. This can get as targeted as showing them the exact product they originally viewed via a product feed, or stay higher level with branded adverts depending on the desired outcome and goals for the campaign. 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, lead or enquiry.
Why do you use AdRoll for retargeting instead of Google AdWords?
By utilising a combined dashboard, we are able to send retargeting adverts out across a number of advertising platforms, rather than solely the Google Display Network (GDN). The AdRoll platform opts into over 8 major display networks, including the GDN, giving much wider coverage of the internet and meaning we can reach more of your users once they have left the website.
The networks in the dashboard include the Google Display Network, Facebook Ad Exchange (FBX), Bing Ads, the Bing & Yahoo Network, Microsoft Advertising and many more.