What is Retargeting?
Retargeting, also known as remarketing, is a form of online advertising that targets users who have previously interacted with your website but did not complete a purchase or desired action. By displaying relevant ads to these potential customers as they browse other sites, you increase the likelihood of them returning to complete a transaction.
The Benefits of Retargeting Ads
- Higher Conversion Rates: Users who see retargeting ads are more likely to convert. They’ve already shown interest in your product or service, making them warm leads who are more receptive to your marketing efforts.
- Increased Brand Recall: Retargeting helps keep your brand at the forefront of your audience’s mind. Frequent, targeted exposure ensures your brand stays recognizable and top of mind, which is crucial in a competitive market.
- Cost-Effective: With the ability to specifically target users who have shown interest in your offerings, retargeting tends to have a higher ROI compared to other advertising methods that might target a broader audience.
- Customizable Campaigns: Retargeting allows for highly customized ad campaigns based on user behavior, such as which products they viewed on your website or how much time they spent on specific pages.
Best Practices for Retargeting Campaigns
- Segment Your Audience: Not all visitors to your website are the same. Segment your audience based on their behavior. For example, you might target users who added items to their cart differently from those who only viewed a product page.
- Limit Ad Frequency: While it’s important to remain visible, too many ads can lead to ad fatigue and can annoy your potential customers. Find a balance in how often your ads appear to each segment.
- A/B Testing: Continuously test different versions of your ads to see what resonates best with your audience. This can involve variations in imagery, call-to-action buttons, and ad copy.
- Offer Incentives: Entice users to return to your website by offering special discounts or limited-time offers. These incentives can make the difference between a conversion and a missed opportunity.
Real-World Success
At Onside Online, we’ve implemented retargeting campaigns that have significantly increased conversions for our clients. For instance, a Brisbane-based e-commerce store saw a 30% increase in sales within the first month of launching a retargeting strategy that targeted cart abandoners with discount offers.
As we continue to navigate the complexities of digital marketing, retargeting remains a potent tool in our arsenal, helping businesses turn potential interest into loyal customers. By leveraging the strategies outlined above, your business can enhance engagement, increase conversions, and ultimately drive a higher return on investment.
In Summary
Retargeting is not just a tactic; it’s an essential component of a comprehensive digital marketing strategy that prioritises conversion success.
Leigh Reading, Owner and Founder, Onside Online