Whether you’re using your website to sell products, make money off of advertisers or you just want to share your message with others, you need to make sure people are constantly coming to your site. There are many options available for driving traffic including SEO, eMail marketing, display advertisements and others. One of the newest, and most effective, options is known as ad retargeting.
The simplest way to explain ad retargeting is to say that this is a concept that identifies people who have been to your site at least once, but then left. You then have advertisements displayed to these individuals to attempt to bring them back to your page. It is most commonly used on ecommerce sites where people look at a product, and then browse away while thinking about whether or not they want to purchase. Displaying an ad for that product can remind them of it, so they come back and buy it.
Adding Retargeting to your Marketing Strategy
As you can see, ad retargeting is an extremely powerful marketing technique. In almost all cases, however, it can’t be effectively used as a standalone advertising strategy. Instead, you want to combine it with other advertising and SEO efforts. This way you will have a steady stream of new visitors coming to your site, and then those that ‘get away’ without completing the conversion you desire will be drawn back in through the retargeting ads.
This way you will get a second chance at selling them. Many businesses that have used ad retargeting in conjunction with SEO, display ads or social media marketing have found that they were able to convert a much higher percentage of visitors than ever before. Most experts agree that this is because many people will come to one site while doing research, but then when they are actually ready to buy they end up finding another site. With retargeting, the chances are much higher than those doing research will find their way back to your site to complete the sale.
Add Retargeting Configuration Options
There are many ad networks that offer retargeting, and each of them will have different configuration options to set up. The following are some of the most important factors to be aware of when setting up a new campaign. Keep in mind these features will be called something different with each ad network, but they typically do the same basic thing.
There are, of course, many other options to choose from as well, but these are some of the most important to be aware of. Like all advertising campaigns, retargeting requires that you take the time to properly set it up in the beginning so you can get the best results over time.
Common Retargeting Mistakes to Avoid
While ad retargeting is a fairly easy option to set up, there are some common mistakes that marketers tend to make. Look at the following potential pitfalls that people fall into when setting up new retargeting campaigns, and try to avoid them as much as possible:
The most important thing is that you need to make sure you are constantly learning from both your failures and your successes. With time and effort, you can grow your ad retargeting campaign into the most successful marketing strategy possible for your website.