Have you ever looked at a website only to have ads follow you for days afterwards? That’s retargeting! In today’s article, we take a further look into what is retargeting and how can it drive leads to your business. Continue reading to learn more about what is remarketing in digital marketing and how it can help to drive your business forward. Or if you would prefer to get started right away call us on 1300 659 035, e-mail [email protected] or get in touch online now for professional help with Google remarketing.
What is Retargeting?
Digital retargeting aims to deliver online ads to prospective customers who’ve already expressed interest in a product or service. This might be a person who has briefly browsed your website or someone who has gotten as far as placing an item in a cart only to abandon it at the last second. Retargeting can be as simple as displaying items that a person has already clicked on, or as advanced as showing a carousel of similar items a website believes a customer may like (regularly used by fashion companies such as ASOS and Shein). It can also target customers who’ve previously made purchases on your website. If a company can tread the fine line of building awareness without being invasive, it has the potential to increase conversions by 51%.
What is the Difference Between Remarketing and Retargeting?
Though it’s easy to get the two mixed up, remarketing typically involves using one platform such as email to target past customers, whereas retargeting is a broader approach that uses multiple mediums to target past and prospective customers. Though retargeting is the term used for displaying digital advertising, Google Ads refers to their platform as ‘Google remarketing.’
How Does Retargeting Work?
Retargeting works by using a code or ‘pixel’’ and embedding it on pages of your website. When a person visits that page, they get added to your remarketing audience via web cookies (data stored on a user’s computer). The most popular platform used for retargeting is ‘Google remarketing’, which shows users display banner ads, though retargeting can come in the form of text-based and video ads too.
What is Retargeting and What Are Its Benefits?
In summary, retargeting helps you to:
- Reach people who have already expressed interest in your company, products or services.
- Build brand recognition,
- Increase chances of converting a lead.
- It is affordable!
Reach People Who Have Already Expressed Interest
Like PPC and SEO, retargeting targets people who are actively searching for a business like yours using keywords. However, whereas PPC and SEO can get people to click on your website, retargeting can capture visitor that’s gone further than an initial browse – from early funnel stages such as clicking on a product or as far as putting an item in a shopping cart. A lot of digital marketing efforts cast a wide net to people who may be interested in a product, whereas retargeting targets people who have actively expressed interest.
Build Brand Recognition
Google retargeting is great for building brand recognition, as it often takes a user several impressions before taking an action. Subconsciously, the more a person sees a branded image, the more likely you are to trust the name. Of course, too much awareness can cause an adverse effect, as a user may feel as though they are getting ‘stalked.’ Retargeting platforms will give you the option to choose how many ads to show and be limited to a frequency cap to ensure audiences don’t develop a negative opinion of your brand. Consider either showing your ad at a lower frequency for a longer time or higher frequency for a shorter time.
Increase Chances of Converting a Lead
Retargeting is shown to vastly increase the chances of converting a lead and is an absolute must-have for eCommerce. Not only do you have the ability to send targeted ads to specific audiences, but retargeting can also directly link a user to a page they abandoned and prompt a quick conversion. Or you could even use retargeting to offer a user a discounted rate on their shopping cart which gives them more incentive to click on your ad.
It is Affordable!
The average cost of retargeting on the Google Display network is between $0.66 – $1.23 a click, which is remarkably lower than Facebook’s cost per click and high-performance PPC keywords. Considering the chances of converting are significantly higher the further a user gets into the sales funnel, and it’s well worth the investment. When combined with SEO and PPC, retargeting can act as the final push to convert interested users into buyers.
How Do I Get Started with Google Remarketing?
We hope you’ve enjoyed learning what is retargeting in digital marketing. If you’re looking to set up Google remarketing for your website, contact our Brisbane digital marketing agency team today and chat with an expert Google Ads manager. Call 1300 659 035, e-mail [email protected] or get in touch online now to get started today.