What is retargeting?
Retargeting is the process of reaching out to the 98% of people who landed on your website but didn’t complete a call to action (like purchasing a product, downloading an ebook, or completing a registration form).
Your website might be getting lots of traffic, but the fact is the average conversion rate for first-time visitors is just 2%. What does this mean? Although you’re getting the traffic, you’re not getting the sales.
How retargeting works
Retargeting is the process of following or tracking your website visitors online after they have left your site. This is where ‘cookies’ come into the picture.
When a person visits your website, the browser drops a cookie. (FYI: A cookie is a piece of data that embeds itself in the browser of the user, enabling tracking of the websites they visit.) The cookie then implements the retargeting strategy by placing your ads on other sites that the user is visiting, enticing them to click through and return to your site.
These ads are only targeted at users who have previously visited your site (i.e. shown interest in your web page), but haven’t yet completed a call to action or made a purchase.
Here’s a quick overview of retargeting ads in action:
1. A user visits your website.
2. They leave the site without completing any call to action.
3. They browse other sites.
4. Your ad appears on another web page that the user is visiting (thanks to ‘cookies’).
5. The user, having previously been interested in your website, clicks on the ad and returns to your site, where they complete the call to action (for example, they purchase your product).
1. The reason you want to retarget website visitors is because it takes 7 to 8 times for buyers to see your offering before most will respond.
2. Don’t be afraid to try retargeting. It’s easy using Facebook Ads and the Facebook Pixel. If you use WordPress, there is a plugin for that.
3. Your ads should have the same look and feel of your website to help you maintain branding.
4. Avoid generic messaging in your ads. Be more personal in these ads than in other ads since the people you’re targeting already know who you are.
5. When embarking on a campaign consider creating multiple types of ads including text ads and display ads.
6. Did you know that you can cap the number of times your customers see your ads? This is important because you don’t want them to feel as if they’re being followed around in a creepy manner.
7. When you decide to do retargeting it’s imperative that you know which pages of your site to tag so that the right people see your message. Tip: It should be landing pages, not a generic page.
8. Try creating call-to-actions for each of your sales funnels so that you can target each ad you create appropriately based on the call-to-actions.
9. If you’re using Google Ads in your retargeting efforts enable your ads to show up in multiple sizes so that publishers can show your advertisement regardless of their size standards.
10. If hard call-to-actions aren’t working (buy now) soften your call-to-actions to offer free downloads, a webinar, or a lower priced entry item.
11. Your best campaign starts with great ad copy and a high converting landing page. Don’t skimp on either if you want to be successful with your retargeting campaign.
12. Use Facebook Ads to target newsletter subscribers. These people already know who you are and they’ll respond at a higher rate to your ads.
13. Did you know you can import your newsletter subscribers to Facebook as a custom audience?
14. When you target the audience members who have already seen what you offer, you’ll get a much higher return on your investment in ads than regular ad types.
15. You can put your Facebook pixel on all pages of your site or on particular pages of your site to better target audience members in your retargeting effort.
16. To build a retargeting ad on Facebook, first install the Facebook Pixel on your website pages. You can get the Facebook Pixel code in your Ad Manager.
17. Don’t be confused about the Facebook Pixel. You get the same Pixel for all sites. Connect it to your ad and website. Then watch as it works its magic.
18. Using your email list to retarget those subscribers is a great way to get the attention of list members who aren’t opening your emails.
I know this can sound a bit confusing, especial if you have not done retargeting before. Contact Dara’s Design today for a free consultation on how a retargeting campaign can help.