There is a great, old-school marketing rule of thumb that all marketers know and respect: Marketing Rule 7 – if you want someone to make up their mind about buying your product, they need to see either it, your brand, or your message at least seven times.
Before the internet and social media diversified the world of marketing, brands had other ways to communicate their message to their clients:
- TV adverts
- Magazine spreads
- Newspaper ads
- Cold Calling
This list is ever-growing now that digital marketing has entered the mix. The day a consumer buys a product is rarely the first time they came across it. There is a good chance that the first time they saw your product, they thought, “This is awesome! But I don’t need this right now.” You don’t expect them to remember the product several months down the line.
The Digital Side of Marketing
Digital marketing has genuinely revolutionized the way brands interact with consumers. As the internet grew and developed into becoming the modern consumer’s source of research, brand communication, and eventually, a purchasing tool, an effective method called ‘media buying’ was born.
Digital media buying is the practice of cleverly buying advertising space on social media platforms, apps, and websites for a specific time-frame. Marketers use this method to drive traffic to their sites.
Digital media buyers tend to research in-depth as to who their target audience is and what is that demographic’s consumer behavior. But going back to Marketing Rule 7: just because the consumer clicked on your brand’s banner and went to your website, what are the chances that they will leave and never come back? Pretty high: 98% high.
This is where ad retargeting makes an appearance. Retargeting helps you bring back the window-shoppers that visited your site and transform them into buyers by tracking your website’s visitors and displaying your ads to them when they go to other websites online.
What is Ad Retargeting, and why is it significant?
Retargeting is extremely effective as it focuses on people who have already visited your site and are familiar with your brand. You don’t need the visitor’s email or contact info to reach them; due to data protection regulations enforced by GDPR, your website will need to ask permission from visitors to ‘Accept Cookies.’ Most people have no idea what that means and click yes to get on with their day. This is why they may never even know they’ve been retargeted and think that your brand is so popular that it features on every website they visit.
You Need To Retarget Ads
Retargeting offers excellent results – it can skyrocket your website’s traffic and essentially convert 70% of that traffic into buying clients. It helps build brand awareness and target the right consumers. With standard display ads, you will see advertisements that may be irrelevant to your lifestyle and hold no interest for you.
How Does Ad Retargeting work?
Many helpful platforms can help you retarget your ads, one of them, and the most popular, is Google Ads.
Google calls this feature ‘RSLA’ or ‘Remarketing Lists for Search Ads’ and describes it as
Retargeting lists allow you to use segments from your database of customers or visitors whose email addresses you already have. Once you have added the retargeting tag to your website, you need to upload your existing list of clients’ email addresses to your choice’s retargeting platform, such as Facebook or Twitter, for example. This method allows you to customize your targeting approach as it relies on consumer behavior. Once you upload your list on the platform of your preference, your audience will start seeing your ads around the web. With retargeting lists, you can improve bids on your existing keywords and even incorporate email retargeting into your strategy.
Email retargeting, for example, is a method that allows you to define what type of ads you send to your clients. You can send your clients offers for products they have already purchased from you or products from a category they have shown interest in before.
Retarget Ads and Consumer Behavior
I find it very important to pay attention to the intent of the users who visit your website. Those visitors that tend to spend just a few seconds on your website and don’t click on other pages tend to have little interest in your offer. There is no use in retargeting ads to them. On the other hand, visitors who spend a significant amount of time on your website and browse through it are more likely to convert into actual customers.
In addition to this, timing is critical- I always find it essential to retarget ads at the right time. The time-frame between when someone visited your website and when they first saw your ad is crucial, as you don’t want to bombard your visitors with ads too quickly.
Retargeting is not just a suggestion; it’s a must! It offers you an opportunity to reconnect with clients who are already interested in your brand message but may need some convincing. As I always say, make sure your webpage is optimized, offers excellent branded content, and you can use ad retargeting in an effective way that will help you reach your existing clients as well as potential ones.
Stuck on a retargeting strategy? Join Forex-Ads, and one of our retargeting ninjas will show you the best way to optimize your campaigns!