Have you ever wondered why advertisements for products that you forgot you were interested in suddenly appear when you’re browsing on unrelated web pages? Well, there’s one simple answer to this question, and it could be an important addition to your digital marketing strategy. Just like you may have forgotten about a product that you came across while online shopping, the prospects and leads that you want to convert also face similar circumstances. In fact, studies have shown that 92% of first-time visitors to a brand’s website do not make a purchase. In order to make sure that those potential customers don’t slip too far out of reach, you’ll need to make sure that you stay on their radar. Here, we’ll teach you everything you need to know about getting started with display marketing and retargeting, so that you can keep your business growing, and ultimately achieve a maximum return-on-investment.
What is retargeting?
Retargeting is a powerful marketing strategy that uses cookies to find and remind visitors (who are already familiar with your brand) of the products and services that you offer, with the ultimate goal of conversion. As previously mentioned, only about 8% of users who are visiting your website for the first time are ready to make a purchase, so retargeting is a great way to not only stay relevant in their minds, but to also continue persuading them of why they should follow-through. One of the most popular and effective ways to implement retargeting into your marketing strategy is by using display ads, which we’ll get into later. First, here are some reasons why you should consider integrating a retargeting strategy into your marketing plan:
Re-engage lost visitors
You already know what these particular prospects are looking for, so retargeting allows you to use this data to find them, and direct them back to your website.
Reminds previous website visitors why they should follow-through with your business’s products/services, rather than your competitors’
Remember: consistency is key. Continuously reminding those potential customers of your business’s values and mission will work to persuade them why you’re the right choice for them.
Increases website traffic from the prospects that YOU want to convert, at any stage in their buyer’s journey
You don’t want just anyone on your website. Use retargeting to focus on earning conversion from the right people.
Promotes brand awareness
Retargeting allows your brand to stay relevant in the minds of your target audience members
Ready to start retargeting?
Here’s how:
Now that you understand the importance of retargeting, you might be wondering how to begin implementing this tactic into your digital marketing strategy. Luckily, we’re here to help. There are many ways that you can start setting up a retargeting program, including Google Display Network Ads, Facebook Ads, and social media. Additionally, you can work with an agency, like Lift Digital Marketing, to provide retargeting services that are conducted by specialists with decades of experience. Regardless of how you decide to start incorporating this technique into your digital marketing strategy, you’ll also need to understand another major component that works excellently with retargeting: display marketing
What is display marketing?
Have you ever been reading an article online when an ad for a brand that you’re familiar with appears in the sidebar, or as a banner at the top of the webpage? Well, those are referred to as display advertisements, and they are a great example of retargeting in action! Display ads are a great way to capture the attention of members of your target audience, including, but not limited to those previous website visitors that you’re trying to convert.
Display ads are visual-based, and can take on many forms, like images, banners, and buttons. Unlike text based-ads that appear exclusively on search engine pages, display ads can be targeted to appear anywhere on the web that your prospects and leads are browsing, making it a great way to gain awareness!
Benefits of display ads
Visually appealing
One of the key benefits of display ads comes from their visual nature. In fact, recent studies have shown that adults exhibit more positive reactions when faced with visual ads for products that are shopping for, rather than text ads.
Diverse
Display ads allow you to demonstrate your business’s creative range! Utilize all types of display ads, from static images to videos
Reinforces your brand’s message
Take advantage of eye-catching ads to promote a clear call-to-action (CTA)
Allows you to reach millions of people all across the web
By using an ad network, your display ads gain the ability to appear across multiple different ad-supporting websites, which increases brand awareness
They are targeted
This means that you decide exactly who gets to see your ads based on specifications such as demographics.
Increasing Conversion Rate by using Display Marketing & retargeting in tandem
Now that we’ve established how retargeting and display marketing are each fantastic tools to include as part of your digital marketing strategy, let’s discuss how you can use them together to achieve maximum benefits.
Google Ads is a largely popular and cost-effective way to drive traffic to your website by bidding for top-ranking spots for text-ads on the search results page.
Microsoft Ads
Similar to Google Ads, you are also able to reach new prospects by choosing ideal keywords for bidding to appear as text-ads at the top of the Microsoft search engine page. One of many great things about display marketing is that you can measure how well your ads are contributing to your marketing campaign’s success. For example, if your business is practicing SEO or PPC marketing, you’re likely already utilizing programs like Google Analytics to track performance and engagement. Tracking the effectiveness of your display ads is no different, and it can be an important indicator of the direction of your conversions and ROI.
If you notice that your display ads are getting clicks, but not leading to the conversions that you want, then this could be a sign that you should start modifying and retargeting those ads to appear in front of the prospects and leads who will give you the results that you’re striving towards.
Conversely, you could also use display ads to improve your retargeting campaign! For example, if your analytics are showing that visitors are leaving your website without taking any action, then you know that you’re going to have to start retargeting if you want to bring them back. However, tracking down those potential customers on the web simply just isn’t enough, and that’s when display ads come into play!
Re-capture the attention of lost visitors by using a strategically designed display ad at the right place and the right time, to remind them that your business can provide them with the products and services that they are looking for!
Interested in learning more about how Lift Digital Marketing can provide you with the display marketing/retargeting services you need? Feel free to CONTACT US
