It is engrained in my mind as a Digital Strategist to note (and critique) every detail of how a brand markets to me throughout the ecommerce sales funnel. In the last couple weeks I have paid particularly close attention to companies who employ Retargeting. While many (non-marketers) may not know Retargeting by name, most have experienced being on the receiving end of a campaign. As a refresher, Retargeting is the marketing method in which a site you have visited places a “cookie” in your browser… once the cookie is set, an advertiser is able to show ads to you elsewhere on the internet.
“Roughly 2% of ecommerce traffic converts. Retargeting goes after the other 98%.”
My last civilian (non-work related) Retargeting experience was last week while in search of an LED strip lighting to put along my mantel. I’ve ordered a strand before from Amazon and they lasted two years… until my husky yellow lab mix puppy, Chloe, got ahold of it. In my quest to order some new lights I went to Google search and put in my query “LED light strips”. I noticed a few Google AdWords ads offering LED lights and saw the PLA’s (product listing ads) with images of various LED light packages. I clicked on the ad for Amazon as I bought my lights there before and was happy with that experience. After shopping around for awhile on Amazon and a few other sites I decided I wanted to wait a bit before I made a purchase.
The next time I logged onto my computer and surfed the internet I couldn’t help but notice ads for LED light strips EVERYWHERE. Not to mention the email I received from Amazon about the LED light strips I added to my cart that I was interested in. After about an hour of being on the internet I couldn’t get the LED light strips off my mind. I went to Amazon and completed my purchase. Boom, two days later with Amazon Prime my lights were at my door. This is a perfect example of the power of retargeting in ecommerce. I’m sure you have your own story you’re thinking about of a time you were retargeted on a product and in turn completed the purchase. In fact, website visitors who are retargeted through ads are 70 percent more likely to convert.
As a Strategist here at Brand Labs, Retargeting is a major tool in my tool belt and a tactic I use to drive revenue and brand recognition for our clients. Maximize your Retargeting campaigns success with these simple guiding principles.
Know the Goal.
Like any marketing campaign you must establish the goal and how you will measure success.
- Increase revenue
- Acquire new customers
- Increase site engagement
- Increase brand awareness
Choose the Right Platform:
These platforms take care of the technical nature of retargeting allowing you to focus more energy on strategy. No matter your niche or business size, there is a platform out there for you. We most often choose the following platforms for our clients.
Google offers a few different options for retargeting. Remarketing lists for search ads (RLSA) lets you retarget people who have previously visited your site by creating custom search ad campaigns. These campaigns will pop up on Google to these visitors and you can tailor your bids for your best strategy. Another type of retargeting Google offers is product listing ads (PLAs). PLAs are the images of products you see at the top when you enter a product search query in Google. If someone has previously visited your site your product will appear before others.
Adroll is a retargeting platform that integrates with other platforms like Facebook, Google, Twitter and 200 other leading networks for maximum reach. You can create ads, update campaigns, and view ad performance all in one place. There is even a real-time bidding algorithm in place called BidIQ to ensure your ads receive the right placement for the right price.
Retargeter is a full-service display advertising solution. They specialize in retargeting offering site, CRM, and search retargeting. In addition they offer audience and contextual targeting and dynamic creative optimization. The bidding is dynamic and helps you optimize your ad campaigns.
Advertising on Facebook has become really popular over the past few years. You can retarget previous visitors on your website through Facebook Pixel. Simply implement the Facebook Pixel code on your website and Facebook will start serving you Facebook ads to a custom audience you select in your Ads Manager.
Build Strong & Targeted Campaigns:
- Produce great creative — Produce relevant creative and copy that encourages a prospect to return to your site and purchase.
- Choose the correct context — Choose to serve ads on trusted and relevant sites.
- Choose proper timeframes — Don’t show ads too frequently or for too long.
- Segment your audience — Segment your buyers and only show them items for which they’ve shown interest.
- Never get lazy — Just because retargeting is a relatively automated process, doesn’t mean it’s a set it and forget it tactic.
Remember, Retargeting is Just One Piece of the Puzzle:
Retargeting is an effective marketing channel due to its focus on folks who are already familiar with your brand and have recently demonstrated interest. As with most marketing tactics though, Retargeting works best when used in conjunction with other campaigns such as Adwords, content marketing, email marketing affiliate marketing campaigns, etc.