Ad retargeting is a fast growing segment in the Internet world. It’s a very effective method for capturing leads and converting them into buyers.
It is a well-known fact that only 2 percent of shoppers make a purchase the first time they visit an online store. Ad retargeting gives you a way to focus on the 98 percent of potential customers that don’t buy on their first visit to your site.
The way that ad retargeting works is that it tracks visitors as they surf the web and serves your ads to them wherever they go.
How Effective is Ad Retargeting?
Ad retargeting was proven to be two times more effective than other tactics for enticing users to search for specific brand names, in a study done by ValueClick Media and ComScore.
A second study showed that visitors are 70% more likely to convert to buyers on websites that use retargeting! This is evidence that ad retargeting works by reinforcing your brand and making you more money.
The Rule of Seven
The rule of seven is a tried-and-true advertising maxim that says a prospect needs to see or hear your marketing message at least seven times before he or she takes action.
Ad retargeting helps you to easily put your marketing message in front of prospects multiple times.
Ad Retargeting Platforms
There are two basic kinds of retargeting platforms – managed and self-service. Managed platforms are easier to use and a good place for newbies to begin. They are based on your target metrics and feature automated optimization tools that allow you to run automated campaigns.
Self-service platforms require more work and skill to use, but they allow advertisers greater control over their campaigns.
Ad Retargeting Vendors
Some popular ad-retargeting vendors are:
- AdRoll – This service has a reputation for being user-friendly and easy to learn. The platform offers self-service options for marketers who want control over their campaigns.
- ReTargeter – This company offers dedicated account managers to assist advertisers.
- Perfect Audience – This company also has a reputation as easy to use. It is also one of the only companies that has access to the Facebook advertising network.
Don’t forget to test-test-test your campaigns. Testing is the most important part of any marketer’s toolkit.
Setting up your Ad Retargeting Campaign
To set up an ad retargeting campaign, you’ll want to set up an account with a vendor. Each vendor site will have different features and tools so it’s a good idea to take some time going through their training materials.
If you have an account manager, don’t be afraid to ask for help.
Researching Your Market
Research your market before setting up your campaign. You can use demographic information such as location, age, gender, and hobbies to create targeted ad campaigns. Most platforms will allow you to make selections such as number of impressions per day, time of day, and ad type.
Note: Google offers retargeting advertising, but calls it remarketing. It’s the same thing.
You will also have choices regarding how the ads will display. For example, ads can be served up as display or text, on websites, as search results, or in mobile apps.
Google also offers dynamic retargeting which displays dynamically created ads to visitors that are based on their interactions with your site or which pages they visited.
Dynamic ads will feature details that are relevant to the customer such as details for products they clicked on previously.
So, ad retargeting is an easy way to keep your company on the top of customer’s minds and strengthens your brand. You can use it to automatically send targeted ads directly to your customers.
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