Did you know the average person visits a website nine times before buying a product or service?
It's official; impulse purchases are a thing of the past!
If you want to encourage people to come back to your website, you may be interested in retargeting and remarketing.
What is retargeting?
Retargeting is a form of advertising that displays image-based adverts to people who have previously visited your website.
You can implement retargeting on pay per click (PPC) platforms like Google Ads and Microsoft Advertising, as well as social media advertising platforms like Facebook and LinkedIn.
How does it work? You add a piece of code to your website which tracks existing visitors. This code uses cookies to identify customers who have visited your website, and you can use this to serve ads on other websites they visit.
All you need to do then is set up specific rules. For example, you can make it so your ads are served to people who visited a particular page on your website, or a combination of pages.
You can use retargeting on eCommerce sites too. If someone checked out a specific product online you can flash up an ad for it, encouraging them to complete their transaction.
Retargeting can increase conversions to your website by 51%!
Why is retargeting great for your business?
Retargeting is an effective and cheap way of bringing people to your website. The average cost of a display ad on Google Ads is $.58, which can be a lot less expensive than promoting your site with search ads.
As remarketing attracts people who are already aware of your brand, they will be more likely to purchase your products and services, especially if they see your ad multiple times.
You can reach a wide range of people. For example, if you use Google Ads for remarketing, their display network reaches 90% of the internet. This means no matter which websites your prospective customers visit; you can reach out to them.
You can have different retargeting campaigns for different parts of your website. For example, if you are a clothing company having a sale, you can set up separate retargeting campaigns for someone who visited shoes and someone who visited dresses.
This allows you to target specific customers, boosting the likelihood of conversion.
What is remarketing?
Retargeting and remarketing are often used interchangeably, but they are actually two different things!
Remarketing is the term used to describe re-engaging customers with email. For example, if you visit a website and put a product in your cart without purchasing, you may get an email giving you a discount if you complete your order.
Other remarketing emails you may receive include suggestions of products you might like and lifecycle marketing emails.
Remarketing emails have a 30% conversion rate, which is five times as much as conventional emails! Again, this is due to the customer already having brand familiarity with your product.
Both retargeting and remarketing emails are great ways to encourage prospective and existing customers to come back to your website… again and again and again!