5 Reasons Why Edmonton Businesses Need To Take Advantage Of Ad Retargeting
Have you ever had the sense you were been followed while browsing online? Perhaps you were looking at buying a shiny new pair of red shoes online one day but got distracted and clicked away to look at something else.
Except now those red shoes are following you around as you browse other sites. There they are, as an ad on your Facebook page. The next day the Red shoes appear in an advert on your local news site. A week later you watch a YouTube video and those same Red shoes appear in again.
You are not going crazy - that is retargeting at work.
Why Your Website Needs Retargeting
Because typically, conversion rates for first time visitors to a website hover around the 2% mark and the other 98% leave without making a purchase.
So you spend all this time and money getting people to visit your website, but the majority of these visitors will come to your site, look around a little bit and then leave, never to return. They ignore your offers, don’t sign up for your newsletter or take the time to learn more about your brand.
Luckily, with retargeting these visitors aren’t lost forever.
How Does Retargeting Work
A small piece of code is placed out of the way on your website (this code is also called a pixel) Your code or pixel will never been seen by your site visitors and doesn’t affect your site performance in anyway. When a new visitor arrives at your site the code places an anonymous cookie on the visitor's browser. The cookie then keeps tabs on the visitor as they browse other sites and will then show that visitor ads on those sites for your business.
Big brands have used retargeting now for a long time and now, smaller businesses in Edmonton and beyond are also starting to become aware of how powerful retargeting. You can effectively target your ad only to people who have visited your website already. The more a consumer is exposed to your brand, the more chance they will return and make a purchase.
The Rule Of Seven
If you have ever read any online marketing guides you will probably have heard of the rule of seven. It is a fairly well known marketing concept which says: a prospect needs to see, hear, or otherwise be exposed to a message at least seven times before they respond in some way, shape or form
Retargeting allows you to take greater advantage of the rule of seven. Click through and conversion rates are typically much higher on retargeting campaigns than normal because you are focusing your advertising spend on people who have already been exposed to your brand and have recently visited your site.
On average, we see 1,700 banner ads a month while browsing online now and most of them are ignored, we have become banner blind. However, by showing ads to people who are already aware of your brand, then you stand a much better chance of having them click through to view your website again and convert to a sale.
The average click-through rate for display ads is 0.07 percent, the average click-through for retargeted ads is about 0.7 percent. A massive difference.
The great thing about retargeting is that you can segment your visitors (eg, people who looked at shoes vs pants on your website) then show custom ads to each group.
As with other advertising campaigns, your ads can be targeted based on demographic information, like age or gender, contextual factors like the subject matter of the website, or geographic data to really fine-tune your ads conversion rates.
5 Benefits of Retargeting For Edmonton Businesses
So let's talk about the 5 core benefits of running a retargeting campaign for Edmonton businesses.
1. Build Brand Recognition
A retargeting campaign is a great way to stay in front of potential customers, keeping them interested in your brand and what you are offering. This approach helps to build trust in your brand.
2. Make A Second Impression
As mentioned at the start of this article, people have many reasons why they leave your site before converting to a sale or lead. They have been distracted, not in the right point of the buying cycle or they may have just been shopping around. Whatever the case, retargeting can prove to be very valuable to bring them back to your site again
3. You Can Cross-Sell
Many websites sell more than one product or offer more than one service that are usually complementary to each other. So, after you have made one sale to that customer, you can then retarget them with ads for other similar products or offer upgrades to the product they brought.
4. Allows For Another Point Of Contact
As I mentioned earlier, it can take 7 or more points of contact to make a sale. If somebody already has one your business cards, signed up to your mailing list, has phoned you about your offerings and visited your site before, then ad retargeting offers another point of contact with your brand to keep building the trust
5. Choose Your Audience
With ad retargeting you have much more control over who sees your ads when compared with a typical display advertising campaign. You can have your ads target people who have viewed specific pages on your website. For instance, you have visitors who leave you site after adding items to your shopping cart, you can then retarget those people with ads of the items they left behind.
While retargeting can seem a little creepy at first glance, it clearly has many advantages for business owners in Edmonton and beyond. The great thing about retargeting is that you can start out having a very simple ad campaign goals that can then be refined as more data is collected about your site's visitors
How Mediashaker Can Help
At Mediashaker we help Edmonton businesses create an effective retargeting ad campaign that will re-engage your lost site visitors, increase revenues and build brand loyalty. Please give us a call today or fill in the form shown below.