You run a great business that offers a great product or service. Even better, you receive a lot of traffic on your website, meaning that your brand’s getting noticed. This sounds like a great scenario that should lead to success for your business. However, the problem is that site visits don’t always equal conversions, and there are a variety of reasons as to why this happens. If you aren’t actively taking steps to make sure that your customers remember you and come back to your website, you’re missing out on a ton of business. To get consumers back to your website, you need to retarget your campaigns. Below, we will dive deeper into retargeting and its importance.
What is retargeting?
Retargeting campaigns helps increase brand awareness and conversions. This happens by reaching consumers who have previously shown a direct interest in purchasing a product or service. The key phrase is direct interest. It means that the consumer has had a prior engagement with your website or keywords related to your business.
The importance of retargeting
Choosing to retarget your marketing campaign is essential in driving first-time visitors back to your website. Retargeting can bring back 1 in 4 consumers to complete a purchase. Also, it increases brand awareness by keeping your company’s name in front of consumers. Additionally, retargeting brings the secondary audience, those who searched keywords related to your business, to your website. This not only brings more website traffic, but increases the likelihood of a conversion.
Over time, you can narrow down your retargeting pool based on what the data tells you. If a campaign is not performing well, you can change the messaging or focus on a different audience. If a campaign is performing well, it’s good to stay consistent with a potion of your daily ad spending. However, with this being said, it’s important to keep things fresh. Seeing the same ad repeatedly can become stale.
It may seem like bombarding someone with ads for a product they’ve already seen and chosen to ignore won’t get you anywhere, that isn’t the case. Retargeting is based on the psychological phenomenon called the mere-exposure effect. To put it simply, the more we see something, the more we tend to like it. If we view an ad for something we had seen previously, we tend to view it more favorably. Along with this, the more you see certain ads, the more you’re familiar with that company’s logo, colors, etc.
With the constant changing landscape of digital advertising, you have to fight for your audience’s attention. To win, you have to focus on quality and not just quantity. While you should assume that your customers experience numerous touch points with your brand before they’re ready to convert, each encounter should feel relevant to them.
The ability to reconnect with the majority of people who were not ready to convert upon their first interaction with your brand is what makes retargeting the most powerful piece of your marketing campaign.