Brands and retailers have started implementing new and effective techniques to get their product known and remembered. These techniques can be billboard ads, radio spots or more digital ways like retargeting advertising. The first step of retargeting advertising is when someone visits your website and browses through your products. Later, an advertisement for that same site will pop up when the person is on a different website. This happens because a cookie is added to the potential customer’s browser after they visit your website.
Why does retargeting work?
The purpose of this advertising method is to remind the customer of what they have already viewed. It is aimed more at people who have looked through your website, so they are familiar with what you are offering them. It is assumed that they had an interest in the product when they were looking on the site in the first place. Later on, if they see the same product that they were interested in, it is more likely that they will want to buy it. The method is to show the customer what they ‘almost missed’, and it is giving them another chance to make the purchase.
How to set it up
If you want to retarget your advertisements, you can start by choosing a platform to use. There are many options to choose from, including PerfectAudience, Adroll, and Criteo. It is essential to conduct research on the platform before you make a decision. Some of them cater more towards social media targeting, which may not be the angle you are going for. As well, it may not suit the product that you are offering.
Types of retargeting ads
When you have a little budget, you should use it the best way possible. It is why It is important the different types of retargeting. If you are just starting out, it is recommended that you use the direct approach. This is when there is an image that is leading directly back to your website and the product that the person had been looking at. This is effective because it is very to the point and simple to understand. Another type of retargeting ad is when there is an incentive for the person to claim. For example, you could offer a free product that comes with the item that you are trying to sell. If these ads don’t do the trick, you could also use content advertising. This is when you provide an ad that directs the person to a page that promotes your business. For example, it could be an article that links back to your website.
Give it time
One mistake that retailers make while retargeting ads is becoming impatient. They expect instant results when the potential customer sees the ad. However, it is wise to wait at least 30 days before you will see the results of your ads. By using the platform website, you will be able to track how effective your retargeted ad is. You can see how many people were re-directed back to your website, and compare it to sales for that time period. If you are a complete beginner, you could like Hubspot’s guide explaining Retargeting basics.