Not every person who makes a search for a product or service is ready to make a purchase. Sometimes, they’re just “window shopping,” while in other cases, they are doing their research before clicking “buy.”
In about 97 percent of cases, the people who visit your website will leave without making a purchase. But that doesn’t mean their visit is a waste for you or them. This is where retargeting for small businesses steps in.
What Is Retargeting in Digital Marketing?
Never heard of retargeting in digital marketing? You might not be familiar with the term, but it is guaranteed you’ve experienced it. Retargeting campaigns target visitors who have come to your site, looked at a product, and then left without making a purchase. These ads can show up on a variety of platforms, including Google, Facebook, and YouTube.
The goal of a retargeting marketing strategy is to keep your products or services on the mind of the visitor after they leave and go about their day. Think of it like subliminal messaging, except it isn’t hidden at all.
Retargeting ads can be tailored based on the user’s past browsing habits and preferences, which helps them see marketing messages more relevant to their interests. This means more people will click through to your website and become potential customers—assuming you use retargeting best practices.
What Are the Advantages of Retargeting Ads?
Establishing Your Branding
With retargeting ads, you can repeat your logo and slogan on multiple platforms, enhancing brand awareness in your target audience.
If you aren’t actively on the minds of your customers, you fade into the background. Retargeting ads help to keep you at the forefront of their minds.
Most of us have experienced purchase hesitation, even when we really, really want something. If we can just click away and get it off our minds, it’s easy to stick to our guns and not make the buy. But if we keep getting reminded of purchase? We buy.
By understanding the behavior of people who visit your site you will be able to understand how you can improve your site’s conversion rate.
Reducing Your Costs
With PPC ads, you pay per click, as the name states. However, when those clicks don’t become a purchase, you lose money. Retargeting ensures that your audience is more likely to make a purchase, which lows your expenses compared to your income.
Retargeting is a digital marketing strategy that allows you to show ads from your company’s website to people who have been on your site, even if they didn’t purchase anything. This type of advertising has the potential to improve customer acquisition and retention rates in addition to increasing revenue for businesses.
If you want help with PPC management with retargeting in marketing or any other aspect of online marketing, turn to our SEO Company in Cumming! We offer free consultations so we can learn more about what’s going well and where there could be room for improvement when it comes to your business’s bottom line.
To learn more, read: How to Optimize PPC Campaigns.