The Six Critical Things about Retargeting

There’s no doubt that retargeted ads can improve conversion rates. But how?

Retargeting generates greater online sales by keeping your brand front and center, as well as engaging users based on their previous behavior. Therefore, it can convert window-shoppers into buyers when they’re ready to buy.

1. Retargeting help retailers target users who are already more likely to convert.

Only 2% of the shoppers convert on the first visit to an online retail store. A large part of these window shoppers enter the purchasing process, but for some reasons (price concerns, etc.), they quit the website without buying. Retargeting increases the conversion rate by bringing back these 98%. Non-converting visitors who are retargeted with display ads are 70% more likely to purchase on your web site, when they are enticed to come back to your website.

2. The average CTR of retargeted ads is ten times as regular display ads.

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 0.7%, the average click-through rate for retargeted ads. Not sounds very good? What about 0.07%? It’s the average click-through rate for the online display ads. By running retargeting campaigns, you can gain repeated exposure and good branding, which will definitely pay back— the high CTR and increased conversions. Your customer might not be quite impressed by your products or service at the first time they see it, but every time they are showed the retargeting ads, you might gain more recognition and become more attractive.

3. Retargeting works by keeping track of people who visit your site.

Retargeting offers a promising way to continue targeting your audience no matter they are in or outside your website. Cookie plays an important role in retargeting. You can place cookies on the browsers of your visitors to the site and these cookies will track visitors’ shopping journey in and out your site and store the information. Such information will be used in retargeting ads placing later, by serving display ads while visitors are surfing the Web, to take another stab at converting these audiences.

Besides your website, you can also get information from search engine. You can get to know what’s customers searching for and caring about by following their searching keywords.

4. Customers will be annoyed by retargeting ads? It’s not TRUE.

According to Adobe CMO’s research, online consumers are open to be retargeted. Around 60%, inferring a majority of consumers, held a natural attitude toward retargeting ads. One forth of visitors said they enjoy being retargeted because they can easily be reminded of what they were looking at previously. Nearly 30% of visitors are taking retargeted ads as convenient way to visit a website customers already intended to visit.

5. Segmentations make retargeting more effective.

Visitors are various from each other. Thus, it’s not a good choice to show every visitor the same ads after they’ve left your site. As retailer, you need to know clearly what types of customers are engaging with your ads, and what they are looking for. Thus, you can segment them and tailor the retargeting ads shown to each group.

As we all know, retargeting is all about showing right people the right ads at the right place. 

Digital is getting to place where consumers are only going to see ads that matter to them. This is both useful and spooky.

—Del Ross, VP of Americas sales and marketing at InterContinental Hotels Group.

6. Retargeting is a powerful conversion optimization tool, but only used together with other inbound and outbound marketing.

A lot of marketing tools can drive traffic, such as Google AdWords, SEO and content marketing, are effectively drive new customers to your site. But when it comes to conversion optimization, they are not as helpful as retargeting ads. On the other hand, retargeting is much more powerful to increase conversions, compared to drive traffic. Thus retargeting works best in conjunction with other marketing tools. By combining these tools together, you can get a larger traffic, as well as higher conversion rate.

It’s time to think about retargeting, a great option for gaining more from online ad display.

Good luck.

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