Have you ever visited a site, browsed around but didn’t make a purchase and then later on you saw Ads from the same company urging you to purchase the same item you were looking for from the same company? If so, then you were retargeted.
Web-based marketing techniques are clever ways to drive web traffic to sites and improve sales. However, after doing the hard work of driving traffic to your site, only a fraction of those visitors make purchases. While all the players (clients and marketers) know it’s a numbers game, a new concept has been invented to boost these numbers and make web marketing more effective. That new technique is retargeting.
Retargeting is a clever concept designed to recoup lost sales. As the name suggests, the technique retargets people who may have searched for a product or visited a site but did not complete the intended action of making a purchase. No matter the size of traffic received by a site, the end goal is to have the visitors make a sale. When this doesn’t happen, one can assume the visitor was either not ready to buy or was not convinced enough to buy. Having already put some energy to fish for the visitor, retargeting seeks to make the extra effort to lead the visitor back to the site again, this time for a sale.
When used as part of a combined strategy to generate traffic through Organic Search Engine Optimization, or Pay Per Click Advertise to generate traffic, retargeting can multiply conversion by as much as 5 times!
How Does this work?
Sites that use retargeting techniques have cookie settings that track the visitors that visit the site. When one visits such a site, a cookie is delivered to the visitor’s computer – sort of like a marker. The retargeted site can then monitor which visitors made purchases and which didn’t. The site then works with a retargeting agency to retarget those who didn’t make a sale. This works by placing Ads for the products they didn’t buy on their browsers.
Take a site like this one about buying and selling Real Estate in Cabo: Cabo San Lucas Real Estate. People seeking property information visit the site. That visitor leaves, and does not bookmark the site. Over the next few weeks that visitor sees ads for the site, keeping it in their mind, and allowing them to go back to the same site. This is especially important for websites that promote big ticket items that people think about for a while, like Real Estate.
Does retargeting work?
Retargeting is a highly effective technique. This is because it targets consumers who have already shown previous interest in a commodity or service. In most cases, these people only need to be reminded or nudged slightly to finally complete the sale. While not everyone retargeted will go back to the site and complete a sale, the turnover is far above that of any other marketing technique out there.
The client also gets to focus only on people who have a high chance of completing a sale instead of launching a general approach to marketing. By pin-pointing individuals in this manner, the client spends less in Ads and therefore enjoys a very high ROI.