How to Design Campaigns for the Non-Buyers with Retargeting


August 8, 2017 By

Cheryl Dykstra

Of course we’d love to believe that every person who comes in contact with our business follows a specific and direct path to purchase. They visit our website, read our content or download a helpful guide, and immediately decide to hand over their credit card to purchase our product or service.

But that’s not always the reality…

The customer journey is often much more complex. Most studies say that anywhere from 95-99% of your website traffic clicks away before ever completing an action such as signing up for your mailing list or downloading free content. Even the most engaging of content with a clear call to action is subject to what’s called the Effective Frequency principle — a visitor needs to see your brand up to seven times in order to both retain your message and make a buying decision.

What is retargeting?

Unlike typical banner ads, retargeting ads are a form of online advertising that are served to people who have already visited your website or are a contact in your database (like a lead or customer).

Retargeting can be used in many places around the web, from Facebook ads to Google ad network to email marketing campaigns. There are two main types of retargeting:

1. Pixel-based retargeting

This type of retargeting is possible through placing an unobtrusive piece of JavaScript (often referred to as a pixel) on your website. This piece of code “cookies” your visitors’ browsers allowing retargeting platforms such as Facebook or Google ads to serve specific ads based on the specific pages they visited on your website.

2. List-based retargeting

This form of retargeting involves uploading your mailing list to a platform such as Facebook and allowing Facebook to match users to your current list of email addresses. From there you can send specific ads to those people based on customizable criteria (such as they downloaded a specific PDF or attended your event).

It is possible however that people use multiple email addresses for business and their personal life, so the match rate varies. According to MediaMath, match rates can vary from 70-80% down to 20-30% for some platforms. This means you might need a fairly large list to make this type of retargeting effective.

Another way to retarget using your current list is with marketing automation. Marketing automation allows you to track what actions people have taken on your website, such as download a PDF or purchase a product. Then depending on what actions they take, you can send automated emails suggesting other informational or related products. This type of retargeting can lead to more sales and better customer retention.

[BONUS: 5 Secrets to Keep Your Customers Coming Back for More]

Now to get down to how to effectively use retargeting to convert non-buyers, or people who visited your website but didn’t convert…

Using retargeting to convert non-buyers

As we said at the top of this article, 95-99% of your website traffic clicks away before ever completing an action. In order to get those people back in the boat, you need to set up retargeting pixels and started creating ads to pique their interest and get them back to your website.

According to several studies, a retargeted ad is up to 400% more likely to be clicked than a non-retargeted ad due to “ad blindness”, which blocks out unfamiliar ads subconsciously. That’s a 400% greater chance you’ll get that new customer than if you had used “cold traffic” ads alone.

You can retarget people with several different kinds of ads to see which gains the most traction. If you sell products, you might try retargeting people with a coupon or free shipping incentive. That might be all it takes to push them across the finish line.

If you have a service, a free trial or informational product (such as an eBook or whitepaper) could be a great first step towards a sale, making them a more attainable lead.

There are so many possibilities when it comes to retargeting. Are you looking to find out more about retargeting ads or marketing automation and how they can help your business grow? Call us at (407) 682-2222 for a free strategy session.

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