The Wonderful World of Retargeting Ads
In a perfect world, every customer who visits your website makes a purchase or becomes a lead. But we don’t live in a perfect world, and sometimes consumers need a little bit of coaxing and reminding. That’s where retargeting ads come in – and we’re here to tell you all about them.
What Are Retargeting Ads?
Retargeting ads are ads that are shown to people who have visited your website (or a specific page on your website) but didn’t follow through with a purchase or your desired goal. By showing this group of people ads for your business after they’ve left your website, you can stay on their mind and remind them of what you have to offer. Users who have already visited your website are great to show ads to because you already know one important thing about them: they are interested in what you have to offer.
How Do Retargeting Ads Work?
Studies show that a mere 2% of online customers convert the first time they visit a site. Many buyers need time to weigh their options and shop around before making a decision. By utilizing the power of retargeting ads, you can stay on the radar of that 98% who didn’t convert in their first visit. Keeping ads in front of them will keep them from forgetting all about you or moving on to a competitor.
Let’s say, for example, that you are interested in purchasing a new top coat for the winter. You browse around online at top coats and like one enough to add it to your online shopping cart. You then become distracted, or can’t find your credit card, and for whatever reason don’t make the purchase. A few days go by and you all but forget about the top coat until, BAM! – you’re surfing the web and there’s an ad for the exact top coat you added to your cart. You think to yourself, “Oh yeah, I forgot to revisit that site and make the purchase. I remember I liked this particular one and it’s just one easy click away. I’ll take it.”
The Behind the Scenes Details
Not all retargeting ad campaigns are created equal – in fact, you have to be careful your retargeting ads don’t end up hurting you. To effectively recapture your audience’s interest, and ultimately convert them, requires paying special attention to details and ensuring that you’re following the proper etiquette of retargeting ads. There are a few general rules of thumb to follow here.
First, do not overwhelm your audience with too many ads. There is a fine line between reminding them about your brand and products, and following them everywhere they go online. This can hurt your brand’s reputation.
Second, target your ads specifically to audience segments. For example, if a customer visited your website’s page about men’s sneakers, showing them ads about women’s handbags is pretty irrelevant – so specifying ads to audiences is key.
Lastly, remove customers from the ads as soon as they convert. Nothing is more annoying than seeing ads everywhere for a product that you have already purchased.
By following these simple guidelines, you will maintain a good brand reputation and, hopefully, convert more customers!