What is Retargeting Marketing
The poor economy has put a strain on most businesses, and a key aspect of good business is ensuring that the company gets its money’s worth from its advertising. Using Google Ads is a popular means of advertisement, and many online businesses choose to pay for Google Ads in an attempt to widen advertising nets. There is, however, one way to boost profits from advertising that not everyone knows about; remarketing–or retargeting, as it is also called–helps businesses to get the most out of their advertising dollars with little effort expended by the business.
One area of frustration for vendors of any sort is the customer who browses the merchandise but makes no purchases. The business has expended energy and money to get the potential customer in the store or on the website, but the customer fails to buy anything. Retargeting essentially logs the presence of the online customer and flashes ads from the recently-visited website on other pages that host Google Ads. This way, a lack of initial purchase does not mean that the potential customer will be able to put the website out of his or her mind.
Retargeting works by adding a piece of code called a retargeting tag to certain pages of the business website, and when individuals visit the site, they get added to a retargeting list. When potential customers visit other pages that are a part of the Display Network on which Google Ads can appear, the retargeting list ensures that the previously visited business’s ads will show up on Display Network pages, apps, as well as other places.
In order to take full advantage of retargeting, the business first needs to enable the Google Ads account to retarget via the personal settings. The business needs to enable the Audiences tab and ensure that the option to utilize the Display Network is selected in order for the program to successfully create retargeting lists. Businesses can customize and tailor the more advanced options Google offers depending on the business’s wants and needs.
Retargeting has a higher conversion rate than a regular PPC ad and therefore is more cost effective. Something to keep in mind is that 96% of visitors to a website do not complete an action. They continue to do their research by visiting other sites. Typically they remember the first site they visited and the last one so imagine being able to control your site as always being the last site they see. With retargeting marketing your banner ad continues to show up as the prospect that visited your site searches the web.
Businesses may be tempted to not take the time to set up their Google Ads for retargeting, but the additional advertising range and efficiency that businesses can achieve using retargeting makes the minimal time invested worthwhile. Retargeting pricing is reasonable, and making text, display, or even video advertisements is easy. Those who truly want to get the most out of their advertising can fully tailor which ads show up how often on what websites, and businesses can reduce or eliminate advertising on pages from which they receive limited or insufficient financial return. Running a successful business takes both time and money, and participating in retargeting is a wise and effective use of both.