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Retargeting Digital Ad Campaigns: What It Is and Why It Works

If you are in the business of selling anything online, you know how important advertising is in driving people to your website — but what if some users are inclined to make a purchase after visiting your site, but just aren’t quite ready yet?

Unfortunately, according to Business Insider around 96% of people who visit your site for the first time will not buy anything, and then they are lost in the world wide web.

Unless, of course, you can bring them back to your site with a powerful and woefully underutilized secret online advertising weapon, called retargeting campaigns.

If you find yourself scratching your head or simply want to learn more about retargeting digital advertisements, read on for everything you need to know and how STAUFFER can help.

What is retargeting?

Retargeting is a form of online advertising, and its overarching concept is fairly straightforward. It involves identifying the most interested users based on their previous interactions with your site, and then serving targeted visual or text ads to those same users as they browse other sites across the web.

The most successful retargeting campaigns, divide their retargeting audience into categories based on their activity on the site and serve them individualized ads to reflect that. For example, if someone only spends a few seconds on your site and quickly clicks off, they are likely not that interested and it may be a waste of ad dollars to target them. On the other hand, if someone clicks through multiple pages on your site and spends five minutes on one particular product, it is much more likely that they only need a tiny push to buy — this could be an ideal target for your campaign.

Overall, retargeting is a cost-effective way for advertisers to continually reach their most interested audience segments representing some serious ROI potential.

Why does retargeting work?

Retargeted campaigns work because you are able to specifically create ad campaigns for a pinpointed group of visitors that have already shown interest in your brand. With a well-executed retargeting ad campaign, you can remind them why your product is the best solution for their problem, and thus, convince them to buy.

Before a potential customer can turn into a real-life customer, they need to feel like they actually know your brand. A tried and true marketing rule of thumb that you have likely already heard, is that customers need to hear your message at least seven times before making up their minds and making a purchase. Retargeting essentially allows you to keep your brand at the forefront of your potential customer’s minds after they have left your website — giving them a gentle and consistent push to revisit your site once they’re ready to make a purchase.

How STAUFFER can help.

Do you have a product or service that could benefit from a boost in online conversions?

STAUFFER can guide you through the process of creating an end-to-end solution that leverages the untapped power of a sophisticated retargeting campaign. This includes analysis of your users’ behavior, campaign strategy, creative (landing pages, ads), ad buys, and campaign performance analysis and refinements.

Did You Know...

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