What is Retargeting?
Retargeting is a form of paid marketing that specifically targets users who have previously searched for our brand name or target keywords and visited our website. It takes time, commitment, and creativity in order to be an effective method of marketing. When used excessively however, retargeting can be annoying to the audience and hinder a company’s reputation. In order to reap the full benefits of this marketing technique take the time to learn about audience demographics.
How Does Retargeting Work?
So how does it work? Well, after someone visits your website and shows interest in a particular aspect (such as an open house, listing, or article) and then your banner ads are placed on display networks across the web. You can control the websites that show your ads and track the success rate your ads are generating.
Because the audience you are targeting has already visited your website, the purpose of retargeting is to get them back. Retargeted customers are 70% more likely to complete a purchase than cold traffic-based customers (Criteo). Combining retargeting and SEO can greatly benefit your rankings because you can already see where your organic traffic is coming from. Use that information to target your paid ads towards your most popular keywords and pages.
What to Avoid in Advertisements
Here’s what NOT to do when retargeting: don’t be overbearing. You don’t like being bombarded with advertisements on websites, why would your audience? According to Moz, retargeting specialists believe that having a user see 7-12 of your ads in the course of a 30-day period is ideal: any more is obnoxious. The ads should also alternate so they don’t see the same one each time. Be creative, do your research, and you’ll be retargeting in no time!