When you use search engine optimization (SEO), your primary goal is to design your website so that it ranks highly in search results. When you do, you get more visitors to your page.
Of course, that’s only the first step. You need those visitors to become customers. You want your website designed not just for SEO, but for conversions.
The good news is that these two goals work very well together. Content that engages and has the right keywords to rank well will also build relationships and help people trust you enough to buy from you. But you don’t have to stop there.
With retargeting, you can boost conversions even further by showing ads about your products and services to prospects even when they’re off your website! Here’s how it’s done.
What is Retargeting?
Retargeting involves showing ads to people who have previously visited your website or product pages. These ads are used on social media and across the web to recapture the interest of a visitor and remind them of what they were viewing on your page.
This allows you to stay top-of-mind and encourages a prospect to return to your site and take action. For instance, you might invite them to complete a purchase, sign up for a freebie they showed interest in, or take other action.
Retargeting is very effective. Retargeted ads have a 10 times higher click rate than typical display ads. Traffic that is retargeted is 70% more likely to convert on your website.
How to Implement Retargeting
The technical side of retargeting is the setup. You’ll need to use a code or pixel to your webpages, which allows you to track those who visit. You connect these to users with cookies, which stores information about a person’s online behavior.
To comply with applicable laws, be sure you clearly state that you collect and use data from visitors. Many users don’t mind retargeting because it ensures the ads they see are more relevant to their needs and wants. Even so, retargeting should only be one piece of your overall marketing mix.
Best Practice 1: Segmentation
It’s important to have a variety of retargeting options depending on where people land on your website. Someone who visits your blog has a different intention than someone who visits your product or services page.
For retargeting to be truly effective, be sure you serve up different ads to people based on what they’ve already seen from you. If they looked at your blog, you might offer them an informative download. If they looked at a product, you might promote a 10% off coupon.
Look at the buyer stage each prospect is likely to be in, based on where they visited your website. Have different offers for awareness, engagement, and purchase.
Best Practice 2: Fast Then Slow
You want to make sure you take advantage of the immediate interest in your company, but you don’t want to become annoying. The best way to do this is to focus on “fast then slow” strategies.
Start immediately and make sure the prospect sees an ad shortly after they first visit. You want to make sure you remind them about their connection with you before they forget and move on to a competitor.
At the same time, you don’t want to wear them out. After the initial stage, slow the frequency of your ads. This allows you to stay top-of-mind without driving prospects away.
Best Practice 3: Update Your Ads
While it’s true that it takes a lot of contacts, or “touches”, before someone becomes a customer, there’s no reason every touch should be identical. You can run a retargeting ad for a period of time, but then shift it to a different offer.
If someone doesn’t convert after seeing an ad for a few weeks, try a different ad. Go from a download to a free trial, or from a coupon to a free shipping offer. Don’t forget to test your ads as well. Change a headline or image and see if the ad’s performance changes.
Optimizing your campaigns for the best response rate will help you maximize your return on investment. As you continue to place relevant, engaging ads before prospects, you’ll boost your conversion rates and have a positive impact on your bottom line.
Best Practice 4: Use Customized Landing Pages
When someone clicks on your ad, where do they go?
If they go to your website’s homepage, you’re going to lose them. A click on your ad should take them to a place where they can immediately take action on your offer.
In other words, a free download offer should allow them to immediately enter their name and email for a download. A product offer should take them to a shopping cart or sales page with that product featured.
Don’t make customers search for what they need, because they won’t! Put it right in front of them to maximize your conversions.
Best Practice 5: Brand Your Retargeting Ads
While you don’t want to be overbearing, it is important to tie your ads to your brand. You want to ensure that folks who see your retargeting messages understand who they are coming from and why they keep seeing them.
Someone who remembers visiting your website will understand your retargeting messages and connect them to their overall perception of your brand. Of course, this is only true if your branding is clear.
How can you display your branding? Consider having your logo in the ad, or include your company name. You can also display images from your website, and keep the colors of the retargeting ad consistent with your brand colors.
Don’t get lost in a sea of ads. Be sure your brand comes through clearly so your prospects make the connection between seeing your site and seeing these new messages.
Best Practice 6: Upsell and Cross Sell Customers
Contrary to popular beliefs, the retargeting journey isn’t over once someone has made a purchase. In fact, it’s 5-10x more expensive to get a new customer than to retain a current one. Loyal customers are worth up to 10x as much as their first purchase!
While you don’t want to use all of the same retargeting offers on existing customers that you do for prospects, it’s important to have strategies for encouraging a second, third, and subsequent purchase. You can use their email address to retarget them, or have a pixel on the shopping cart page.
Their customer profile will tell you what you can offer them. Find add-ons, complementary products, and new offers that will interest your existing buyers. Your business’ growth and profitability will thank you!
Retargeting is Essential For Conversions
Most of the customers who land on your website will not be ready to buy the first time they see your offers. However, when you use retargeting, you can stay in front of them over a period of time.
This helps you stay in their awareness and boosts the chances you’ll get a purchase. With the best practices we’ve discussed, you’re well-positioned for success.
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