Retargeting is a hot topic these days, but don’t fret if you don’t have a clue what I’m talking about! Retargeting is the process of following visitors of your site around the internet for a given time, usually a month, after they have visited your site. You specify the number of times a day that your ad displays, and anywhere that person goes that supports Google ads, your ad will display. This means that your ads could be displayed on sites like CNN or Newsweek, which would lend you major credibility. If you aren’t currently using retargeting as a part of your digital marketing strategy, you’re probably being retargeted right now by someone who is!
Despite the fact that retargeting (referred to as remarketing by Google) has become an established part of the digital marketing industry, many marketers are still unfamiliar with how it works and when it should be used.
What is Retargeting?
Retargeting is the practice of serving ads based on prior engagement either by landing on a website or doing a search in the big G. While there are several types of retargeting, honing in on previous website visitors is by far the most commonly used.
Retargeting is also far cheaper than traditional PPC because you have done the heavy lifting with getting the clients to the site already either with a PPC campaign or through SEO or other marketing, Google does not charge you near as much as a competitive term.
Who Can Benefit From Retargeting?
Any type of business can benefit from retargeting, but in the past it was mainly ecommerce sites that started the trend. Having someone continually see a product that they browsed but didn’t purchase on your site, follow them around for an extended period works wonders in increasing your conversion rates.
Although ecommerce type sites might have started the trend, b2b type sites are quickly gaining traction, by using retargeting to keep their business service fresh in the mind of business owners that might be in need of it. Even non profits anre now getting a piece of the pie by helping reming users about their donation opportunities.
The Future Of PPC
Although retargeting really began with Google, there are now more search providers jumping on the band wagon. One great example is Facebook. Facebook and Google have never really played nice together and that holds true to retargeting technology as well. Facebook doesn’t allow ads from Google to be displayed o their properties, but they have recently opened their own Facebook Ad exchange network. As a small agency you can not interact with the exchange, but there are several large marketing business such as Adroll that have plans that allow you to retarget Facebook users and display ads to them while they look through their friends and families profiles!
What To Do Now
Now that you know about retargeting it’s time to get on it and setup your first campaign. You can access the retargeting panel through your Google Adwords dashboard or on Facebook by visiting Adroll.com. If you don’t feel comfortable setting this up reach out to your local expert and get some help to make your retargeting campaign as efficient and painless as possible!
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