Retargeting: Have Them Go Away With Something
Since we are now allowing prospects to go away without giving us information about themselves, is there another way we can track them? There is, and it’s called retargeting.
Retargeting means when someone visits your website, a pixel is stored in their browser that allows you to track them after they have left your site. With the proper retargeting ad platform, you can remind them of their visit by showing them ads on the major sites they visit, including Bloomberg and CNN. That may sound expensive, but because retargeting as an ad strategy is not used as much as regular CPC ads, the market for bids is very reasonable.
4 Reasons Why Retargeting Is a Good Idea
- Your audience is already interested. The retargeted ads that prospects see are relevant to what they have been researching, giving you the opportunity for both a higher click-through rate and a lower CPC from retargeting overall.
- You know what they looked at. This gives you a clue as to what to retarget them with. A good retargeting campaign is nicely targeted to the actual area your prospect is exploring rather than a general brand approach, so it is more relevant and engaging.
- You can use a sequenced retargeting campaign. Serve up different messages in the 3 months after the prospect has visited your solution page or other content. That way, you are conveying different messages—brand-specific, solution-specific, and information-specific—and discovering where the highest conversion rate is for that interest area.
- You can avoid overdoing it. If someone visits your website during the day and then sees retargeting ads on their sports news channel in the evening, it can be annoying!
That’s where using a retargeting option that only works during the prospect’s business hours makes sense.
So, the prospect comes to your website and books a demo or goes away with a retargeting pixel in their browser. That’s the faster way to building a presence and optimizing both your organic and paid marketing dollars.
