Marketing your business online can feel like you’re jumping around and waving your hands in the air while yelling “Hey, look at me!” It’s all about capturing the attention of your audience and trying to outperform competitors in an attempt to get new traffic moving to your digital doorstep- aka your website.
New traffic is crucial, there’s no arguing that point. What is arguable is that businesses simply spend too much time investing in this aspect of their marketing business plan and not enough time working to lure back the segment of their audience that has already expressed interest but then moved away, just out of their reach.
If you’re not doing something to recapture the audience that has slipped between your fingers, you’re missing out on crucial growth opportunities for your business. How do you go about catching the one that got away? It’s time that you’re introduced to retargeting ads.
What is Retargeting?
In a world where consumers have practically unlimited options of businesses that they can interact with online, you need to be proactive in getting and keeping their attention. If you just sit back and wait for them to come to you, then you’re never going to gain any real traction online.
Retargeting is a strategy that you can leverage to stay on the minds of digital consumers that have already visited your website once and encourage them to reconsider making a commitment to your brand.
Almost everybody that spends any amount of time online is familiar with retargeting ads, even if they don’t immediately recognize what they are. If you’ve ever visited a website or checked out a product online, only to find that you’re suddenly seeing ads for the exact product you just looked at, you’ve been on the receiving end of a retargeting ad.
When someone visits your website, you have the capability to place ads for the products or services that you know they’ve expressed interest in within their line of sight. Retargeting ads are part of a PPC strategy that come in the form of search ads that appear within Google search results or as display ads that pop up on social media or other websites that the consumer visits.
There really isn’t anything new about the concept of retargeting, but it has become an increasingly more important component of successful business strategies as the digital marketplace grows more crowded by the day.
The Benefits of Retargeting Ads
Not all businesses are immediately on board with the idea of a retargeting strategy. They might feel that retargeting ads appear a bit “spammy” or they might be hesitant to invest in a PPC strategy when they seem to be doing fine with their current approach that includes SEO, social media, email marketing and other digital strategies.
If you’re ready to move the needle on the results you’re seeing from your marketing business plan, it’s time to push aside those old misconceptions, roll up your sleeves and discovering the benefits of retargeting ads for your business.
Retargeting Ads Fuel Movement through Your Sales Funnel
In a perfect world, leads would arrive at your door and you could effortlessly move them through your sales funnel. In the real world, there’s a lot of back and forth movements as well as plenty of stagnation in the average business’s sales funnel.
Retargeting ads help to smooth out these bumpier areas by encouraging forward movement and reminding your leads why they expressed interest in your brand in the first place.
The percentage of your website visitors that convert on their first visit is abysmally small. You can either cross your fingers and hope they come back, or you can actively pursue them and show them why they should take that next step towards conversion.
Retargeting ads are an invaluable tool for keeping prospective conversions in your funnel and nurturing them along their journey.
Retargeting Ads are Masters of Brand Visibility
Today’s consumers are fueled by trust. They want to know that the brands they invest their time and money are going to deliver the desired results. We also know that it takes multiple, at least seven, impressions and interactions with a brand before they’ve built up the necessary core of trust.
This tells us that no matter how phenomenal of job you’ve done with your marketing strategy, your audience still needs repeated exposure before they’ll take the necessary steps toward conversion. Retargeted ads help with this process because they exponentially increase your brand’s visibility.
Because retargeting ads can appear in front of your audience any time that they’re online, they work exceptionally well for increasing visibility and significantly shortening the amount of time it takes the average consumer to build up the brand exposure that they need to convert.
Retargeting Ads Help You Learn More about Your Audience
Analytics are an important focus of any digital marketing strategy. It’s important to know what you’re crushing and where room for improvement exists. Still, the information you glean from these metrics doesn’t always paint a clear picture of your customer base.
Retargeting ads can help you learn more about your target audience by providing you with unique insights, including where you’re generating the most traffic from your retargeting ads. This can help you further understand your audience’s consumer habits and how to strategically influence their buying habits.
Retargeting Ads are Cost Effective
With the right strategy, pay per click ads in general produce an impressive ROI. Imagine what happens when you narrow the target of your PPC ads to an audience that you know has already expressed interest in your brand?
What happens is your PPC budget is spent on a segment of your audience that is better primed for conversion and in need of less nurturing to get there. Retargeting ads boost the ROI of your PPC strategy and bring more highly qualified prospects to your door.
Ready to Witness the Power of Retargeting Ads for Yourself?
Retargeting ads can give your business the boost it needs to propel toward major growth. If you’re still hesitant, give us less than an hour of your time and we’ll show you how your business can excel with a strategic marketing plan that includes retargeting ads. Connect with us at DigitalMX Online and let one of our business strategy specialists show you the potential that awaits your brand today.