Focused On The Road Episode 14: Retargeting

After a short hiatus, Focused On The Road returns with a new episode! The latest episode in this series focuses on retargeting and what it can do for your business. Retargeting is the practice of putting your business in front of those who have previously expressed interest in order to influence them to choose you for their purchase. Retargeting is a good idea for any local business so that your competitors are less likely to steal potential customers away from you.

Focused Engagement can help you with retargeting and many other marketing techniques! Visit our services pages today to see what we can do for you. We are a full-service digital marketing agency that loves working with local businesses to help them achieve and thrive. Contact us today to get on the right path for your local business.

Focused On The Road Episode 14 Transcript

Hey, this is Bo with Focused Engagement. It is Wednesday, it’s in October sometime, but it’s been a while since I’ve actually done a Focused On The Road and Kyle keeps bugging me and getting on my case because one of the things I’ve always talked about is consistency. You gotta be consistent in your marketing, and I have not done a good job of being consistent myself, so I really should practice what I preach. So here I am.

Today we’re going to talk about retargeting. Now retargeting is, in my opinion, one of the greatest things you can do as a local business. The reason why is you spend money either through Facebook ads or organic traffic. You spend money to get people to your website, but let’s face it: not everybody that goes to your website is ready to buy there. Maybe they’re just investigating now who they want to use. They’re going to go to your site and I’m going to go to your competitor’s site and if they don’t purchase right then and there, what happens?

Well, retargeting will allow you now to stay in front of that website visitor for 30, 60 days, or however long you want to set it. Here’s what happens: say somebody is doing a search for Tempur-Pedic mattress. They go to your site and they’re looking at your mattress and then they go to Mattress Firm. Now they’re going to a major competitor. So if they’re not ready to buy, I guarantee you Mattress Firm is retargeting. Now what’s going to happen is for the next little while, until they are ready to purchase, everywhere they go, every site they go to, they’re going to see Mattress Firm.

I guess I should’ve said what retargeting is. If you don’t know, and I know you’ve all experienced it, you go to a site. Next thing you know, that website is everywhere. You see ads for that site everywhere. That’s retargeting. It’s really great. Very simple concept and fairly simple to put in place too.

So now everywhere you go, they’re seeing Mattress Firm. So when they’re ready to buy, are they going to go to you whom they saw a month ago, but don’t necessarily remember, or are they going to go to Mattress Firm they saw everywhere?

There’s lots of ways to retarget. So, from now is in front of them constantly. Who are they going to go to see if you don’t retarget? You might as well not spend money on driving traffic to your site in the first place, because unless they purchase right then and there, they’re not going to remember you in a month.

By retargeting, we will always be out in front of them. So how do we retarget? Well, retargeting is a Google Ads feature. We actually use a program called Perfect Audience that allows us to retarget through sites that Google retargets on, social media sites and sites that Google doesn’t retarget on. It gives us a broader range of places that we can retarget. Essentially, all you need to do to retarget is to create images of your brand. This is great for brand awareness. You can do it for sales, but it’s not the best for sales. You can do display ads for sales, but you don’t necessarily want to do retargeting.

Really you can use the ads, you know, for both display and for retargeting, technically as a part of a display. So you create ads, it will tell you what sizes to create banner sizes. There’s the banner we’re talking something like 800 pixels by 50 pixels or a hundred pixels or something. You know, they’re square. There’s there’s just all sorts of sizes. And my recommendation is you make all the sizes and then you left whatever you want using retargeting, Google or Perfect Audience.

You let them decide where to put it. The more images you create, the more the options they have and their algorithms are absolutely fantastic. They can do through their algorithms. They can start telling which one is getting the most engagement. And they’ll start showing that one more often. So, it’s something you want to refresh periodically cause it can get stale and you don’t ever want it to get stale.

The other beauty about retargeting is they’re fairly inexpensive. You’re just taking advantage of traffic. That’s already been to your site so Google doesn’t charge you as much as say a search or a keyword.

That’s the other side of it is they’ve already had one touch on your site. They’ve obviously been to your site. That’s the only reason why they’re getting these retargeting ads. So, it’s really maximizing all the other efforts you’re doing to get people, to see who you are to visit your site, to try to come into your store, fill out your form, whatever it is that your ultimate action is.

Once they see your site, once they will have your brand will be everywhere and it will be front of mind, and it will be much more likely that they will ultimately buy from you. Because they’re constantly see you. So retargeting is really an effective way to maximize your return on investment for all your other digital marketing efforts.

And it’s something that I can not stress highly enough that you do. So, if you, if you don’t do it, if you want more information, you can give us a call. If you give us a call, you can text us messages. I’ve always said we will engage with you any way you want to engage with us.

So reach out to us, let us know how we can help you. If you have any questions about any other marketing, please reach out to us and let us know how we can help you. We love helping local businesses. That is what we do; we only work with is locally owned businesses. So until next Wednesday, because I’m doing this again weekly, this is Bo with Focused Engagement. Have a great day.

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