During the month of October, we are focusing on Pay Per Click (PPC) advertising and some of the topics that surround it. In the first blog post of this month’s series, we discussed the general idea of what PPC advertising is. PPC advertising is something that can have a huge positive effect on local businesses, but it can also be complex as it has many moving parts and different areas. Our last post also talked about what display ads are and how they can help further local businesses. Later in the post, we hinted at another important topic: retargeting.
Retargeting is an incredibly essential practice that every business should be partaking in. If you are someone who is very new to business, advertising, SEO, and marketing in general, this concept can be pretty confusing. Luckily, Focused Engagement is filled with experts on all of these topics and is ready to help you learn more. Here is some more information about retargeting and how it can help you maximize your website visitors and sales.
What is retargeting?
Retargeting is a tactic that involves converting people who already have interest in your business into paying customers. As a business owner, you have probably had many customers, both in-person and online, nearly purchase from you but reconsider at the last second. No matter where you are in your journey as a local business owner, you cannot afford to let these potential customers slip away. They can be the difference between your business succeeding or going out of business. You must do everything in your power to keep them interested and hopefully purchase from you. Retargeting strategy can help you get your business in front of these interested people again as they are ready to purchase.
How do I get started?
There are numerous ways that you can get started with retargeting. First, you will need some help figuring out if someone has interest in your business. One of the ways you can do this is by setting up and using Google Analytics and Google Ads. By connecting these two resources, you are able to view website analytics such as how long someone has viewed your site, what pages they viewed, what they clicked on, their location, and plenty more valuable pieces of information. Google Analytics is a basic tool that should be used by every business, but it is not the only option for help with retargeting.
Perfect Audience is another helpful option that will massively help you with retargeting. As an all-in-one tool, Perfect Audience is the perfect option for retargeting strategy. This software gathers the same information as Google Analytics as well as much more. Perfect Audience allows you to remarket in various places including Facebook, Twitter, Shopify, mobile, cross-device, and many more. Features include conversion tracking, highly detailed analytics, cross-device targeting, and of course powerful retargeting. Focused Engagement personally utilizes Perfect Audience for our retargeting needs and heavily recommends it to you. Contact us today at Focused Engagement to see how you can get started with Perfect Audience for your retargeting needs!
Now that you are aware of what retargeting and some software that will help you, it is time to develop your retargeting strategy. There are many retargeting strategies aside from the ones we will be covering in this section, so do outside research to find the one that will work specifically for your business.
Retarget with user’s site navigation in mind
As mentioned above, retargeting software can give you insights and analytics into a potential customer’s site navigation. You can use this as a heavy advantage because it shows you what products/services the user is clearly interested in. This information will allow you to retarget to them with personalized ads from the pages they actually viewed.
While browsing the web, you have probably had this happen to you and it most likely worked if you were truly interested in the product/service. This approach can be very effective if you catch the user at the right time because they will more than likely purchase something they have considered in the past rather than go with something completely new to them.
Target your audience in segments
As they say, each shopper is a whole different person with different needs. This is exactly why a one-size-fits-all approach should be a big no-no as you work on retargeting strategy. If you retarget 100 potential customers the same ads over and over, they are likely to get annoyed and no longer consider you for their purchase. By segmenting these people in groups, you can more effectively show them things they want to see rather than annoy them with a boring approach. This will pay off with more engaged potential customers and likely more purchases.
Key in on relevant search terms
This tip is a no-brainer. When someone searches for a certain term, they are probably interested in it. You should remarket to them with these search terms in mind to hold their interest. This strategy can give you a wider reach for potential customers rather than just those who have shown interest. There are plenty of tools, such as SEMrush’s Keyword Magic Tool, that can show you how many searches certain terms get per month. You can then plan your remarketing strategy around these terms!