background

Digital Marketing Part 4 – Retargeting?

What is Retargeting?

Retargeting is a method of digital marketing which uses targeted adverts that are displayed to people who have visited your website but did not complete or make a purchase. Retargeting aims to draw customers back to your website once they have moved on to look at other sites and is a method of unobtrusively and strategically tagging or tracking your customers by anonymously dropping a code which follows your website audience. The aim of retargeting is fundamentally all about converting your customers into sales whilst generating and creating interest in your products and services. Retargeting connects with customers using targeted adverts which are displayed on selected and relevant websites to your industry and business.

RLSA - Remarking Lists for Search Ads

Remarketing Lists for Search Ads or RLSA creates retargeting lists and segments them by the page’s people visit. RLSA also allows you to customise search ads campaigns to target people who have previously visited your website but did not make or complete a purchase. RLSA enables you to connect with your potential customers when they go on to search for the same keyword term on Google or search engine sites, using tailored bids, targeted ads and specific keywords which are directed to previous visitors to your website. Remarketing lists for search ads use remarketing lists (a list of people who have visited your website) for these customisations.

Benefits of Retargeting

Retargeting is a highly effective digital marketing technique because it targets audiences who are already high-quality warm leads, directing people who have previously shown an interest in your products or services, back to your website. As these customers are already familiar with your brand, they are potentially easier to convert into actual sales. Retargeting builds brand awareness and reaches out to potential customers improving conversion rates and leading customers back to your website at crucial moments. 

We subscribe to the largest advert exchanges so your retargeting adverts display across a plethora of platforms including; Facebook Exchange, Google Network and other wide reaching display networks, which means we retarget your customers anywhere they go online.

Retargeting;

  • Re-engages with hot leads
  • Generates traction with potential customers
  • Directs customers to complete a purchase
  • Tracks potential leads and sales
  • Produces high click through rates (CTR)
  • Strengthens your brands online visibility
  • Provides a high ROI
  • Is flexible and easy to control

Retargeting Campaign Strategies

Retargeting and RLSA can be separated into two digital marketing strategies. Firstly, you can optimise bids for existing keywords for visitors on your remarketing lists, so you could choose to set your bid higher or lower depending on who has previously visited your website during a certain period. Alternatively, you could choose to display a different kind of ad to those visitors who went on to put something into a shopping basket on your website but did not complete their purchase.

Secondly, you can bid on keywords to target people who have recently visited your website or who have previously visited your website in the past, for example you could bid on broad keyword terms to target people who have previously purchased an item on your website.

The aim of these strategies is to increase your customer base, drive more visitors to your website, generate more interest in your products and service, beat your competitors and ultimately engage with customers to complete their purchase.

The Campaign

Google allows retargeting in Adwords but calls it remarketing. We’re not sure why as remarketing is email-based marketing campaigns to engaged users such as abandoned baskets. But treat remarketing in Google Adwords the same as retargeting. Remarketing will add a tag to your website which is a piece of code obtained from your Google AdWords account which you must have to perform a campaign. A new remarketing tag can be added to each page of your website so you can collect different data from different features of your site. The code tells AdWords to add every person who visits your site to your remarketing list. So, for example if you have a tag on your homepage, when someone visits this page the cookies connected to the visitors’ browser will be added to your remarketing list.

The tags are then used to build a remarketing list which can be implemented to either create a new marketing campaign or added to an existing campaign or ad group. Different lists can be created to target visitors who viewed certain pages on your website called a custom combination list and bidding can be altered accordingly. To protect the privacy of your remarketing list, Google Search ads need to have a minimum of 1,000 cookies before the list can be used to tailor your search ads.

Retargeting Campaign Management

As a Google Partner Agency and certified Google AdWords Campaign Managers, we are qualified and experienced in retargeting campaign management which has proven successful results for our clients. Firstly, we will begin by getting under the skin of your business and understanding what you want your retargeting campaign to achieve. Then, working to a defined budget and time-scale we will start putting together a campaign strategy and building your campaign to achieve your goals.

Retargeting adverts can be supplied to us or created by our in-house Web Designers. Once your campaign is in full swing we will monitor it at intervals to make sure we are getting the best results for your budget and provide monthly results of how your campaign is progressing. We will also be in regular contact to ensure you are happy with how the campaign is progressing and to discuss results and findings, however we also positively encourage our clients to get in touch with us to relay feedback on how their campaign is impacting on number of enquiries or direct phone calls and leads.

Conclusion

Retargeting should be a part of your digital marketing strategy and to generate to greatest results for your business should work alongside other digital marketing techniques such as Google AdWords, PPC and Content Marketing. Different marketing techniques serve different purposes and collectively will generate wide reaching benefits and achieve the most successful results.

Get in touch

To find out more about Retargeting and RLSA and how these techniques can be implemented to benefit your business, call us on 01323 735800 or email enq@barkweb.co.uk.