Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
Retargeting is one of the best ways to close sales that didn’t happen. The fact is, the mass majority of users won’t convert on their first visit to your site. This means only a small portion of your traffic will convert. You can’t just let the lion’s share of your traffic leave and blame it on the current system of marketing. You have to take action and get those visitors to return with the goal of converting.
While retargeting has proven to be effective on countless occasions, we do warn advertisers that a poorly set up campaign can actually hurt your marketing efforts. Because of this, we’ve created a list of best practices to help you get the most out of your retargeting:
Don’t Overbear or Under-serve. One of the worst things that you can do is bombard your audience with ads. Doing so will likely annoy a lot of your current and potential customers. Conversely, you also don’t want to serve too few ads, this leaves a lot of value on the table.
Make Sure Your Ads Are Well Branded. While retargeting guarantees that your ads will stay in front of your audience, your ad creatives still need to spark a subliminal connection between your brand and your audience.
Have an Incredible Network Reach. In theory, retargeting works because it keeps your brand in front of your audience wherever they go. This is why you need to make sure that you’re retargeting your site’s visitors across as much ad inventory as possible.
Target an Actionable Audience. The placement of your segment pixel can make or break the performance of your campaign. It is a general practice to place your segment pixel on your homepage and landing pages to make sure that you’re only retargeting the people who have at least some familiarity with your brand. However, if you’re driving a large amount of paid or low-quality traffic to your website, you may not be retargeting the most appropriate people.
Segment Your Active Audience. In addition to understanding the proper placement of your segment pixel, understanding your burn pixel is another best practice for retargeting. If the goal of your campaign is to drive activation from new customers/users, it’s best to place your burn pixel on your “Thank You” page to make sure that you stop retargeting to the users who have already converted.
At AirRentalz we are all about marketing your place or space in the most effective way possible. We are just not a platform where you list your property for rent and wait for people to come and find you. We are all about outbound marketing. Be it your property or what is going on in your area we provide you the platform to undertake and actively market your place.