Retargeting - What is it and Why your business should be doing it
As a small business owner you work really hard to get yourself and your company out there.
Perhaps you’re going to multiple networking events per week, posting on social media, or even perhaps you decided to do mailers. With the goal for someone to call you and want your product or service.
The truth is you may get someone that just calls you. In most cases, the person who is interested in your product or service is going to go to your website to learn more about you.
What happens when they visit?
They browse around, read what you have to say, and then they leave.
They are gone. Poof. 💨
They are not completely lost.
With a retargeting campaign, you’re able to get the visitor back to your website to take action. A retargeting campaign will place ads in front of the people who have already been to your website. If they went to your website; they have shown interest and now it’s time to move them to take action.
Here’s an image explaining retargeting
The two most popular platforms to use for retargeting are Google Ads and Facebook Ads. I’d recommend Bing as well.
With Google Ads retargeting you can have your ads on other websites, on YouTube with video, and even in Gmail if the user has Gmail.
With Facebook retargeting your ads will show throughout the Facebook Ad network including Facebook, Instagram, and its Audience Network (apps & games).
The goal of a retargeting campaign is to take people who visited your website but didn’t take action and get them back to the site to take action.
On average it takes 7 to 10 touches before a potential customer will take action. Retargeting helps your business stay in front of potential customers. The cost for retargeting campaigns isn’t very much either. Resulting in great ROI.
Here’s one example (HipChat) of where you’d see ads when placed on another site: