Retargeting: The What, Why and How
Ever had the feeling you’re being followed?
You’re not alone.
In just a few minutes, Einstein will explain who’s following you, and exactly why they’re doing it. In fact, we’ll show you how to RETARGET like digital marketing experts.
But first, let’s consider Mr Joe Bloggs, surfing the internet at home, or work, or anywhere he gets the chance to browse on his phone.
Joe thinks he might need some new shoes, but he’s not in a rush to purchase. He’s assessing his options, and getting an idea of how much it might cost.
He visits multiple sites, and views a pair that fit his budget and suit his style.
Joe’s desire to buy has grown, but just as he’s about to purchase them, he gets DISTRACTED.
He closes the webpage and DISAPPEARS from the digital world.
A few hours later Joe opens his laptop and checks his Facebook profile, he goes on YouTube to watch a video his friends have linked him to, he browses similar content to the hilarious video.
But something strange is happening.
Every digital turn he takes, those shoes are there.
Joe looks down to his feet. He’s REMINDED about his need for a new pair, and buys those shoes he’d already FORGOTTEN about.
Joe smiles. The ad that followed him around the internet must’ve been fate, perfect luck, a sign from the heavens.
Einstein’s sorry Joe. You’re wrong. It’s something else. A technique that TRANSFORMED the digital marketing world overnight.
Mr Joe Bloggs was a subject of retargeting.
Simply defined, RETARGETING is a form of online advertising that targets customers based on their previous internet actions.
And it works.
EINSTEIN MOMENT -traffic that is retargeted with ads are 70% more likely to convert on a retailer’s website.
It uses COOKIE/PIXEL technology, that anonymously ‘follows’ an audience all over the web.
Digital Marketer’s like Einstein love it, because RETARGETING makes a SPECIFIC OFFER to a SPECIFIC AUDIENCE.
Retargeting has made digital advertising cheap, dynamic and effortlessly simple.
On average, only 2% of first time traffic converts.
So, what are we supposed to do about the other 98% who showed an INTEREST in your business but didn’t buy?
Watch them disappear? Let them spend their hard-earned money elsewhere when they’ve got more time?
Your business can’t afford to do that.
Every INTEREST is an OPPORTUNITY to CONVERT.
EINSTEIN MOMENT -Retargeted Ads get a 10x higher click rate than those of normal Display Ads.
We have to assume that every visitor DIDN’T SAY NO. They just couldn’t take the desired action at the time.
Maybe they were distracted, maybe they were at work, perhaps their wallet wasn’t handy, or they’re waiting for payday.
Whatever the reason, it is our RESPONSIBILITY to SOLVE the prospects PROBLEM/PAIN by reminding them of our SOLUTION.
Imagine how upset Joe would’ve been if his shoes broke before he remembered to buy the new ones he liked online.
Now you know how important retargeting is, Einstein’s sure you’re worried about how much it’s going to cost, and how complicated the PIXEL process is.
We’ve saved the best until last.
The PIXEL is FREE. Yes, that’s right, FREE! You can gather information about your traffic without having to pay a penny.
Simply add one to your site by setting up a Facebook Business Manager, or a Google Adwords account.
They’re easy to find within either account, and once you’ve got it, you’ll just need to add it to your websites URL header tag.
EINSTEIN MOMENT –Use your PIXEL to create Facebook audiences with similar interests to those who visited your site, with their LOOKALIKE AUDIENCE creator. Find out more HERE.
Need further information about how to install your PIXEL? We love this instructional YOUTUBE VIDEO.
RETARGETING: Get Started
Still got the feeling you’re being followed?
We hope not.
Retargeting is the GIFT that doesn’t stop giving.
And remember, every visitor is an opportunity to not only Retarget with ads, but to learn more about the people who are interested in your product.
The more you know about your customer, the easier and cheaper they will be to find.
If you’re right at the start, and need some help setting up your Facebook Business Manager Account, use our 5 Simple Steps.
But if you’re ready to go, learn how to optimise your PIXEL’s collected information to 10x your AUDIENCE REACH.
If you enjoyed this blog or feel like there’s something we missed, leave a comment in the box. We’d love to hear your opinion.
Originally published at www.einsteinmarketer.com on January 16, 2018.