Even the best websites typically only convert 2% to 3% of their first time visitors. How do you make sure your message stays relevant and timely to your audience in their moment of need? Site retargeting captures users who have already visited your website and re-engages with them across the internet with display ads. Effectively keeping your site visitors in your consideration funnel and increasing your brand awareness. You can create many different remarketing lists based on all pages of your site or you can group pages together or use a single page to create a very specific audience and serve them very specific ads, based on what they were looking at on your site.
This type of remarketing combines the effectiveness of search with the reach and brand impact of display advertising. How can you target an audience who is searching for your products or services on the internet, but didn’t visit your website? Search retargeting captures users with a display ad based on previous keyword searches they have performed across search engines.
Google Remarketing Lists For Search Ads
Remarketing Lists for Search Ads (RLSA) is a feature of Google Adwords that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.
You can use this type of remarketing for visitors who leave your website and then go back to Google search to find similar solutions. Typically, there are two strategies to start to employ when it comes to RLSAs:
- Use RLSA to bid on keywords that you don’t normally bid on just for visitors who have been on your website. This can work well if you have expensive keywords that you aren’t very competitive on because of budget concerns. For example, you could bid on more broad keywords just for the people who have previously visited your site, in order to cast a wider net to get them back to your brand.
- Set specific bids for your existing keywords for visitors on your remarketing lists. For example, you could increase your bid by 30% for users who have been on your website in the last 30 days. You can target visitors with specific ads who have either performed an action on your website (like visiting the pricing page or looking at the FAQ section) or put an item in their shopping cart.
There are 2 categories of social retargeting:
- As shoppers browse elsewhere after they leave your site, social retargeting can reintroduce them to products they’re already interested in — and offer them a promotion that encourages them to return to your website and purchase.
- Targeting users who have visited your website via a social media site and retargeting to them elsewhere on the internet.
Video remarketing involves showing those visitors remarketing ads that have recently seen your videos or to people who have been on your website.
You can display video remarketing ads on YouTube at the beginning or in-between videos your potential customers are viewing (where they’ll have the option to skip the ad). You can also display a remarketing ad on the right side margin where they find video suggestions.
Email remarketing encapsulates two techniques:
- Serving remarketing display ads across different websites to users who open an email from you.
- Reaching out to visitors who have left your website without completing a purchase with targeted follow-up emails that convince them to come back to your website.
Brands have the ability to target key consumers based on historical data. Retargeting can be customized to track visits to specific places, as well as categories of places. Simply put, we can draw a virtual fence around any real-world location and serve ads to those who have entered our fence. Read here for more information on GeoFencing.
OTT & CTV Retargeting
You can retarget your CTV viewers across all their devices, including laptops, tablets, and mobile phones. Keep your message top-of-mind throughout the decision-making process. Read here for more information about OTT & CTV Advertising.