Search Engine Remarketing
As Internet users, nearly all of us have been served a retargeting ad. Have you started car shopping on Cars.com and then noticed ads for that same car while visiting CNN.com or Weather.com later that day? Or when you bought your pup some new dog toys on Chewy.com and later saw dog toy ads from Chewy on ESPN.com? Those are retargeting ads, and they are doing exactly what the advertiser wanted – targeting former website visitors with relevant ads for something that they expressed interest in.
What differentiates retargeting ads from search or display ads is intent and delivery. Search ads bring in new visitors with keyword and intent-driven ads. Display ads bring in new customers and spread brand awareness. Retargeting ads are served to previous site visitors, driven by website metrics and interactions. They are intended to keep an already known brand visible.
Retargeting ads can capture conversions long after the initial website visit. In a perfect world, every visitor to your website would place an order or sign up for your services during their first site visit. Unfortunately, this doesn’t always happen. Online shoppers are savvy and tend to visit many competitor sites before buying – or they just want to think about the purchase before making it. For big-ticket items such as vacations or cars, the process can take weeks or months. Retargeting ads help keep your brand remain relevant and visible.
The sales funnel can be a complex place for both buyer and seller. Initial search and display ads can help to guide a user into the funnel for the initial brand/product/service awareness. Once the user becomes a prospect, retargeting ads help that prospect along each subsequent step to the last step of completing a conversion action (phone call, form fill, or purchase).
How Ad Retargeting Works
Ad retargeting is initiated when a visitor comes to your website, and a cookie based on a pre-defined set of rules is added to their browser. Based on the criteria set in that cookie they are targeted for an ad on other network websites that they visit later. The goal is simple – keep your brand visible so that the user returns to your site and completes a conversion action.
Ad targeting is based on factors including time spent on site, pages visited, days since the first visit, and whether or not a user completed a particular action. To help identify your ideal customer, we will work with you to establish a buyer persona that can be targeted. This persona information will be based on interests, demographics, and other key information that analytics software may not be able to provide. This information can be invaluable when creating custom audience lists to be served particular ad sets.
Benefits of Retargeting Campaigns
Retargeting ads have the distinct advantage of being able to answer certain buyer questions. Since the user is familiar with your product or service, having already visited your site, the retargeting ads can answer specific product questions, establish trust, and alleviate customer concerns at key touch points during the buying process.
By combining your ideal customer persona with data about their website visit, a retargeting campaign can be highly effective at bringing visitors back to your site and generating quality conversions.
While Google is the preeminent ad retargeting distribution platform, given its vast network of available sites, it is not always the ideal one. To better serve our clients, Efferent Media has a partnership with a premier retargeting company that leverages a uniquely specific software suite and artificial intelligence for ad campaigns.
Choose Efferent Media for Retargeting Campaigns
At Efferent Media, we approach each retargeting campaign anew. Good marketing is a dialogue, not a monologue, so we never use a “one size fits all” method. At Efferent Media, we custom tailor a marketing strategy specifically for your business. We combine our years of experience with your specific business needs to custom craft a retargeting campaign that works for your company’s goals.
How do we create your campaign? As part of the initial onboarding process, our team will work with you to create the ideal customer persona, as we mentioned earlier. We will essentially conduct a SWOT analysis – Strengths, Weaknesses, Opportunities, Threats. Part of that includes a competitor analysis to understand the market landscape and a website review to provide a list of strengths to leverage and weaknesses to be remedied.
Testing and optimization are an integral part of any ad campaign’s success. Your dedicated paid ads specialist will continuously monitor and optimize your campaign once it has been launched to provide maximum return on ad spend (ROAS).
1999Implant.com, a directory service for discount dental implant services, came to Efferent Media looking to target a specific geographic region. Download our case study to see how our pay-per-click strategies resulted in a 79% reduction in cost per conversion and doubled the conversion rate.