Retargeting is a fantastic way to reach out to people who have shown interest in your brand but haven’t necessarily converted – it’s essentially a way to get more out of your pay-per-click advertising by going after people who aren’t “ready, willing, and able” to buy just yet.
Through retargeting, you can squeeze out all the potential of your marketing strategy and enhance your approach to get more purchasing power. As an example, let’s say that your marketing campaign has reached the end of its life: you’ve done everything possible with your copy and landing page and the results are not what you wanted.
With retargeting, you now have the ability to go back and target people who have seen your ad, and are still thinking about your product. You have the opportunity to keep those people in your marketing funnel, keep their interest, and hopefully convert them in the future.
Why Retargeting Campaigns can Get More Out of Your PPC Strategy: Improve Conversion Rates for High-Value Keywords
Retargeting can be used to effectively bring more people from high-value search queries to your landing page. Using a retargeting campaign in combination with a remarketing campaign can bring more people to your landing page, and help lift the conversion rates of your high-value keyword search queries.
How to Take Your Retargeting Campaigns to the Next Level
Tip #1: Use First-Party Data Targeting Using Your Customer Lists
First-party data is all about using your customer lists to define who you want to target. You know who your customers are, so you can use this information to create highly targeted retargeting campaigns.
For example, if you worked with a car dealership that sold new and used cars, and you created a remarketing campaign to market used car offers to people who have recently visited your dealership’s website but have not completed a purchase, you can create a retargeting list based on who visited the site.
The retargeting list could be populated with recent visitors based on their first name, last name, phone number, and email address. This first-party data retargeting list gives you a better idea of who you want to target – it’s like target marketing using a specific person’s information.
Tip #2: Don’t Forget to Include Similar Audiences (either from Google remarketing or Facebook remarketing)
Using Similar Audiences is a great way to broaden the scope of your remarketing to include more people who would be interested in your products and services.
Let’s say you just conducted a Google AdWords campaign and you have a large list of customers. You can now take your database of customers and use an audience similar to that customer list to create a retargeting list.
This way, you are getting people who are interested in your product, have demonstrated some affinity for your product, and did not convert. This audience could be of similar interest, so you know you are reaching out to the right people.
Tip #3: Leverage Analytics Audiences to Take Your SEO-Friendliness to the Next Level
With Analytics Audiences, you can now use your website analytics data to create an audience that is specific to the pages they visit. This audience could be based on the pages they visit and the time they spend on each page.
For example, let’s say you are running a retargeting campaign to get people who have visited your website in the past 90 days back to visit your site. You can create an audience based on PPC Sessions and use this audience to retarget people who have visited your site within a 90 day period.
You can also create an audience based on people that have visited specific pages on your website – for example, if you were running a retargeting campaign for a home improvement store, you could create an audience that targets people who have visited your home improvement pages.
The Bottom Line: The Power of Retargeting Campaigns in Elevating Your PPC’s Effectiveness
Retargeting campaigns are more powerful than ever. With the ability to create highly targeted audiences and bring people back to your website that has shown some interest in your product through previous interactions, you have a unique opportunity to take your pay-per-click advertising to the next level.
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