The path to new leads isn’t linear. It takes weeks, sometimes months for a consumer to decide to visit your website or check out another blog post. The decision to buy or reach out can be a long, drawn-out process, but it’s your job as a marketer to make sure you’re prepared to help buyers through that intricate journey. One great way to do that is by implementing a retargeting ad campaign.
What Does Retargeting Mean?
Retargeting ads are a form of online target advertising that are used for people who have previously visited or regularly visit your website. Their main objectives are to spread awareness and conversion. What this means is that you want visitors to re-engage with relevant products, features or announcements. As far as conversion goals, you want potential customers to click on your ad and take action. Regardless of which goal you have in mind, it is still important to align the positioning and next steps in the process to make it easy for consumers to access landing pages, site pages or requests for more information.
Types of Retargeting Ads
A digital marketing expert can provide several options when planning a retargeting campaign. One option is to use a pixel-based or list-based campaign strategy. They each have different advantages and deciding which to use relies heavily on which goal you have for your company.
Pixel-based is the most common retargeting ad. It puts an inconspicuous pixel, or in other words a “cookie,” into a user’s browser. That cookie notifies retargeting platforms to give the user’s computer or mobile device specific ads based on the specific websites and pages they have visited recently.
List-based retargeting can only happen when you use your existing contacts for certain types of retargeting ads. This works by uploading a list of email addresses to a retargeting campaign —usually Facebook or Twitter. That platform will then identify users who have those addresses and serve retargeting ads to only them. This form is a little less common, however, it allows for more customizable material for your audience and the ability to incorporate other email lists you’ve collected from other methods.
Implementing a Customizable Retargeting Campaign
There are quite a few options when planning to implement your retargeting ads. Customizable retargeting platforms are preferable because ads will be directly targeted to a specific person based upon their preference. Facebook, Twitter and LinkedIn are great places to start retargeting ads because they are trustworthy and well-known in the consumer’s eyes. Social media retargeting is great for impressions and awareness due to the fact that more people engage on these platforms in ways like sharing, replying and liking posts. Digital and professional marketing agencies know how and when to use each platform that’s best for your company.
The best part about retargeting ads is being able to track and view the progress you’ve made. You can track the website’s clicks, reach, total spend and many other things. Comparing these accomplishments with your initial goals will help you paint a clear picture on where your business stands.
Retargeting ads are a great way to keep prospects engaged, interacting and aware of your brand by advertising to people who have already shown potential interest in your company. While it may sound like a simple process, there are many aspects to a retargeting campaign that must be planned out prior to beginning the process if you want to see real results. Help your business reach its ultimate potential by implementing this intricate campaign into your marketing strategy.
With all of these different retargeting strategies, we understand that it’s hard to decipher what may be best for your business. That’s why we’re here to help. Appleton is an award-winning, full-service digital marketing and advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to deliver custom content, persuasive online ads and expertly crafted campaigns. By implementing valuable and shareable digital content strategies, Appleton can create the perfect social and digital marketing experience for your brand and audience. Your Internet advertising goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.