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Ad Retargeting – People have a lot of confusion and concerns regarding any retargeting ad campaign. After all, this is not one of the simpler marketing strategies to understand and newcomers to marketing often find the concept to be foreign and difficult to grasp. This article, hopefully, can answer all the questions that you have with retargeting.
1. What exactly is Retargeting?
As defined by Wikipedia, re-targeting is display advertising technique used by online advertisers to recapture consumers who visit a retailer’s site and leave without making a purchase. It functions as a complement to search, SEO and other marketing campaign tactics.€
The way an advertiser retargets an audience is with the help of display ads that show upon several sites across the Internet. As with all forms of retargeting, online retargeting works by pulling out information from you, courtesy of the cookies in your browser, and then displays an ad that will reflect what you have seen and experienced with a certain brand. Every ad shown will be subtly different to each user as this will depend on how they interacted with a brand’s campaign.
2. How does it Work with My Existing Ad Campaigns?
An important word to remember here is the word retargeting which simply means to target again. Retargeting ad campaigns focus their efforts on those people who have visited your website through an existing ad campaign in place. If, for example, you have directed people to your website through a Google AdWords Campaign, the retargeting campaign would work in tandem with this and bring back a considerable number of those people who have initial experience with your brand.
The retargeting campaign gives you the option of selecting viewers based on what they have seen on your website. Regardless of who you chose, it is certain that you can focus your attention and spend your money on people who have experienced your brand for themselves. A retargeting scenario would work as follows:
· User browses the ad and sees your existing ad
· User clicks ad and is directed to your website
· User goes to another website
· Retargeting ad pops up in said site for the person to click
· Person clicks ad and is re-directed to the website.
What is best about this scenario is that the sequence will be initiated regardless of how the person came upon the website. The fact remains that they will undergo the process the moment they have successfully navigated through your website.
3. How does it Work?
How retargeting works is quite simple. An advertising agency will give you a pixel containing the ads to be attached on the website. Once placed, every person visiting the website will be regarded as part of the audience. Every visitor will be given a €cookie€ which shall be embedded into the browser. The retargeting ads will be looking for this cookie and, upon finding it and drawing the necessary information from it, will display an ad. The effectiveness of the campaign will be determined by the number of people who received the cookie.
However, building your site’s traffic is important as the retargeting campaign has little to work with in a site with little to no visitors. Thus, stabilizing your web traffic is a must before engaging in the retargeting campaign. You are also given an option of which sites to have the ads displayed. With that, it is important to remember that you can only pick sites that support the display of 3rd party banner ads.
The best feature about this is that a person receives a €burn pixel€ every time they convert which simply means viewing through the ad and clicking it. This pixel disables previous ads from repeatedly occurring at every site the person goes through and enabling the newer and sophisticated ads in your campaign to appear.
4. Is It Effective?
There is no other answer to this but €yes!€. Anybody into selling knows that a person who has experienced the brand is easier to convince, leading to a quicker close of the sale. A retargeting campaign gives you the opportunity to get back at these people and convince them a second time around.
This makes retargeting one of the more effective marketing tools in the Internet, despite the limitations being posed by the medium. It also works better if the person is slightly leaning favorably to availing of your products in the first meeting as a second meeting only convinces them more to buy of what you can offer.
5. How Are Results Measured?
Agencies that specialize on retargeting employ various pricing schemes and methods to charge advertisers for every retargeting ad that they use. Such models include:
Cost Per Impression- this pricing method charges advertisers according to a set price per thousand page impressions. An impression is simply the time it takes for an ad to pop up in any site and be seen by the viewer.
Pay Per Click- this scheme charges advertisers for every conversion made in their ads. Conversion is the actual clicking ad of a person that will direct them to the website. This is one of the more popular pricing methods as the advertiser only has to pay whenever somebody clicks the ad.
Cost Per Action- agencies that use this pricing method charges advertisers for every pre-set action completed with regards to the ad campaign which include people viewing the ad through or purchasing something from the brand. Agencies that use this would only count a completed sale as a valid action in this scheme.
Measuring the effects of retargeting can be quite easy as the campaign credits both view-throughs and click-throughs. With that, a retargeting company can give you a clear idea of the progress of your campaign and how much it is going to cost you, giving you enough time to adjust the campaign according to your desired results and budget.
Tips for Effective Retargeting
Retargeting works best when you have an existing ad campaign, like a Google AdWords Campaign, in place. Doing so results in higher chances that a viewer can convert themselves into a buyer. However, retargeting requires a lot of time, effort and research in order to achieve the desired results. The following tips will help you turn your retargeting campaign into a successful one and not a waste of time and money.
1. Keep it Personalized
Repurposing your existing ads for retargeting is not one of the best decisions you could make. This is because retargeting has quite a different tone compared to other forms of display ads. Initial display ads is all about introducing a person to the products and services of a brand, retargeting ads are all about convincing viewers to buy them. This requires for a more personal and directs approach and a casual or friendly tone. It would also not be a good idea to copy a template for your ads as they necessarily do not reflect your brand’s style or even its needs.
2. Don’t Overdo It
As with all things in life, too much of something can draw in adverse effects that are completely opposite of what you intend. Nobody likes to be seemingly followed all across the internet, and having your ads pop up wherever a person goes will lead to that effect. Worse, they can get irritated with the spam-like appearance which makes them harbor negative impressions whenever your brand is involved. Spreading your ads through a reasonably spaced time frame will prevent them from becoming repetitive and annoying for viewers.
3. Longer Time Frames Are Always Better
A longer time frame for your campaign can maximize its results simply because it allows you enough time to refine your strategies and make the ad draw in more people for less. One of the main reasons for a longer time frame is that it can help in building your site’s audience and normalize its web traffic. In addition, it moderates all your ads, exposing them considerably to the audience but not so much to the point that