There are many options for advertising your company online.
It can be confusing but also stressful because your marketing
budget is limited. This article explains the
role of retargeting. I don’t advocate 100% for one approach because everything has pros and cons.
Over reliance on one type of media can be limiting. It usually happens when the marketer doesn’t want to leave their comfort zone. Hopefully, this article will inform you on a lower cost option for enhancing your campaigns.
In this blog post, we’ll look at what exactly is retargeting, but also when it makes sense to employ it.
First, what exactly is it?
WHAT IS RETARGETING?
You’ve probably seen ads on Google or Facebook from sites you’ve visited. The idea is that maybe you weren’t ready to purchase just yet when you came to their site. The ads serves as another attempt to bring you back to the site.
NOT JUST ECOMMERCE
Don’t think that you need an online shopping cart to retarget your visitors. You may have set different goals. Perhaps you’re seeking downloads or web fills or phone calls. Whatever action you’re seeking, retargeting can help bring your prospect back.
You can do this on Google and Facebook.
When you go to Google to search for information, you type a query into the search engine. This serves up results that start with ads at the top.
Those advertisements are part of the Google Search Network.
The visual ads we’re talking about today are part of the Google Display Network (GDN). This is a massive network of millions of sites to place ads on.
However, simply placing your ads on sites, while an option, probably won’t yield the best results. For example, just placing ads on the Display Network will get clicks at a rate of 0.07%. However, if you selectively retarget your website visitors and serve them ads, that rate jumps to 0.7%. Not to mention that you increase the likelihood that the visitor will convert by 70%.
Keep in mind that there are critics of retargeting. I try to show both points of view. But even if surveys show that people get annoyed by seeing ads, the dollars and sense make a stronger case.
IF RETARGETING IS SO EFFECTIVE, WHY WOULD ANYONE JUST PLACE STATIC ADS ON GOOGLE?
Great question. First, the clicks are super cheap compared to the search network. On the search network, you’re paying more because people are actively seeking you and have greater potential…but you get what you pay for. Ads on the search network can see click through rates into the double digits.
Second, there is value in having your name out there. The clicks are cheap, but you can choose the best sites you think will boost your brand.
AND NOW FACEBOOK…
Facebook is a great example of native advertising. This is the practice of making the ad appear like it’s part of the platform. The next time you scroll through your newsfeed, look how many ads you pass without them jumping out at you. They fit in.
That’s a benefit by itself. As mentioned above, the criticism of display advertising is the intrusive nature of it.
Facebook advertising has grown considerably and the other stats that go with it paint a bright picture. It works like GDN. While there are no sites, you build audiences and serve ads to them. You can also retarget by placing a pixel on your site.
WHEN DO I USE RETARGETING FOR GOOGLE AND/OR FACEBOOK?
You could use either by themselves. Keep in mind that they are less expensive. When I talk to clients, the most common reason to use just retargeting is cost. But again, the clicks throughs are low…even on Facebook where it’s less than 1%.
The most effective way is to first set up a search campaign. The clicks are more expensive but you’ll bring in better traffic. From this pool, you should begin retargeting.
I hope you found this helpful. Try not to see one type of media as better than the other. Understand the pros and cons and apply different approaches for different goals.