Here is an interesting statistic; 90% of first time visitors to your website will not buy from the site or make an inquiry.
This is unbelievable and in most cases it can take up to six visits before a potential client will actually pick up the phone.
This is where Google retargeting is such a valuable marketing tool as it targets people who are already familiar with your brand and website. Retargeting puts your website constantly in front of the consumer; keeping your brand ‘front of mind’.
Here is another statistic that you should be aware of: less than 1 in 18 website visitors will buy a product or service from your website. Whilst you have all the be intentions of getting a great looking website designed and you may be paying an SEO company to rank your website on Google which is highly advisable, unfortunately, this my not be enough to bring in the sales. This is the reality of the digital space. It’s getting very crowded and as a business owner you need to explore other avenues. Google gives a brief over view of it here:
Retargeting is a wonderful marketing tool and can be used in conjunction with an Adwords or SEO campaign.
OK, tell me more……what is retargeting all about and how can it help my business grow? According to Search Engine Land, in a nutshell, it’s the process of tagging website visitors so you can target them specifically, with ads tailored to their level of interest in your company, across an advertising network. This means you might appear in front of them again while they’re watching YouTube videos, shopping online, using social media or searching for information.
Our method of retargeting is to use Google display advertising to re-engage potential customers. It comprises of us designing for you, visually creative display ads of many sizes that are then retargeted on other websites.
What happens is that basically Google remembers your visitors search patterns and that visitor will then be targeted with theoretically relevant adverts when they visit other websites. Essentially your advert will appear on other sites they visit – constantly.
It’s a great way of promoting your brand and it gives your website another platform to market to the consumer. In today’s crowded and very competitive online space, the cost to get noticed and found is skyrocketing.
Most businesses are doing Adwords and SEO, this is why Retargeting is so good! It is another platform, different to traditional online marketing that is highly targeted and very sales focused. In my opinion, you should give it a try and add it into your marketing mix. You can always turn it off it you are unhappy with the results, but I can almost guarantee you that you will love the extra traffic it brings to your website and ultimately; more sales.
Partner with us at SEO Sydney Experts and let us show you how powerful display advertising can be and how Google retargeting can be another advertising asset for your company or business. It’s immediate, measurable and very dynamic. You can be monitoring the performance of your ad on an hourly basis if you like.
Retargeting for eCommerce Websites
Retargeting for eCommerce websites is a fantastic idea. Shopping Cart abandonment is a massive problem. How many times have you added products to your cart only to exit right before you hit the buy button? Retargeting solves this eCommerce dilemma buy ‘re-attracting’ previous browsers/customers to your website. Read this great article about ways to improve the shopping cart experience for the consumer.
Shopify tells us that you’re losing money. We haven’t even met, but I know this because the data supports it—each and every day you sell online you’re losing potential orders on your website.
According to Baymard Institute, 69.57% of online shopping carts are abandoned. Think about that. For every 100 potential customers, 70 of them will leave without purchasing. How much would your revenues increase if you were capturing those sales instead of losing them? Its a huge issue for so many businesses that rely on online sales to survive. Adandonement after browsing is a revenue killer, simply put. This is where retargeting can help drive revenue sales and inquiries.
How does this happen I hear your ask? Well, a great looking banner ad promoting your website will pop up on many other sites that these customers visit. Your website will be there in their face all the time. It is a very compelling and persuasive argument to implement a retargeting campaign ASAP.
If Google Adwords are not really working and you can’t seem to get to page 1 of Google through search engine optimisation – then retargeting is the perfect solution.
Less than 10% of visitors will buy from your website on the first visit – RETARGETING is the BEST TOOL YOU CAN USE TO GET THE OTHER 90%.
What are the Benefits of Retargeting?
The biggest benefit of retargeting is to constantly remind the consumer about your product or service. They might have been on your shopping cart or your website, looked around, thought about making the purchase but at the last minute, for some reason they didn’t buy from you. Retargeting steers consumers back to your site. It freshens up their memory and puts you in the running time and time again for that all important sale. It may reignite their desire to buy again and guess what? They will be retargeted to your website.
SEO or search engine optimisation and Adwords is starting to get very expensive. I know that in some cases a cost per click for highly competitive keywords can cost upwards of $50. This is a huge cost and can drain your daily marketing budget very quickly. Add to this your SEO monthly spend and it all starts to get quite pricey. Retargeting is just another avenue to showcase your brand, where SEO and Adwords are not delivering a good return on your investment. Don’t get me wrong here. Being at the top of page1 or close to, is a the best place to be, but simply put this is just another great marketing tool, not to be ignored.
It really reinforces your brand to the consumer. Unfortunately, if people have found you via a Google search then like all sites on Google, all you see is the title and description. Basically, everything looks the same and there is nothing really to differentiate you for the next business. Retargeting gives you the opportunity to be extremely creative with your display ad and drive home your sales message. If your actual website is memorable, then your retargeted display ad will really reinforce your message and trigger this ‘buy action’ in the consumers mind.
Forbes has a great artlce which is worth reading: What Is Retargeting And Why Is It Important?
Getting started is really easy you basically have two options. You can either contact Googles customer support team who will guide you through the process which for the average business owner will be a bit difficult as there is a tiny bit of coding involved. Alternatively, you can give it to your web or SEO team who can have this up and running really quickly. You will need your credit card as a form of payment to Google. Most businesses prefer to hand this over to a digital agency that is able to monitor the performance of your campaign and tweak the landing page of your retargeting ad for better performance and higher click through rates.
Conversion Rate Optimisation and Retargeting
For those that are , a little unclear what I mean by a landing page, this is the page that people go to when they click your advert. Hence it has to be straight to the point and very conversion focused. That is, when the consumer sees the page it has to answer their query immediately and sell hard to them. This is called conversion rate optimisation and is an integral part of the whole process. What you need to understand is that it’s not just a matter of designing the ad, pointing it to a page on your website and hoping for the best. For it to be effective there has to be a strategy behind this with a well thought out game plan. Doing it yourself is possible but far from advisable.