Marketing Tools 101: Retargeting Ads

July 24 2019

By Steven Reichenberg

Most websites have incredibly low conversion rates (less than 2%) for first-time visitors, and it's not necessarily because anything is wrong with those websites. We live in an age where you can shop for just about anything online, and because of this, consumers are more likely to shop around for the best deals possible. Top this off with an increased reluctance to share contact information online due to the amount of spam we all receive, and you can see why conversion rates are so low. It's because of this Retargeting Ads are playing a more important role when it comes to online conversions.

What Is a Retargeting Ad?

A Retargeting Ad is a marketing tool that you deploy from your website to keep your value proposition in front of the consumer, even after they leave your website, thus increasing your chance of them becoming a paying client.

Unfamiliar with what we're talking about? We're all about examples.

Are Retargeting Ads Effective?

Yes (if they are set up correctly). In my experience, most Retargeting Ads are set up for brand awareness and optics, both of which are important aspects of growing your business. However, they rarely result in a direct and noticeable increase in lead conversions.

Some companies choose to promote their main brand to 100% the visitors that pass through their website, regardless of how the visitors arrived on the website. While this is certainly better than not having Retargeting Ads setup, it's nowhere near as effective as it could be.

How Do You Make an Effective Retargeting Ad?

To make an effective Retargeting Ad, you first have to understand that the viewer saw your last marketing attempt, visited your website, and then chose not to contact you. Think about why they visited your website in the first place, and then think about the possible reasons for why they chose not to move forward.

Example Scenario: You sent out a marketing piece talking about home prices being at an all-time high. If you did, they probably visited your website because they were interested in what they might be able to get for their house. So why didn't they move forward?

Once you have a good idea why they didn't move forward, you can create a Retargeting Ad that addresses the concern. This increases the likelihood of them clicking on the Ad, going back to your website, and contacting you.

Here are the steps in a nutshell:

Step 1: Define Your Audience

Step 2: Create a Value Proposition for The Defined Audience

Step 3: Setup Your Retargeting Ads

Step 4: Create a Landing Page for Your Retargeting Ads

Step 5: Launch Outbound Marketing

Ready to Get Started?

If you're ready to start driving traffic to your website, launch retargeting ads, and setup landing pages that help convert visitors, contact us today so we can help you.

Do you have questions but aren't ready to commit? That's fine; Contact us anyway. We still want to hear from you and help you however we can.

You can reach us by phone (925) 204-3577 or email hello@gutensite.com.

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