Keep Customers Engaged with Retargeting
Are you using retargeting to connect with customers and enhance your marketing efforts? Learn about the ins and outs of retargeting and how to create a retargeting strategy for your business.
Do you have a strategy to help you reengage with customers who previously interacted with your company online? The power of retargeting makes it possible. Here’s an overview of how to put a retargeting strategy to work for your business.
How It Works
Anyone who spends time surfing or shopping online has likely experienced retargeting as a customer. It happens after you’ve been browsing online for a particular product or service. Later on when you’re scrolling Facebook™ or visiting other websites, you notice ads for the same or similar product you originally viewed. This is not a coincidence; it’s an intentional strategy to keep you engaged that’s made possible by retargeting technology. The online retailer tracked your visit to their website and used retargeting ads to encourage you to make a purchase.
Retargeting ads can help increase customer engagement and remind those who previously interacted with your website to come back and make a purchase or take some other action. Retargeting works by placing an advertising pixel to track visitors to your website. A tracking pixel is a piece of tracking code that uses a cookie to retarget customers through Google Ads™, Facebook and other advertising networks.
Retargeting campaigns can be designed to achieve a range of goals from simple to complex. You could set up a simple follow-up ad or a sequence of ads timed to coincide with a longer decision-making process. For example:
- A reminder to purchase an item.
- A cross-sell of a similar or related item.
- A request to complete a survey on a related topic.
- An invitation to join a webinar or event.
- A video telling a story about your brand.
Creating a Retargeting Campaign
If you’re just getting started with retargeting, choosing the right platform and service provider is a good place to start. The platform you choose depends on your goals and also how involved you or your staff want to be in creating retargeting campaigns. Some popular platforms include AdRoll™, ReTargeter™ and Google Display Network™.
Just like with any other marketing campaign, it pays to have a good understanding of the costs involved and the return on your investment. Testing and tracking allows you to determine what works well so you can streamline your efforts and focus on the tactics that produce the best results.
Set Your Marketing Strategy
Having a robust marketing plan that includes retargeting can help your business attract customers and keep them coming back. Learn more about accelerating the adoption of technology and refining your digital strategy to improve your business.
If you’re looking to expand your marketing efforts with additional staff and resources, Amegy Bank can help you plan for the costs involved. Connect with a business banker to explore working capital financing for your business.
The information provided is presented for general informational purposes only and does not constitute tax, legal, or business advice. Any views expressed in this article may not necessarily be those of Amegy Bank. Amegy Bank is a division of Zions Bancorporation, N.A. Member FDIC.