How To Use Retargeting For Business (Part 1 of 2)
Retargeting Uses and Applications
The first application of retargeting is to appeal to visitors who didn’t convert into a lead after visiting your Website. For example, if someone visits your Website, but does not opt in for your eBook, you can show them the same offer or even test a different offer, such as a Webinar through retargeting.
The second application of retargeting is re-engaging Website visitors that abandoned your shopping cart. For example, if someone ads an SEO online training program to their cart, then leaves the cart prior to making the purchase, you can show them the same product through retargeting.
The third application is to up-sell or cross-sell existing customers. For example, if someone purchases the SEO online training program, you can then promote a live event or membership site that provides the latest updates on SEO through retargeting.
The fourth application is to reach customers after completing a purchase. One of the things that you want to test is the optimal time to reach out to customers. You want to test if it’s best to retarget them 10, 20, or 30 days after making the purchase. You want to get an idea of the best time to upsell them after they have purchased from you. Different products have optimal times. You want to find yours.
Many people believe that Google is the only company that provides retargeting services. This is not the case. As a matter of fact, there are several companies that provide retargeting services including Retargeter, AdRoll, and Fetchback.
While Google Adwords is effective for retargeting, it’s important to keep in mind that Retargeter, AdRoll, and Fetchback have a larger inventory of Websites. Google Adwords only shows in the Google Display Network, while Retargeter, AdRoll, and Fetchback plug in to the Google Display Network, as well as MSN, Yahoo, and others.
It’s also important to keep in mind that the size of the network is only one variable to consider. You also want to consider the CPM rates of each network, as well as determine your cost per lead and sale before investing a large portion of your budget into one of the networks.
In part two of this post, we’re going to discuss how to analyze how your retargeting campaign is performing and what you can do to improve the. If you have any questions, please leave a comment below. We’d be happy to help.