Did you know that, on average, 98% of all website visitors do not convert (read: make a purchase, fill out a contact form, etc.)? Are you already taking action to convince these 98% of visitors to do so? No? Then read below what you need to know about retargeting.
Fortunately, there are various ways to reach this group of lost visitors. I will explain one of these to you through this blog.
What is retargeting?
You’ve probably seen them before: advertisements. You’ve visited a website and then come across an advertisement elsewhere on the internet for the website or webshop you just visited. This is also known as retargeting. With retargeting, you, as a website administrator, have the opportunity to bring a lost visitor (someone who visited your website but clicked away) back to your website or webshop by means of an advertisement.
How does retargeting work?
Retargeting may seem complicated to set up at first, but in reality, it takes just a few tens of minutes. The only thing that will take more time is creating the right ads for your website. A retargeting ad works using a cookie that can recognize your previous visitors. This allows the cookie to show very specific and relevant ads to your website visitors.
How much does retargeting cost?
Often when we speak to clients, they think that advertisements (and especially retargeting ads) are expensive, but fortunately, we can prove the opposite. A retargeting ad doesn't have to be expensive at all. The great advantage of advertisements is that you always decide for yourself how much you want to spend. For example, do you have a maximum budget of €50 per month for advertisements? We can set this up for you so that you never pay more than you want to spend in advance. As far as we are concerned, this is ideal.
The possibilities of retargeting?
With retargeting, you show relevant advertisements to visitors who have visited your website. These advertisements link back to your website, causing the visitor to return. The art of marketing also often lies in the repeat, something that naturally fits perfectly within retargeting.
Below you see an example of a retargeting advertisement ontheentrepreneur.nl for a visitor who on http://www.campingheidepark.nl/ has been.
Various campaigns
Now that the basics of retargeting have been described, we will delve a little deeper into all the possibilities. For instance, you can create a separate retargeting advertisement for each page within your website. Do you want to convince a visitor who dropped off at a contact page to get in touch? Then you create a special campaign for this. Would you like to convince a visitor to buy a specific product again? Then you create a special campaign for that. In that regard, anything is possible with retargeting.
Dynamic retargeting?
Do you have a webshop? Then is dynamic retargeting Certainly an option to consider. With this marketing method, the cookie loads the product into the banner that the visitor viewed on your webshop. For example: you sell bicycles, and a visitor looks at a luxury men's bike. Then, with a dynamic retargeting campaign, you can bring this product to their attention again after the visitor has left your webshop.
The product, the luxury men's bicycle, is shown to the lost visitor again via a product feed (read: a technical link between your products and the advertisement). You have probably experienced this before. You looked at a webshop, and less than ten minutes later, you see the product you just viewed on another website in an advertisement. This is dynamic retargeting.
In this blog, I have tried to explain the basic theories of retargeting. You now know what it is, what it costs, and what you can do with it. As far as I am concerned, this is the foundation for a successful retargeting campaign. Good luck re-engaging the 98% of lost visitors!