Merchants and businesses who use the Internet to bring in new and repeat customers, and to convert visitors into buyers, are most successful when they use several different kinds of digital traffic sources.
I’ll point out that some companies focus more on generating traffic via Google and Facebook ads while others use multiple combinations of advertising methods to boost conversion rates.
Retargeting is just one of the ways that sellers can make a “second attempt” to potential customers who have already visited their site.
What advertising platforms are your competitors using? Start there.
Companies need to think about the advertising methods their competitors are using. This is a smart starting point and can help with the initial choice of what channels and approaches to use out of the gate. If your competitors in the furniture business, for example, are getting massive traffic and conversions with Facebook ads and retargeting, then you could simply copy that strategy and scoop up some of the market share your competitors are currently getting.
Later on, you can always change tactics, but as a first step, playing “copy cat” is not a bad idea.
Google AdWords: Paid Search
Google AdWords are effective for sellers who want to win brand awareness and site traffic. Simply put, you must bid on keywords applicable to your product/service/location, buy ads based on those keywords, and Google will place your text ads above relevant searches.
Users will then see your ad when they search for terms that are related to your business and that you have paid for. Paid search ads are great for bringing highly targeted visitors to your site.
Facebook Ads: Target Interest & Location
Facebook ads are a way to zero in on your potential customers by various demographics like interests, age, city, gender, alma mater, job titles, etc. This is a smart way for sellers to show their ads to groups of people that are likely to be interested in a particular product or service.
An Introduction to Re-targeting
Retargeting, sometimes called “re-marketing” is an old advertising technique that has found new popularity in the Internet age. In the pre-computer age, re-marketing simply referred to making a second attempt to sell to a customer who didn’t buy the first time around.
Nowadays, that concept is incredibly powerful because computer code allows site owners (sellers) to follow the browsing habits of site visitors who did not purchase anything the first time they saw your site.
Later on, when those same one-time visitors are surfing the web, they’ll see your ad. This “second attempt” is often a much more effective approach because the customer in question already knows about your product, service or company. You’re no longer “pitching” to an unknown person but to someone who has had at least some interaction with your website.
Retargeting is one of the most efficient ways to get conversions from potential customers. But it is not good at generating initial traffic or visitors. For that, you’ll need to use one of the other approaches listed above.
The point: retargeting can’t be used as a stand-alone technique, but as a part of more comprehensive advertising campaigns. This means sellers need at least two things: a way to generate initial traffic and a retargeting method. Combined, these two tactics can mean strong sales and loyal customers.