Sought and Found - Part 3: Retargeting Ads
When considering online advertising strategy, just like other forms of advertising, it helps when your customers know what they’re looking for. Further, imagine the consumers already knew about your company and the products or services you offer, specifically. There are online tools you can use to make sure that potential customers know who you are, and in some cases, are constantly reminded through retargeting ads.
Retargeting describes the online display ads that are shown to visitors who came to your website, but navigated away without acting.
Retargeting ads are effective because they show your ads to consumers who have already expressed interest in your product or service by visiting your website. These ads appear while your potential customer browses the web. For example: if someone searches for lawn mowers and clicks on the Canadian Tire website, and Canadian tire has retargeting setup, then each time that person browses the web, they well see small ads at the top or side of their page for lawn mowers from Canadian Tire encouraging them to make a purchase.
Basically, retargeting ads repeatedly show consumers advertisements for items they’ve searched for in the past. This tactic ensures your product or service is always top of mind for your potential customer when they are browsing the internet.
Retargeting provides you incredible opportunities to target the exact customers you want by giving you another chance to display your brand and message to users who have already shown interest. Best practice is to direct retargeting ads to a page on your website that includes a call-to-action or a point of purchase - this way, your customer isn’t intimidated by clutter, or impatiently trying to find what they need.
Retargeting is an excellent way to compliment your SEO and other marketing strategies by improving your online presence.