Let’s carry on discussing Retargeting, after talking about how it works and the different types, we will now centre on its goals and how we can increase its effectiveness through all the phases of your direct channel sales funnel.
It has been proven that 72% of online buyers abandon their shopping cart, and only 8% come back to complete the sale. On the other hand, users that have visited a hotel’s website and later see adverts from the same hotel, are three times more likely to click on the banners than those who have not visited the hotel’s website previously. Retargeting makes our campaign more effective: 26% of users will return to a hotel’s website because of such advertising. Therefore, more and more advertisers are using this technique, and more growth is predicted in the months to come.
El Retargeting allows you to:
- Increase a campaign’s effectiveness and convert users into loyal clients.
- Find new clients
- Create brand awareness
- Attract clients from the competition
Without a doubt, retargeting is more effective than standard publicity as it:
- Doubles the campaign’s click-through rate results.
- Increases the conversion rate, reaching up to 20%, when for a normal campaign it is around 2%.
Despite all this, 46% of SEM experts feel that Retargeting is the most underused online strategy.
Generally, retargeting is considered to be invasive, meaning that users can get annoyed, even feel spied on, when they see banners after visiting our website. More than 53% of users are worried, or very worried, when they see behaviour based advertising. Because of this retargeting can be negative: ideally these campaigns should be shown between 7 and 12 times over a 30-day period.
Remarketing or Retargeting does more than help us recover visitors; it also improves the effectiveness of all the phases of the sales funnel, using specific adverts for each part of the conversion funnel:
- Notoriety: adverts with just the name and logo
- Interest: adverts with the specific product they liked.
- Assessment: adverts that respond to common, persistent questions.
- Decision: Adverts that show unique promotions or discounts.
- Sales: adverts that show products similar to those they have already purchased.
– Adverts focusing on retention.
– Adverts for other services.
– Adverts asking them to share on social networks.
– And much more…
To increase campaign results, we need to:
- Segment visitors according to the interest shown in different products.
- Adapt the advert to each group: we can show more about the same family of products, a different product, or nothing to those who haven’t’ made a purchase.
- Customise product adverts at different times. So, for example, if someone is searching for a flight we can use Retargeting for accommodation straight away, but if the search is for a luxury item it may be best to do so later.
- Be creative when designing standard banners (they must contain a specific message for our audience, taking into account that they have already visited our website).
- Include a clear call to action (buy now, register now, etc.).
- Propose an offer that encourages them to click to convert on the website.
- Avoid messiness, have a clear, ordered design focusing on conversion.
- Limit how many times a user is shown the advert to avoid a sense of intrusion.
As you can see, Retargeting has great potential and we will talk more about its capabilities very soon.