07 Aug Clicks that stick: Re-targeting users that leave your website
Ninety-eight percent of Internet shoppers leave ecommerce sites without buying, which is why Internet-savvy marketers are starting to use re-targeting technology to pursue customers who have left their website, and to recapture lost sales.
Retargeting works by placing a “tracking pixel” from an ad network on specific product pages of your website. When site visitors leave the website after visiting these pages, they’ll see ads describing your products and services on sites and search engines within a given retargeting ad network.
Luring them back
BlueLithium’s network retargets based on the individually tagged pages that correlate with that search term. Once a user reaches the tagged page, AdPath identifies them as a person who came via search.
Advertising.com’s network groups visitors by keywords and allows advertisers to track a variety of behaviors, including clicks, registrations, and sales.
The network offered by Revenue Science offers a second chance to convert interested leads by placing tags on the top search landing pages and matching creative to the re-targeting banners for those pages.
Re-targeting makes traditional keyword marketing more effective. According to Forrester Research’s survey of marketers using behavioral targeting, the top three benefits include: generating more click-throughs, increasing conversions, and improving ROI.
Re-targeting also improves a company’s share of voice (SOV) by pumping up the number of times someone sees a company’s brand while actively shopping. This can be important. When individuals shop online, it’s not uncommon for them to visit several competing websites in a short amount of time to compare services, products, and costs. During these intense periods of research, it’s not uncommon for website visitors to forget some of the websites they visited. Re-targeting keeps a website top of mind.
According to Dakota Sullivan, CMP for BlueLithium, marketers who retarget see a 34 percent increase in brand awareness and an 18 percent increase in intent to purchase.
• Focus your follow-up. Don’t use a general ad in a re-targeting campaign. Use different tracking pixels for each product or service. Take the opportunity to provide relevant, focused ads to each prospect.
• Better offers. To recapture lost sales, provide a second chance to reach prospects. Provide a new, better offer than they’ve already seen on your website.
• Multiple offers. During a re-targeting campaign, you’re not required to have one offer that attracts every prospect. Try a variety of alternative offers that appeal to different types of customers. One offer might include a discount. Another offer might include free shipping.
• Multiple formats. By necessity, retargeting occurs on a variety of websites that are beyond your control. Many limit the types and sizes of ads they serve. Be prepared. Provide ads in a wide range of sizes and formats.
• Up-sell oppportunities. Re-targeting can be used up sell to existing customers. Re-targeting can be used to market product-related accessories and complimentary services to your existing customers.
Recent articles by Troy Janisch
• Troy Janisch: See how they run: Radio ads and Google
• Troy Janisch: Making the transition from Web 2.0 to Web 2.007
• Troy Janisch: Viewing the Internet as a free-for-all can be costly
• Troy Janisch: It takes more than money to reach the top
• Troy Janisch: Getting the most from Google dayparts
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