Retargeting Archives - Page 2 of 2

3 Ways to Increase Your Revenue By Marketing Across All Purchase Paths

Posted on February 16, 2012 by Andrew

Every customer you have ever landed came through a purchase path. Some of the paths are clear-cut, such as getting customers from your website, TV ad, driving by your store, or the customer’s smartphone. Others aren’t as clear. For example, someone might see your TV ad, go search for you online, then come to your store. Some might see your ad on Facebook, go to your website and fill out a form for more information, and wait to be contacted by a salesperson.

The point is, you might have an idea of how purchase paths are laid out, but the truth is they are usually more convoluted than they seem at first.

Because of this convolution, you have to be prepared to remarket your products or services to your customers in many different ways. It’s not enough to do some local TV ads and have a website, you need to be actively targeting and communicating with your customers in order to get them to convert.

There are several ways you can make sure that you are targeting your customers in the right way. The first of which is search engine marketing (SEM). SEM is important because it places your ads at the top of the search results for the keywords you’ve selected, giving you the ability to reach more customers.

Another reason this is important is because your customers may not remember exactly what your business is called, but they just know what type of product you provide. For example, if they heard your radio ad, or saw your business and couldn’t remember what the name was, but could only remember that you sold heaters and air conditioning, they could type “heating and air conditioning Seattle” (or whatever their city was) and your ad would pop up at the top.

A second way you can help promote across purchase paths is through retargeting. Retargeting places a cookie in the user’s web browser when they visit your site, this causes your display ads to be displayed to them after they leave. This brings increased mindshare and brand awareness during the customer’s shopping cycle, which will result in more revenue.

A third way to promote your business across purchase paths is by using your social networks. Chances are, you have a Facebook page, and studies have shown that users who buy something from a business after going through its social channels spend more money per transaction. Leverage your social networks to get users to make purchases. Offer discounts to Facebook fans, or plan a giveaway on your fan page.

If you want to be able to promote your business in today’s changing digital landscape, check out our website for more information on what we do. We are a full-service Seattle ad agency specializing in the digital realm.

We can help you get more from the Internet.

Retargeting: The Ultimate Lift For Website Traffic

Posted on January 18, 2012 by Andrew

We’ve talked about retargeting before, but for those of you who don’t know what it is, how it works, or how it fits in to your digital marketing strategy, here’s the short version: A user visits your website, a tracking cookie gets placed in their browser, your ads appear to them over the next month as they browse the web, and they are more likely to return to your website and take action.

Retargeting is great in that it follows up with your website customers automatically. 98 percent of your web traffic leaves without doing anything, but with retargeting, you get a much higher return rate. In a study from comScore, sites with retargeting got a 726 percent lift in site visitation after four weeks of ad exposure.

Retargeting also reflects positively on your branded search. Branded search is when someone searches for your business, such as “Moe’s Pizza,” instead of searching a broad category like “Pizza Seattle.” Branded searches are important because it means more and more people know about your business. In the same study, comScore noted that after four weeks of ad exposure, branded search increased 1,046 percent.

This means that even if the retargeting ads themselves don’t have a high click-through rate, searchers are still looking for those businesses more often than ones they aren’t retargeted for.

After conducting its study, comScore concluded: “In building the model of branding effectiveness, one strategy clearly outperformed the rest – retargeting. This strategy works well in every scenario and should be considered for both direct response and longer term branding objectives.”

For more information on retargeting, contact us today for a free consultation, or ask a question in the comments.

Search, Display and Retargeting: The Trifecta of Online Advertising

Posted on September 1, 2011 by Andrew

That title is misleading. To have a great online presence you need more than just search, display ads and retargeting, but these points are a good starting place for any local business who wants to convert more online shoppers and increase its revenue.

Each of these parts can be used on their own, but function stronger when used together. Just look at the title, we called it a trifecta, and everyone knows that a triangle is the strongest shape. If you didn’t, well you just got a geometry lesson as well as a digital advertising lesson. You’re welcome.

Lift in Online Sales Per Online Strategy

If you want to visualize how these three aspects work better together, take a look at the chart below. As you can see, using search and display ads together gives much higher returns than using them separately.
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Search
The first part of the equation is search. As we covered in a previous post, search is huge, and should not be taken for granted. Search has become the gateway to the Internet, so you need to start using search advertising to appear at the top of search rankings. It’s called SEM, and it looks like this:

Those big red circles are where your ads show up. That means that when someone searches for products or services that your business delivers, your ads appears, increasing hits to your website.

The only problem with search is that only 4% of time on the Internet is spent in search engines, and 96% is spent doing everything else. You might think search isn’t worth it, but everything on the Internet stems from search, so it should remain an important piece of your online strategy. Search gets your foot in the door, but the next two parts help you walk through it and sell your products.
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Display Ads
The second aspect is display advertising. Display ads show up on websites around the world, and their main goal is to boost traffic to the owner’s website. The first display ad was in 1994, and looked like this:

Since 1994, display advertising has grown tremendously. In Q2 2011, more than 1.1 trillion display ads were served across the world, and this number is only going to increase as more and more people come online. The only problem with display advertising is that, a lot of the time, it gets ignored. Internet users train themselves to overlook the ads, thinking they’re irrelevant. That’s where the third part comes in.

Retargeting
Retargeting is the last piece of the puzzle, and the part that ties it all together. If you weren’t aware, 97% of your website visitors leave and never come back. Retargeting is display advertising that essentially follows up with the customer after they visit your website. It works like this: the consumer visits your website; they pick up a special line of code that places a cookie in their browser; your ads get delivered to the consumer as they are surfing the web, reminding them of your website. ComScore created a handy cartoon to show how it works from the consumer’s end:

Retargeting is unique because it displays ads to consumers who have already shown interest in your products, making them easier to convert. It’s a win-win situation because the user gets ads that are relevant to their desires, and you get more sales in return.

Let us Help you!

As you can see, our trifecta of online advertising will help you see a greater return on your online ad spend. Check out our website and our past products and see how we can help you. Fill out a form on our site or call us to learn more.