People figure out things fast. They used their favorite search engine to find a product or service. The link took them to a specific website. They checked out what they were searching for, but ultimately, they didn’t make a purchase or sign up for the free offer.
Then, suddenly, ads for that particular product from the website they visited start showing up on other websites they visit. They know you’re aware of their interest. Retargeting helps compensate for the fact that almost 98% of website visitors leave a site without completing a desired action.
With website remarketing, you can display ads to people you hope to convert into customers by keeping your brand top of mind as they visit other websites.
The Facebook Pixel
To remarket a visitor, advertising networks must identify which prospects have expressed an interest in your product or service by visiting your website. Thanks to what Facebook calls their “Facebook Pixel” a large number of advertisers are now much more familiar with this remarketing process.
A retargeting tag—in this case, a Facebook Pixel—is placed on certain pages of your website. When a visitor visits a page with this retargeting pixel, a cookie is placed in their browser’s cache. Advertising networks can now recognize this visitor when they visit other websites using the network for ad delivery.
Let’s follow this through. You place a Facebook ad to draw attention to your PHCE residential service business. It’s highly targeted, reaching only Facebook users who are in your business footprint for service.
The special offer in your Facebook ad takes these potential new customers to a specific landing page on your website. When they visit the landing page, the Facebook Pixel identifies them and inserts a cookie. From that point on, you’re able to place advertising campaigns with networks that have working relationships with Facebook. It works on both their desktop and their mobile devices.
You know they’re interested. Now you have a way to remind them of that interest when they visit other websites online.
Help from Google
Repetition matters. The title of this article referred to the “short-term memory barrier,” and here’s where we’ll explain this. Researchers tell us that it takes a minimum of three exposures before our brains will start the process of transferring something from short-term memory to long-term memory. Google understands this and helps with their remarketing solution.
You tag website pages you want to target. Visitors who land on those pages—and in a perfect scenario, it’s a landing page linked to a specific offer—are identified and will see your ads when they visit websites that feature advertising from the Google Display network.
Five top benefits
You know they’re interested. They’ve come to your website or landing page. Remarketing allows you to keep that interest top of mind and get to that short-term memory tipping point. Remarketing campaigns offer these five benefits:
1. You’ve got complete control over your budget. Google offers powerful reporting tools to help you make appropriate spending decisions. The platform also helps you determine which sites in the Display Network are performing best for you.
2. You can make remarketing even more targeted and effective by selecting interests or demographics.
3. You’ll see higher conversion rates because of increased brand exposure. It really is a numbers game. Remarketing lets you automatically say, “Hey, remember me?”
4. Targeted exposure to the most receptive people is what remarketing is all about. You can use this solution to follow people who you know are interested.
5. Lead generation starts with brand exposure. It’s getting in front of people who likely would want a relationship with you if they were aware of you. What makes lead generation effective is the continued exposure to your brand you can make after the initial contact.
Remarketing or retargeting ad campaigns are powerful ways to grow your PHCE business by increasing your customer base. But, like most powerful tools, it’s complex. Facebook and Google have done an excellent job of making the basic, foundational parts of remarketing easy to set up. For example, if you’ve got access to your website, Facebook and Google can walk you step-by-step through the process of inserting the code into your webpages and landing pages to make it possible to remarket to visitors.
Unfortunately, you can’t just set it up and let the remarketing process run on auto-pilot. You’ll need to give remarketing regular attention. It works best when you refine your campaigns based on the results you get. For this reason, many companies—even very small businesses—turn to professionals to ensure they’re getting the best return on their investment. Professionals like us.