Retargeting as it is know is becoming increasingly popular and it’s easy to see why. All that traffic you drive to your website from print advertising, flyers and networking not to mention SEO can now be more than a simple visit statistic.
Most of us have got to grips with the idea that website analytics can tell us about where our website visitors come from but retargeting helps us to connect with those people again after they have visited our site.
It’s unlikely that people will buy from you the first time they see you online. By keeping track of the person who have seen us once and then starting to build our visibility we maximise the return on our initial advert / promotional investment.
Retargeting is an effective and low cost way of re-engaging people who for whatever reason didn’t complete the call to action on your website first time round.
In a recent campaign we ran we achieved a 20% click through rate that’s 20% of people who saw the advert clicked on it. The cost was a meagre 9 pence per click.
The best thing is there is no cost to set this up.
We regularly get views on content for less than a penny and keep pushing the boundaries on conversions too.
Facebook offers you the option to set up a custom audience from your website visitors, it generates a bit of code for your website that you then add in to the page you want to track and you are done. Facebook then tracks website visitors and if they have a facebook account adds them to your custom audience for you to use in future adverts. The whole process can take less than 15 minutes to complete.
This approach to advertising is low cost and low risk and applicable to many different business to consumer environments. I’ve also seen this used incredibly effectively in some business to business environments too.