This post was written by KEO Marketing founder Sheila Kloefkorn. Sheila is a marketing expert with more than 25 years of experience. She has helped hundreds of enterprises increase revenues by hundreds of millions of dollars. She leads a talented team of marketers in creating and executing award winning marketing campaigns across the US and more than 100 countries around the world. KEO Marketing is an Arizona Technology Council Platinum Sponsor.
You may not realize it, but at one time or another, most of us have been on the receiving end of ad retargeting.
For example, let’s say you did even just a tiny bit of research on accounting software for your company and, suddenly, ads for one provider – and maybe even for competing vendors – seem to follow you everywhere you go online. Even on websites that are entirely unrelated, there’s that same accounting software ad again, from the same company.
This scenario, if you didn’t already know, is ad retargeting in its full glory.
Sometimes referred to as remarketing, ad retargeting is a form of online advertising. It’s highly effective because it focuses a company’s advertising spend on consumers who are already familiar with their brand and have recently demonstrated interest. This is why most marketers who take advantage of this strategy tend to see a higher ROI than from most other digital channels.
How Does It Work?
The process involves the vendor placing a small piece of code on their website; then when a prospect visits the original product page, he or she ends up downloading a cookie into their browser. That cookie tells the retargeting ad provider to release that same ad to the prospect again and again.
Is Ad Retargeting Right for Me?
There are numerous reasons why today’s marketers should consider a retargeting strategy. Here are four key ones to get you started:
- Lower-cost advertising. Retargeting’s cost-per-click is substantially lower than other types of digital advertising today, especially because it requires a particular kind of precise targeting.
- Higher ROI. With ad retargeting, you have the utmost control over who sees your ads. For instance, you can set a rule to show your ad only to hose people who visit one specific area or page on your website.
- Faster campaign optimization. This advertising method is very agile, and also happens quickly, allowing you to get in front of many more consumers, much faster. As a result, you are given more data to analyze and make decisions from for the future.
- Highly personal, highly relevant segmentation. Think about it: when you follow up your prospect’s behavior with ads, you are connecting with their demonstrated personal interests.
Some Final Thoughts
It’s important to understand that ad retargeting can require a great deal of care and attention, and is often most effective after it is up and running for awhile.
Why? First, with ad retargeting, your audience increasingly grows larger, which obviously works to a company’s advantage. Second, retargeting industry specialists agree that three or four months of seeing about a dozen ad impressions is much more effective than just one month.
Finally, you don’t have to worry about competition like with many other channels. With ad retargeting, you control every piece of this channel, and there are endless options as how to utilize it.
At the end of the day, ad retargeting can be incredibly effective for marketers who invest the time to carefully manage and optimize spend effectively. The results you see will ultimately make it worth the time.
Learn how you can harness ad retargeting, inbound marketing and more. For a complimentary Marketing Audit, Arizona Technology Council members should contact us at KEOMarketing.com or email@example.com.