Retargeting can be an incredibly powerful marketing tactic. It is not only great for building brand awareness, but it also helps recapture leads who may not have taken the final step to become your customer when visiting your website. And, when paired with search advertising, retargeting can help you get even more return on your investment.
What is Site Retargeting?
Site retargeting is a display advertising tactic that engages interested prospects who visited your website but may not have converted into a sale. By showing them your ad across the web and on mobile devices, it encourages them to return.
How Does Site Retargeting Lift Search Advertising Results?
If you’re running a search advertising campaign, retargeting is the perfect addition to boost your efforts. For example, a prospect searches for a product or service you offer, and clicks to visit your website but leaves without contacting you. Running a retargeting campaign will allow them to continue seeing your ads across the web on different sites and apps. This helps keep you top-of-mind, boosts brand awareness, and works to win back site visitors who didn’t convert the first time.
Consider these advertising and retargeting stats:
- When consumers conducted a search related to a targeted display ad they had seen, businesses saw a 59% increase in conversions.
- Business name searches increased 1,046% after businesses in a comScore study used site retargeting for four weeks.
- Site visitors who are retargeted with display ads are 70% more likely to return and convert on your website than visitors who aren’t retargeted.
Can Retargeting Help You Reach New Audiences, Too?
For some businesses, even running a search advertising campaign may not deliver the website traffic you want, making site retargeting less effective when used alone. With expanded audience targeting, businesses can enhance their retargeting campaigns with additional targeting techniques to reach new, interested audiences online.
Search Retargeting: This tactic retargets users who have performed a search for keywords related to your business but didn’t necessarily click on your search ad or visit your website. This enables you to reach more people who already have intent to research or purchase your types of products or services.
Lookalike Audiences: This technique uses data to target new users who have similar characteristics and online behaviors to your website visitors. This expands your audience to more people who are likely to be interested in your business.
When paired with search advertising, retargeting really works to boost your efforts through increased brand awareness and a higher likelihood that users will think of your business when they are ready to buy.