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Retargeting

Are new visitors not becoming new customers?

Retargeting is an incredible way to re-engage with visitors to you site. Because let’s face it, bringing traffic to a site can be costly. It takes time and resources to build streams of paid, earned and owned visitors. So, when the traffic arrives at the doorstep but doesn’t take the desired action, it can be frustrating. That’s where retargeting can save the day.

With retargeting, advertisers can present new ads, messaging and offers to those visitors who did not initially convert. This is an enormous opportunity that has shown to pay impressive dividends for those advertisers who engage. So while retargeting is simple in its concept it can be quite complicated in its execution. The Point Partners help demystify the process and take advantage of this incredible opportunity.

How does Retargeting work?

Using Google Adwords — Google refers to retargeting as “Remarketing” and offers a number of retargeting services including Remarketing Lists for Search Ads, Remarketing for the Display Network, Dynamic Remarketing, and Remarketing for Mobile App — or 3rd party platforms such as AdRoll; The Point Partners place code on your website to track visitors. These visitors are only known by the pages they have visited or actions they have taken. They are placed in larger “buckets” which are then cobbled together to target. Here are just a few examples of the type of audiences advertisers can retarget with new ads:

  • Abandoned shopping carts
  • Specific page(s) visited
  • Time on site
  • Converted customers

Retargeting 3.0

Recent advances and releases by Google AdWords has given rise to what is popularly known as “Retargeting 3.0.” This improvement now allows advertisers to engage with previous visitors on the Google’s Search Network and Google’s Partner Search Network. Previously, Google Remarketing was only available on the Google Display Network (GDN). Now advertisers can more aggressively target “previous” visitors — with higher bids or even different keywords — than they are targeting “new” visitors.

Have retargeting questions?

Whether you’re just getting started with retargeting or need to pump new life into your current efforts, contact The Point Partners today!

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