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Use retargeting to reconnect with leads and lost customers

What is Retargeting?

Have you ever wondered how to encourage non-converters to come back to your site and complete an action? There are ways you can display PPC ads to previous site visitors to persuade them to return and convert. This is called retargeting – or often remarketing. Technically, remarketing refers to using email marketing as opposed to PPC display ads – but the two terms are often used interchangeably. 

Retargeting is a form of digital advertising which ensures you squeeze as much value from every visit on your website as possible. It allows you to reconnect with the people who leave your site without completing the desired action.

So, what differentiates standard search advertising and retargeting? The key aspect is that you can target users based on their interaction with your brand or website. This is much more powerful than simply targeting through the relevance of a keyword searched. When we use a combination of these digital marketing methods – this is when we start to see some more impressive results.

At Summon, we use retargeting across Search, Display and Facebook to ensure that your site visitors are not lost to competitors.

The benefits of Retargeting

Retargeting is a strategic element of your online advertising campaign as it helps you raise crucial brand awareness and drive sales activities. Some of the key benefits are:

Increased Conversion Rate and ROI

With retargeting you can reach people who have already interacted with your business. This means that they are more likely to complete valuable actions on your website. Because of this, when targeting this audience, you have a much greater chance of turning them into customers, clients, donors or volunteers.

Extensive Reach

GDN Display Retargeting is delivered through Google AdSense. This means you can access a huge inventory of websites and mobile apps. Also, Facebook Web Custom Audiences allows you to appear on the Facebook app and website. As a result, you have lots of opportunities to maintain your brand visibility to your past visitors as they browse other websites and apps.

Gain Brand Exposure

It is difficult to build a brand solely through organic search listings or small text ads as they have a limited amount of character space and do not allow you to use logos and other visual elements. However, retargeting ads enable you to display all those elements that are essential for brand building. Also, with retargeting, you’re able to present your brand to users while they are browsing other parts of the web. Doing this helps you raise more awareness through being more visible to your target audience.

Advertising Focused Lists

Another benefit of retargeting is that it enables you to create retargeting lists for specific behaviours identified on site. Your visitors exhibit different preferences, so some are interested in particular products or ranges of products. Some have put products in their basket and not completed the purchase. Some visitors spend a longer time on individual pages than others. By creating focused retargeting lists, we can deliver tailored messages to these consumers, increasing ad relevancy and increasing the chances of them converting.

Relevant Ads

With retargeting you can personalise ads to suit the needs and preferences of specific customers by segmenting your lists based on behaviours.

For example; say you are a tour operator selling sun and ski holidays, there would be no point in showing action on the slopes to someone who has just been researching a relaxing beach holiday, so we use these lists to deliver the right ads to the right people.

We can set up dynamic ads which adapt content for each visitor based on the product pages they had viewed on your site.

‘Free’ Impressions

Retargeting across GDN and display often comes at a lower click cost. In fact, users click on display ads at a much lower rate, while the impressions have a much higher impact. So, you get lots of exposure for your brand, often delivering millions of impressions with a relatively low click cost.

Tailored Ad Positions

Retargeting lists for search ads allows us to apply different bids for past visitors. If a previous site visitor is searching again on Google, why not increase the bid to get a higher ad position? As they have previously visited the chances are they are more valuable to you than those not on that list, so a higher bid will help you gain a more prominent ad position increasing your chances of getting those valuable users back to your site making your PPC campaigns more efficient.

Our Retargeting services

There are options across multiple platforms which help you ensure that wherever a customer goes after a site visit, you can reach them with engaging ads which will encourage them to complete the desired action on your site.

GDN and Programmatic Retargeting

Programmatic retargeting is the process of targeting previous site visitors with display ads as they browse the web. These ads can appear across the display networks. GDN or Google Display Network refers to Retargeting or Remarketing through Google Ads and AdSense.

Facebook Web Custom Audiences

When using Facebook Web Custom Audiences, we will be advertising to previous visitors through Facebook. This provides you with the opportunity to place messages in a potential customers’ Facebook newsfeeds. The messaging and ad placement will depend on your goals and how these users have previously engaged with your brand.

Remarketing Lists for Search Ads

Customising search ads for past visitors when they search on Google or Google’s Search partner sites. As a result, you can show ads in more prominent positions to those on your lists through bid modifiers.

Video retargeting

Retargeting doesn’t have to be limited to your website. Video retargeting refers to the process of showing PPC retargeting ads to relevant users who have already interacted with your YouTube channel.

Mobile Apps Retargeting

This is the process of showing your PPC ad to people who once used your mobile app or mobile website. The ads can appear whilst these users are browsing on a competitor’s mobile site or mobile app.

Customer Match Remarketing

The concept is simple: Your customers gave you their email address which you can then upload on Google Ads. This will provide you with the opportunity to serve ads to them when signed into Gmail, Google search, or YouTube. As an experienced digital marketing agency, we are aware that retargeting can sometimes be intrusive or overdone. For this reason, we set frequency caps as no one wants to feel like they are being followed around the internet by your brand!

Our process

You now know a bit more about remarketing, but you must be wondering how Summon Digital can help you with your retargeting strategy? This is how:

At Summon we tailor our approach to your specific aims. To do that we invest time getting to know your brand and your goals, so we can use this information to inform excellent digital execution.

We understand the value of clear communication and fully transparent reporting. We provide this information to help you see the performance you are driving through your retargeting activity.

Why choose us?

We have been helping brands with their retargeting campaigns since Google added it as a feature, which has allowed us to gain substantial experience and expertise.

As a result, we are sure that our London based team of experts can achieve results by integrating remarketing into your overall digital marketing strategy.

Reasons customers come to Summon for retargeting

  • Granularity of targeting
  • Multi-Platform Approach
  • Assistance with Creative

Contact us to see how we can help you or call 0203 918 6091

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