Social Media Advertising
Article | July 14, 2022
What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online.
Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement.
But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way.
They could be lost forever. Or — you could use retargeting to get them back to your site.
That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI.
Let’s get started.
Only 2% of web users convert on their first visit to a website.
Retargeted web visitors convert at a 70% higher rate.
Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting.
Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content.
What is retargeting?
So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later.
It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet.
Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you.
Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement.
Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it.
Why Retargeting Needs to Be Part of Your Strategy
Consumers actually like retargeted ads
The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy.
At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate.
In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher.
Here’s what the numbers tell us:
Retargeted ads earn a click-through rate 10x higher than regular display ads
Retargeted website visitors are 70% more likely to convert
3 out of 4 consumers notice retargeted ads when they see them
It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates.
Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase.
Where to Retarget
Google and YouTube
Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network.
Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you?
Facebook and Instagram
Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram.
Learn more about the Facebook Pixel here.
TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas.
For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience.
You can get started at TikTok for Business.
For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform.
3 Retargeting Best Practices
The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one).
The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.”
A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase.
Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price.
Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent.
Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience.
Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI?
Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal.
Content that can be effectively marketed through retargeting ads include:
Webinars and video demos
Ebooks and whitepapers
Advertiser Campaign Management
Article | August 12, 2022
The coronavirus epidemic has so ravaged travel, live entertainment and physical retail that companies across those industries have frozen their marketing, causing ad prices to plunge. Meanwhile, online beauty brand Insert Name Here is generating so much business that it’s snapping up ad space at a discount. Based in Los Angeles, Insert Name Here sells hair extensions and wigs, which are in high demand now that women are unable to visit their hairstylists. To reach all those consumers who are stuck at home, Insert Name Here is working with social media influencers to create do-it-yourself styling videos for Instagram as well as Facebook, Tik Tok, Snapchat and YouTube.
Article | September 1, 2023
Just like adtech (advertising tech) revolutionized digital marketing, artificial intelligence (AI) is now revolutionizing ad tech. Many digital marketers believe that AI is the next big thing when it comes to digital marketing. This is easy to believe since AI has made automating tasks for proper targeting and positioning of ads, extremely easy and highly effective.
AI is very effective at making ads both lucrative for advertisers and relevant to consumers. Many experts predict that AI will continue to grow significantly throughout the remainder of the decade. AI is being utilized to target ultra-specific niches in order to get the right ads in front of the largest number of highly targeted people.
I has fully proven to be highly valuable in maximizing ad spend. With AI, advertisers are able to establish better quality leads than ever before. Adtech will continue evolving as AI technology continues to improve. This will create an ever-increasing number of adtech software development opportunities advertisers can take advantage of. We’ll take a deeper look at how artificial intelligence is changing adtech.
1. Consumer-focused advertising
Each consumer is relatively different when it comes to their online behavior. This means that the ads for each consumer should be unique too. However, before AI, it wasn’t possible to make content that’s customer-centric for each individual consumer. AI has made it possible for advertisers to create consumer-driven content, which makes ads perform better now, more than they ever have before. There’s an increase in consumer data and that makes it easy for AI to predict the ads that will perform best with different types of consumers.
2. Advanced audience targeting
Adtech has become more relevant with AI. The reason why ads are performing substantially better now than they were before, is because they’ve become more personalized. People get to see the ads that they are actually interested in. Several years ago, it was so hard to find the perfect audience to show an ad to. It was almost impossible. Now, the right audience is selected and targeted with AI-managed ad campaigns through the use of consumer data. Gigabytes of data are analyzed by artificial intelligence in a matter of seconds. It then is able to suggest an ideal audience for each ad campaign. It reduces the work that would have been done by humans in weeks. AI takes only a few minutes and the results are much better.
3. Sentiment analysis based on AI
One of the most recent adaptations of AI is sentiment analysis. Through the use of different techniques, such as computational linguistics and natural language processing (NLP), artificial intelligence can now judge what emotional state a consumer is in. Being able to understand consumer sentiment, allows AI to better understand the preferences and opinions of consumers. Consumer opinions are very important sources of consumer data. As a consumer, you’ll only see ads that are relevant to you. A business experiences an increase in ad clicks, conversions, and revenue through the use of sentiment analysis.
Article | April 15, 2020
The impact of COVID-19, the disease caused by the novel coronavirus, is being felt by millions of people across the globe. While nobody knows how long this period will last, I believe it's important for companies to try to find some semblance of normalcy. To do so, companies should consider all the ways they can continue to move forward with an eye toward empathy. This mindset comes with its own unique restrictions and challenges as human behaviors evolve. With the rise of social distancing and limits around public gatherings, people are moving away from live entertainment, such as movie theaters, plays, sporting events and concerts. Instead, they are spending more time streaming their favorite movies and shows, browsing social media, and playing video games from the comfort of their homes. In lieu of socializing at restaurants and bars, people are connecting with colleagues, friends and loved ones digitally, and many are doing their shopping via e-commerce.