Winning at retargeting in 2022 [Ebook]
Relying on ads to make a first-click sale is putting the cart before the horse, so to speak.
Users will abandon your carefully designed funnel at any time, including after adding items to their cart.
And that first exposure to your brand through a paid search ad, blog post, video, or other piece of online content — organic or paid — rarely results in an instant conversion.
Think about it.
When was the last time you saw something so amazing online that you shouted, “Take my money!” and ordered it just in the second?
A buyer’s journey is a kind of relationship that needs to be constantly cultivated.
The funnel is not a process you can push people into; it’s an evolutionary journey that people leave and come back.
It happens across platforms, devices, and sometimes over long periods of time.
Your customers are much more likely to really start thinking about closing the deal the second, seventh, or maybe fifteenth time your brand or product pops up.
With that in mind, is there a way to speed up the journey?
Is it possible to get in touch with those specific prospects who are already considering you?
What if you could influence them faster with more relevant, targeted information and an offer that really gets them thinking?
“Now, some customers (those with high intent) will complete this journey quickly, sometimes after seeing an ad for the first time. But most may require time and multiple touchpoints to move them through the funnel and complete their journey. .
Remarketing and retargeting are tactics used to move people through the funnel, helping them go from ignoring your brand to becoming paying customers.
This is according to Sean Johnston, co-author of “Winning at Retargeting: Tips for Reconnecting and Convertingalongside Closed Loop digital advertising experts Tori Holland.
In this ebook, you’ll find all the best practices you need to know to get the best results from your remarketing and retargeting efforts.
Why is this such an important addition to your marketing library right now?
Be Prepared – People Are Ditching Shopping Trips to Do Research
And they are looking for your competitors.
You have to stay ahead.
But how do you achieve this without boring or overwhelming an audience constantly bombarded with information?
Currently, the number of digital buyers exceeds 2.1 billion.
There are tons of opportunities to put your brand and products in front of digital shoppers. And everyone does.
People know they have an abundance of choices.
Purchase journeys become less direct as consumers stop to research their options.
The average shopping cart abandonment rate in some industries is 79.8%.
These are people who have walked through your funnel and then choose to walk away just before buying.
Maybe they will come back.
Or, maybe they’ll buy the same thing from a competitor later.
On the other hand, if they click buy, that shouldn’t be where your interaction ends.
“It’s a must-read for anyone in the ad space. It’s important to know not only what your retargeting options are, but also what kind of data you can use and the nuances of each platform. More importantly, , mastering the art of retargeting will be a must with increased data privacy for users,” says Brooke Osmundson, digital marketing manager at Smith Micro Software.
Learn remarketing and retargeting to re-engage distracted audiences
According to Miranda Miller, Senior Editor at Search Engine Journal, retargeting ads are an essential part of your holistic marketing strategy given funnel fragmentation.
“The attention of online audiences is increasingly drawn in a million directions,” says Miller.
“You have notifications triggering across a dozen apps, interruptions of all kinds in the physical world, and consuming information across multiple screens. The funnel is really a scattering of myriad touchpoints; that’s not what we were taught, that was 15 years ago.
Retargeting brings you back in front of that warm audience with more targeted messages, wherever your customer is in their journey.
It allows you to maximize your investments in email marketing, SEO, paid search, and social media by reconnecting and having another chance to take that customer to the next step.
But it’s not always easy.
“Successful retargeting is an art and a science, and that’s why we were thrilled to have Sean and Tori co-write this guide,” says Miller.
“Their hands-on, hands-on experience planning and executing smart retargeting campaigns at Closed Loop shines through in the expert columns they share with our readers, and this ebook has given us all a deeper dive into a successful strategy by their side.”
This latest ebook will teach you how to capture attention and maintain touchpoints with your audience.
At the end of this guide, you will be able to:
- Understand the differences between these two tactics and determine which one is right for you.
- Identify the key factors to consider when launching your remarketing and retargeting (RM/RT) efforts.
- Determine which ad platforms are best for running your campaigns.
- Apply consumer insights and data to power your RM/RT.
Without context, data is just numbers.
It takes experience and empathy to look at engagement data and approximate human intent.
That’s what retargeting and remarketing are all about: finding the right people, with the right intent, at the right time.
Download your free ebook if you are ready to start learning this process.