Retargeting the Right Way

Big data allows businesses to do some amazing things. One of these things is to retarget customers. Research tells us that retargeting helps turn shoppers who are just looking into buyers. Approximately two percent of shoppers will convert on their first visit to an online store and retargeting brings back the remaining 98 percent.

Through the use of retargeting, visitors to a website or online store are tracked and ads are then placed for that website or online store on other online sites they visit.

Retargeting can be achieved in a variety of ways. Here are some of the most common:

• Email retargeting allows a customer to be targeted based on how they have responded to one of your emails.
• Site retargeting allows you to show ads to visitors to your website.
• Facebook retargeting displays banners on Facebook to visitors to your Facebook page.
• Search retargeting involves pursuing consumer leads who have searched for particular keywords or phrases.

Another advantage of retargeting is that you are able to tell when to stop pursuing customers who are unlikely to purchase from you. The best marketers are able to analyze how many times a consumer needs to be exposed to your product or service before they make a purchase. If a prospect has received that specific number of ads or touches and still is not interested, it’s time to stop pursuing that prospect.

It is no secret, however, that when consumers are retargeted by a company, some of them have a tough time shaking the feeling that they are somehow being spied on. Therefore, it is important that you retarget in a way that doesn’t make prospects uncomfortable. Here are some ways to do just that:

1. Don’t place your ad on so many of the websites a prospect visits that it becomes annoying. When customers get annoyed with a company, even if they need its product or service, they most likely won’t buy it.
2. Always offer an opt-out. There is no reason to make a customer who doesn’t want to see your ad see it.
3. Avoid static banners. The best banner ads are animated ones. It also is a good idea to change up your ad on a regular basis.

Retargeting is an effective tool for increasing your sales. However, if not done correctly, retargeting can definitely backfire.