Today, there are countless marketing strategies that you probably rely on to bring new potential customers into your business. One of the oldest and most popular is the display ad – a traditional form of outbound marketing that places ads throughout the web for users to encounter – much like a billboard or a TV advertisement. One of the newer strategies is retargeting, or marketing to people who have already expressly taken interest in what you offer.
Most companies use some sort of display advertising to reach customers via the internet. A recent study showed that 70 percent of digital advertisers invest in display advertising for desktop, and 61 percent invest in display advertising for mobile. But what many people don't realize is that their display ads could be a lot more powerful if they combined their display advertising strategy with a retargeting strategy.
Most digital marketers today get the basics of both display ads and retargeting, since they've become tried-and-true tactics. However, what's more important for marketers to understand is that in order to make both strategies more powerful, you have to understand how you can use them together, effectively. By using retargeted display ads you draw in qualified, interested customers and increase the chances that you'll convert leads into paying customers. Here is how you can use display ads and retargeting as a powerful combined tool.
Display Ads: The Basics
Since both display advertising and retargeting are pretty commonplace at this point, most marketers probably know what both are – and the basics of how to use them. But, just in case: Display ads are the clear, obvious ads that are placed throughout the web for the sole purpose of advertising. These can be banner ads, sidebar ads, pop-ups, pre-roll videos and more across platforms such as the Google Display Network. Display ads are considered a disruptive form of digital marketing, since an internet user encounters them without giving their permission to be marketed to.
Retargeting: the Basics
Retargeting, or remarketing, is a strategy that targets consumers who've already expressed an interest in your brand by visiting your website (or content online). When you use retargeting, your ads appear throughout the internet for people who've visited you previously – which means you're spending money to appeal to people who are more likely to buy than those who've never encountered you before.
How to Use Retargeting and Display Ads
So, you understand how display ads and retargeting work. But when do you use retargeted display ads to make a bigger impact? Here are some ways that you can use retargeting and display to help ensure growth.
Retargeting a Visitor Who's Visited a Specific Product or Service Page
Has a site visitor gone to a specific page on your website, and then left it without making a purchase? This is a great opportunity to use retargeted display ads to bring their attention back to what they were interested in. By reminding them of their initial interest, you may be able to convince them to make a purchase.
Retargeting a Shopper Who Abandoned their Shopping Cart
Was a site visitor even closer to making a purchase on your site than simply visiting? Did they put items in a shopping cart, then never click "buy"? If so, try retargeting them with display ads. By creating a list of people who've abandoned carts to retarget, then retargeting them with ads for those things they were so close to buying, you can encourage them to go back and complete the purchasing process. You can also retarget these people with emails encouraging them to buy.
Retargeting a Customer Who Has Already Bought with A Related Product
Did your customer already buy? If so, upsell him or her by retargeting with a display ad for a similar product or one that is complementary to what was already bought. You can take advantage of the knowledge you have of taste and purchasing habits, then use that information to make more sales.
Best Practices for Retargeting with Display Ads
If you're going to use retargeting to reach the right people with your display ads, there are some helpful guidelines you can keep in mind:
• Keep your creative clear and your design minimal. You want your potential customer to recognize your company name and a product or service you offer – and not get distracted by anything else.
• Create product specific ads. When people express interest in a specific product or service, you want to have an ad for that product or service; that way, you can easily use it for retargeting.
• Segment your audience by placing different pixels on different pages of your site. That way, your lead is retargeted with a display ad that makes sense for where they are in the sales funnel.
• Limit the number of times your lead sees your ad. If they see it too much, they'll become annoyed – or simply stop paying attention. Cap the number of times your display ads will show to people who are retargeted.
Display ads have long been considered an effective way to reach potential customers online. However, focus on making your display ads more powerful by also incorporating a retargeting strategy. By choosing to use a tactic that gathers more qualified leads for your company, you ensure that you're spending your marketing dollars appealing to people who are more likely to buy – and, in turn, helping to boost your business.