You know that one ad you keep seeing: The one for that embarrassing t-shirt your friend messaged you about that just couldn’t be real? (It was. Yikes!)
Your curiosity got the best of you for one second, and now that cringe-worthy tee is following you around, cozying up next to your cousin’s baby announcement on Facebook, and squeezing in between your friend’s selfies on IG.
Experiences like this can make you think that retargeting ads—those ads that resurface products and services you looked at but didn’t take action on—are too pushy and sales-y to be worth including in your marketing strategy. (Nobody wants to be that type of marketer.)
But the truth is that most people kinda like retargeted ads—when they’re well-targeted.
We’re pleasantly surprised when that book we meant to buy shows up in an ad next to our favorite sports column or when a social ad lets us know that a previously sold-out concert tour has added some new dates.
Because let’s face it: The internet can be distracting. It’s easy to close the wrong tab, run to read a new email while browsing, or open up a Slack notification before you hit “check out.”
A well-targeted reminder helps consumers as well as businesses. For example, data shows that retargeting ads can yield a 10x increase in click-through rates (CTR) since users are already familiar with the brand or product.
Since only 2% of web traffic converts, it’s worth seeing if some well-planned and well-placed retargeting ads can help bring those almost-ready-to-buy prospects back into your world.
What Is Retargeting, Really?
Retargeting is a powerful form of PPC advertising that leverages tracking technology to identify individuals who have previously engaged with your brand in some way and serves them ads on a variety of platforms to try to re-engage them. – Read more