Improving Retargeting PerformanceApril 2, 2015 3:45 pm
Everyone Knows Retargeting is Working, But How?
Retargeting is a marketing tactic that tracks audience’s online behavior so your ads show up to the most relevant audience.
A study by AdRoll says marketers who use retargeting generally have higher ROIs. In regards to real estate, we are seeing higher click through rates, higher conversion rates, and increased user experience.
Have you ever looked at a hotel online and 5 web searches later; there is an ad for that hotel? Yes, marketers meant to do that! But does it work and is it a good strategy? According to Search Engine Journal: retargeted customers are 3 times more likely to click on your ad than people who haven’t interacted with your business before and retargeting can boost ad response up to 400%.
Pros of Retargeting
- Remember me? Customers may have clicked off the site, but it must be relevant or of some interest to them so maybe all they need is a reminder. In many cases, websites have so much information and options; the user receives decision fatigues and leaves the site.
- You can personalize retargeting ads. Remember, people clicked your website but weren’t interested enough to convert – tell them something different.
- The data you gather from past user patterns can help you understand your audience better and improve your website in general.
Cons of Retargeting
- Are they following me? It can make people feel uncomfortable and can seem creepy or weird.
- Your retargeting campaign could show the same products to someone who has just bought the product elsewhere (or if you are not careful, from your actual company!).
- You don’t want to show the same people the same ad over and over again (talk about annoying). This means you have to devote a lot of time into creating fresh ads.
Two Strategies to be Successful… Not Annoying
- It is important to put a minimum and maximum on your retargeting campaign to make sure they aren’t seeing your ad too often or too little. A good estimate is about 15-20 ads per month.
- Maybe they just aren’t that into you. That makes sense, they bought somewhere else or just aren’t in the market anymore. The average internet lead takes up to 1 year to convert, therefore, retargeting for up to 365 days is acceptable.
- Ideally, ads should be refreshed every 90 days within the real estate retargeting industry.
Forward thinking, an area e360 is focused on for retargeting is not only on the Google Display Network and Facebook, but also all social media outlets and apps. The early indicators have been very positive, stay tuned for more.