If you are selling a product online and you’re not using Retargeting, then you are potentially missing out on a bucket of sales.
I’ve been using Retargeting in a few different markets with great success over the past six months… when I first started I was actually shocked at how good the results were…
So what is Retargeting?
Retargeting is a CPM advertising platform. It allows you to display banners across display networks to users who have previously visited your website.
For example, I was on BackCountry.com browsing for a new pair of skis.
I did not make a purchase but there was one specific pair of skis that I spent extra time researching, reading reviews about and clicking on pictures of.
Then over the next few weeks, as I was surfing the Internet, banner ads for that specific pair of skis kept popping up on completely unrelated websites.
Normally I suffer “banner blindness” like the majority of regular Internet users but when an ad for a specific product that I was actually interested shows up, it grabbed my attention.
Now BackCountry.com is an example of a bigger brand company using Retargeting but there is a hidden benefit for small companies that do not have brand recognition…
Instant credibility when users see your ad on other big sites!
Think about it for a second… someone is looking for a new fitness program to help him lose weight. They find your website in Google and spend time reading your sales letters, but they’ve never heard of you before. So although they like what they are hearing, they are on the fence… how do they know this site is the real thing?
Then imagine, the next day they are reading their favorite news site and voila! Up pops an ad for your product … on a site they trust. The same thing happens the next day… and the next day…
These other websites are lending you their credibility and silently endorsing your product by displaying your ad… remember 99.9% of Internet users have never heard of retargeting. They have no idea what is happening!
So now you, as a small fish in a big pond, have instant credibility by appearing on big, mainstream websites.
Pretty cool, right?
Now I’m not going to get into the technical details of “Retargeting” because frankly, you don’t need to know the technical details to make it work on your site. You just need to sign up, hand over your banners, and paste a special piece of code on your website and it will just work.
And there are lots of advanced options you can configure as well like…
- How often to display your ad to specific users
- How long your ads will stalk them for
- How long they need to stay on your page before they qualify for retargeting
But like I said, any good Retargeting service is going to explain all of this.
Instead I want to point out a couple of things I have learned that could make or break your campaign…
Retargeting Success Tips…
Tip #1: Don’t cookie every visitor to your site for retargeting. If someone leaves your website in the first 30 seconds (or even longer) they probably aren’t interested in what you have to offer and retargeting them will only cost you money.
In fact, if you are on a strict budget and want to minimize your risk, only cookie people that visit a secondary page on your site, not just the landing page. For example you could cookie only people who make it to your order page and don’t complete the order. Chances are good that if they made it to your order page, they are qualified!
Tip #2: Creating banners and ads for a retargeting campaign requires a different mindset than more traditional banner campaigns.
When designing banners to get a ‘cold audience’ to click, you need to use every trick in the book to grab their attention and get the click… not so with Retargeting.
When developing banners for Retargeting campaigns, the banner should be displaying a familiar product, brand, headline, etc. that they will instantly identify with the website they visited. Even keep the color schemes the same as the site.
When testing this with different health products, the most successful banners were simply a picture of the product set on a background, that had the same look and feel of the site, with the key benefit emphasized.
Nothing tricky or deceiving.
And don’t forget to mix it up a little! Showing the same banner over and over is not going to get great results. Instead, have multiple different banners for each campaign
Tip #3: Don’t overuse Retargeting! Having your past visitors see your add 5 times a day for 30 days is only going to annoy them. General recommendation is 5-7 times over a 30-day period, but you can experiment with that.
I would recommend starting aggressively and then scaling back until you notice your ROI begin to decline. This will help determine the sweet spot.
Tip #4: Track… track… track. The company you choose to work with will show you click-through and view-through conversion but the most important measurement in my book is sales. So make sure you have a method to track clicks to sales!
And finally, who would I recommend?
Well, in my books ReTargeter.com is by far the best. They were a sponsor at the Underground Online Seminar 7 that I cohosted with Yanik Silver in March, and I have been using them ever since with great success. So, they get my vote.
If you have had experience with any others that you would recommend, post them in the comment section below…
Happy Retargeting 🙂