As search marketing continues to evolve, many are starting to question the inherent value in yesterday’s search tactics. It’s important to closely analyze the benefits of marketing strategies to focus only on those that offer a tangible return on investment. Retargeting site visitors is an advertising method that has come in for some criticism in recent months, but a new study by industry experts AdRoll found that marketers using retargeting as their main strategy generally have higher ROI than others in the field. Here, we’ll review the three benefits of retargeting site visitors.
1. Retargeting Reminds Site Visitors of the Site
When a searcher cares enough to click on a website, they might also be more willing to review the site again at a later date. Retargeting reminds visitors of the company and their website, while providing the company with another opportunity to impress the visitor with a newer offer or a refreshed site design.
2. Retargeting Ads Can be Personalized
One of the great advantages offered through the use of retargeting ads is that they can be personalized. Companies can use new call to actions and different strategies to compel the user to become interested in their brand. The use of industry stats and humour are great methods for building interest as part of a retargeting strategy.
3. Retargeting Ad Data Can Help Brands Better Understand Their Online Audience
By closely reviewing the performance of their retargeting ads through Google Analytics, brands can find out what their site users prefer in terms of content. They might find they receive more attention with short-term sale offers. Or they might have a particular landing page that is proving fruitful. Retargeting ads gives the power of campaign control to the brand.
Effective retargeting ads can help companies build their core online audience. By following the industry’s best practices, online firms will find that retargeting is a strategy that holds many benefits, even within the quickly evolving modern search environment.