Recapture Leads with Retargeting

When a person visits your site, they may subscribe to your newsletter, create an account or make a purchase – or in many cases, do nothing. On average 98% of the visitors who browse your site will leave without converting, according to the folks at Internet Marketing, Inc. Though you’ve probably invested some time and money to initially attract them to your site, retargeting with display ads can be a cost-effective way to recapture their attention and reconvert a significant percentage of these potential customers. With retargeting, you can expose potential customers to a greater frequency of ads to drastically boost your conversions.

How Retargeting Works

While many businesses buy banner ads on websites to generate clicks and leads, more and more companies are turning to these banner ads as a method of retargeting. Staying in front of prospects that have already been to your website creates a more long-term impression. Whether your marketing campaign involves pay-per-click (PPC) or emails, you spend time and money on advertising to attract customers to your site. when a prospect has visited your site, you’vee dropped a cookie on the browser so that when that person goes to another site, you can immediately target them with your ads to recapture their attention.

A 2010 Network Advertising Initiative (NAI) survey shows that conversion rates for targeted ads are 6.8%, compared to 2.8% for non-targeted. That means that users who click on ads targeted specifically to them are more than twice as likely to buy the advertised product.

Behavioral Retargeting

Behavioral retargeting has been an effective way for some marketers to reengage with shoppers. This is one way of converting sales that might have otherwise been lost.

  • Use a program such as Google AdWords or AdRoll to retarget and segment individuals based on what they viewed and the actions they took.
  • Retarget someone based on how far they proceeded down the sales funnel. For example, you could retarget those who abandoned a cart on the shipping rate screen with offers for free shipping or faster shipping.
  • Consider how the person arrived to your site the first time. If it was a specific product search, email marketing message or another banner ad, you can use that to customize and personalize your retargeted ads.

If the studies that indicate 98% of visitors who visit a site won’t convert are accurate, it may be time for your business to consider retargeting. Retargeting with display ads can create greater brand awareness, long-term impressions and increase your conversion rates. PPC advertising is often one part of a B2B marketer’s strategy. You can make the most of your efforts by using retargeted ads as a part of your PPC campaigns.


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Erica Bell

Erica Bell

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Erica Bell is the Social Media Specialist and a B2B marketing and advertising writer at Media, Inc. Her favorite B2B marketing topics include marketing automation, lead generation, online advertising, social media and business-to-business content best practices.

Erica began her marketing career in college through internships at B2C companies and migrated to the B2B world following graduation. Outside of reading and writing about marketing and social media, she loves going to the beach, playing soccer and most other sports, and spending time with her dog, Moo.

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One Response to Recapture Leads with Retargeting

  1. Rick Noel says:

    Nice post. Retargeting, or re-marketing as its sometimes called, is a great way to increase your click to conversion rates and grow sales. While working at a top 20 display ad network, we ran CPA campaigns that consistently saw a 10x lift in click to conversion rates on re-marketing campaigns vs optimized run of network.

    Getting distribution on re-targeting campaigns is sensitive to how much traffic your site gets and therefore works best established sites who have established an audience. It makes sense when you think about how much more likely somebody that has been to a website will respond to an offer there. They have already demonstrated interest by visiting the website. Thanks for sharing.

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