Has your firm ever considered retargeting? It’s also known as behavioral remarketing and has been exploding in the marketing world.
How does it work?
For a quick refresher, retargeting is a form of digital marketing where cookies are added to a potential client’s computer when they visit your website. These cookies allow you to monitor their browsing activity and place ads on other networks they visit after they have left your site.
Why does it work?
The logic of retargeting makes sense. You’re targeting ads to people who have already engaged with your website. These customers are aware of who you are and have built up a level of trust with your firm. Instead of blasting an ad out to the masses, your ad only goes to customers who have interacted with you, reminding them that they visited your site, in the hopes of bringing them back.
Tips to make retargeting work for your firm:
1. Balance the number of ads you show customers.
Too many ads will annoy your potential client, but showing your ads too infrequently will render your retargeting campaign ineffective. Setting a frequency cap at 17 – 20 impressions per user per month is usually recommended.
2. Be creative.
Creating engaging, attractive, well branded ads that stand out for your clients is well worth your time. Ads should have clear, concise copy with large calls to action. Rotating your ads every couple months will also help your ads stand out and not become background noise to your clients.
3. Use one provider at a time.
Running consecutive campaigns with different providers can work against you. Since providers buy space with real-time bidding, using different providers means they will be bidding for the same space, thus decreasing the chance your ads will show to your clients while also driving up media costs. Instead, run a campaign with one provider one month, and another provider the next. This will allow you to learn which campaign and provider worked the best.
Segmenting your campaign will be a much more effective use of your marketing dollars. Serve different ads based on where potential clients are in the buying process. An ad to a prospective client who simply visited your website should be different from an ad for someone who visited your pricing page.
If you have any questions about how retargeting could work for you, or if you just want to learn more, feel free to reach out to us.