Imagine the ability to identify a prospect that should be truly interested in your product, and then show them ads for your product on a regular basis throughout their buying cycle. It’s a powerful thought. Retargeting ads bridge the gap between idea and reality.
In the outdoor sports, agriculture, and midwest lifestyle markets where we operate, many of our clients sell high-ticket items, and their customers plan and research purchases over a period of time. Matching your marketing efforts to their purchasing habits puts your company in the optimal position to win the sale at the point that they’re finally ready to buy.
That’s important, because there is generally a lot of information out there to sift through. While it is great that your marketing efforts brought them to your website before they visited any others, is your company’s level of brand awareness strong enough to keep your brand at the top of their mind all the way to the end of that process? Very few brands can confidently answer “yes” to that question. The level of brand and product exposure your company receives in traditional media, across social media channels, and in third party product reviews all factor in.
Retargeting ads, a type of programmatic advertising, provide a strong tool for maintaining that top-of-mind awareness and providing one-click invitations back to your website.
The concept is simple:
- Someone visits your website, presumably looking for information about your product(s), and a cookie (think of it as a “tag”) is placed in their browser.
- As that user visits other websites – specifically, as they visit other sites that participate in an ad exchange, they are identified, and using a programmatic bidding strategy called RTB (real time bidding), “bids” are automatically placed on your behalf. As the winning bidder, your ad is displayed to that user. This entire process takes place in fractions of a second.
In two bullet points, that’s what retargeting ads do. What they don’t do is allow you to literally track a user around the web, knowing a user’s comings and goings. The cookie just allows the ad tool to determine whether or not a user has visited your site (or specific page on your site), within a target period of time.
You’ve probably run across retargeting campaigns in your own online journeys. For the user, they present the benefit of receiving ads that are less random and more relevant to their own needs.
Retargeting solutions include the ability to further narrow the audience (by location and days since their last visit, for example), and allow you to specify how frequently any particular user will see your ad during the campaign.
Advertisers with an eCommerce presence can measure retargeting campaign success by using analytics to tie the campaign directly to sales. Others can set conversion points unique to their own situation (such as an email list signup). The software and programmatic management team use these conversion points to maximize the campaign ROI.
Through programmatic buys, we’re helping outdoor and agri-brands stay in front of their prospects through the buying cycle. If you have questions about retargeting campaigns or programmatic buying in general, drop us a line or give us a call. We’d be happy to talk to you about how they might fit into your marketing strategy.