It is no secret that if you run a small business then advertising becomes a crucial part of that. Especially if you operate online where ads help to drive potential customers to your site. The problem is that just because they turn up to your site doesn’t mean they want anything there. Internet users are fickle and easily distracted.
If you run a website the stats do not make good reading. The suggestion is that somewhere around 97 percent of people that visit a site for the first time buy nothing and never return. So for all that traffic you only get 3 percent helping your business. Those are rookie numbers and where remarketing comes in.
That is precisely where remarketing ads come to the fore. Or retargeting ads if you prefer. The system is used widely and is designed to try and convert more of that 97 percent into full-blown customers. And what business can really say no to that, even a small chunk of that 97 percent would be game-changing for a lot of small businesses, especially in the e-commerce industry.
Here is a major problem with trying to sell online. For the most part for a customer to let go of their hard-earned cash, they need to feel like they know you. This is commonly referred to as brand trust. There is a little known rule in marketing that for someone to start to develop that trust they need to have been exposed to your brand at least seven times. This usually gives people the confidence to purchase. What retargeting does is help you to get hold of the people who have already expressed an interest in what you do.
It tends to be more cost-effective than a lot of forms of advertising. The reason for this is that the adverts are designed to show up in the right times at the right place. The right place is where your future customers want to see them and the right time being when they want to buy. But how does this magical system work?
Most retargeting ads will take advantage of the Google display network. This targets a massive 90 percent of the internet and covers more than two million websites. As soon as a person checks out a companies website that site will start to have their ads littered through the adverts of other sites as they browse. You know how you once googled a BMX race? That’s why you see adverts trying to sell you bikes, that’s this technology at work. This approach wears down the user’s barriers towards using an unknown company and is a constant reminder that the business is selling exactly the things they want.
So basically, if you are so inclined to, you can set up an advertising system that slowly tempts people who have visited your site. Like a little devil on their shoulder whispering “buy me, buy me”.
However, businesses need to realise that they need more than one string to their marketing bow. Google suggests that to maximise your potential that you should combine retargeting with traditional advertising and it can lead to an increase in sales of around 50 percent.
So there you have it, it’s pretty simple to design a winning strategy. You use initial advertising and marketing to drive people to your site. Most of them will leave but then retargeting slowly reminds those people about your site so when they are in the mood to buy, where are they going to turn? That’s the theory and according to Google, it works in practice too.