Retargeting What is it? And how to use it to increase the likelihood of a purchase?
Retargeting What is it? And how to use it to return visitors to the site?
It is human nature to choose. In this regard, not every user who visits the site performs a targeted action (buying a product, ordering a service, calling a company manager, etc.): statistics say that about 90% of visitors to an average web resource “pass by”.
Retargeting (or remarketing, which, in principle, is one and the same thing) is a tool thanks to which a user who closes a website can be “not debited”, but turned into a client (buyer).
How it works
The principle of operation of this technology is simple: redirecting online advertising to the user who has already visited your site (having studied the service, looked at the product, etc.), but continued the search without completing the action you expect. Advertising is broadcast in the form of banners or messages (resembling a “context”) on sites (in systems) that are part of an affiliate network (for example, Begun, Google, etc.).
In practice, this may look, for example, as follows: the user is looking for a specific model of smartphone. He went to your store’s website, looked at it, visited another, third … and decided to postpone the purchase until later. After some time, he opens the browser, and sees before his eyes an advertisement for the sale of a phone that he was recently interested in, for example, with a discount of “only today” or with an interesting price offer. Such a system greatly increases your chances of selling.
How can i use
Retargeting can be applied in different ways. Here are some examples:
Reminder to the visitor of the online store about the availability of goods in the basket, the purchase of which is not completed.
Informing users who visited the site about discounts and promotions.
Providing the site visitor with information about the appearance of a particular product or service on sale
Prerequisites for use
Like any good sales promotion tool, retargeting has limitations. This tool will be able to increase the number of orders, applications, calls only for sites that have high traffic (the number of unique visitors in that section of the site to which retargeting is planned for at least 200 per month). Also a prerequisite are the counters of those systems where retargeting is planned, and their competent configuration.
Retargeting is most often used for online stores. But for sites of companies offering services, the use of retargeting can also be effective.
Here is an example of successful retargeting for a university’s bank site implemented by Summa Technologies specialists
All visitors to the Credits pages on banklife.ru who did not leave a loan application for each of the banks displayed ads or banners with a description of an attractive promotion after closing the bank page.
Banners, for example, of this kind. On any resource where there was an opportunity to show and where at the moment there was a “tagged” user of interest to us.
When clicking on the banner, the visitor got to the landing page for each bank (there were 5 in total), where the special offer was described in detail and clearly, there was an understandable loan application form.
Using the retargeting tool in three systems: Google Adwords, Yandex.Direct and Auditorius, we managed to attract an additional month a significant number of requests
It is also indicative that the CTR (clickability) of banners shown by retargeting was on average 2.5 times higher than the standard clickability of banners (0.27% versus 0.11%)
Thus, correctly using retargeting (remarketing), you will significantly increase the likelihood of making an order, application or call (depending on what goals the owner of the web resource is pursuing). Entrust this to professionals from our company, and you will see that advertising on the Internet can be even more effective.