Using Client Information to Build Retargeting Lists
There are typically two types of people who visit a website: the not interested and the interested. Those who are not interested will usually spend less than a few seconds on your website, do not visit any other page on your site, and quickly leave. The interested individuals will look through your website content and possibly click through to other pages such as the about us section. Obviously, it is the goal to have more interested visitors than not interested. Interested individuals show high intent and a greater likelihood of returning to your brand and purchasing something if they are served with the right ad messaging. During their time of perusing your website, they might offer up contact information, such as an email address, to be added to a mailing list. By doing so, this will help you build your retargeting list.
What is Retargeting?
How often do you notice potential customers visit your site but take no action? They just look through your site and leave, without giving you a new conversion. You might be asking yourself how you can get that individual back to your page to complete the action you would like for them to take. This is when retargeting occurs.
Retargeting concentrates on drawing in new customers through ads on social media, email, or other platforms. It lets you keep your brand in front of your possible customers after they have exited your site. This allows them to reconsider the products or services you have offered to them. Retargeting ads assist those who have never heard of your company to know how your products or services fit into their life or solve a possible issue. It helps you make the message more personal.
List-based retargeting comes into play after you have already entered someone’s contact information into your database. You use the contact information they gave you to show them specific ads. To do this, you will need to upload a list of the email addresses to a retargeting campaign, such as Facebook. That platform will then detect users on that network who have those email addresses and serve targeting ads to them specifically. Your audience will then start seeing your ads while they peruse through the Internet. You can also send them personalized emails to persuade them to revisit the offer they seemed interested in. List-based retargeting lets you have highly customizable criteria for your ads because it is centered on more than behavior. You get to choose who goes on which list based on the actions customers have taken in the past, as well as design different lists based on different actions.
Why Retargeting is Important
Retargeting gives you the opportunity to remind potential customers of the products or pages they looked at. It motivates them to continue further through the purchasing process. Retargeting also produces awareness by drawing a customer’s attention to products, features, or announcements that are related to your business.
Most users do not act unless they feel like they know or trust a business. The majority of customers need to be exposed to a brand multiple times before making a purchasing decision. Retargeting builds the visibility of your brand by targeting ads to users who have already shown interest in your product or service. It provides great opportunity for personalization and highly refined campaigns. When implemented effectively, this level of personalization promotes trust. In return, the customer will start to trust your brand, which means they are likely locked in.