Targeting your audience is an important part of your marketing strategy. It involves creating a message that resonates with your key audience and getting them to engage with your brand and your products. But how do you increase your audience in a way that will appeal to your visitors?
Retargeting takes this process a step further and attempts to create fresh content with those people who slipped through the cracks and to lure those who might be undecided about your brand to give it a try.
Retargeting is sometimes referred to as behavioral retargeting because it has to do with influencing behavior to get people to reconsider your brand. The information that is used for retargeting your audience is based on behaviors that they engaged in on the internet in the past. This may include the following:
- Purchase history
- Shopping cart abandonment behavior
- Sites they visit more than once
- Ads they click on
Customized ads and native ads can both be used in conjunction with the data that is available on these behaviors and your ad campaign can then be retargeted to refocus their attention on your products or services.
What Does Retargeting Involve?
Retargeting of ad material can be presented to consumers on social media, through keyword search techniques and SEO, or pixel advertising, to name a few.
Additionally, content within the main website or email marketing plan can be used to recenter these people to look at your brand in a new way.
The use of “cookies” within a user’s browser serves as a form of data collection that can be used later to form a plan to include email marketing and other media platforms to get the attention of people who slipped through the cracks the first time.
Is Remarketing the Same as Retargeting?
Yes and no.
Retargeting is the act of locating and marketing to people based primarily on the use of tracking cookies. Remarketing refers to the use of email marketing plans to reach these people. However, some people use these terms interchangeably.
At Bake More Pies, we know how to use this strategy to your advantage. Ask us about this service when you contact us.
How to Use Google Ads to Recapture Lost Customers
Google ads are a highly effective way to advertise to your target audience without letting them know you are behind it. This approach may seem elusive or sneaky, but there is something to be said for separating yourself from your ad strategy.
In other words, consumers get ads in front of them every day. They have learned to recognize and to tune out these aggressive ads and avoid them altogether. Also, if customers think you are too focused on the dollar, they may view you as being all about the money.
The key to creating a great brand is to be less aggressive in your advertising and let your ads, social media pages, and other strategies speak for you. When Google advertisements appear on the side margins or in a search, rather than right on your website or blog, the customer does not think of this as a sales pitch. Instead, they assume that the ad appeared because they were searching for something with keywords that prompted the announcement to come up. And they are exactly right!
They don’t have to know that you planned it that way through the skills of a professional digital ad agency (us)! Bake More Pies helps you increase your market so that you are reaching all of the people who would appreciate what you have to offer.
This subtle form of connecting users with content can prompt a user to take action more than any “in your face” ads that seem to scream, “Give me more money!”
If you need Google promotions created for your brand, we can help with this anytime as well as any of the other forms of digital advertising that you need to connect with your target audience.
Another type of campaign strategy that you can use is the use of a display ad. These are dynamic graphics that are laid out on a banner that is then displayed on websites, in apps, or on social media. They can be composed of the following assets
- Flash media
- Video or podcasts
- Animations or motion graphics
Display ads are more obvious advertisements than Google Ads, which tend to trivialize the fact that site owners have created them.
Except for the tech-savvy web designer or blogger, few people understand the workings behind a Google ad, a marketing plan, or an email marketing campaign. They may think of any of these as an intrusion if they happen too often, but most do not have a grasp of the idea that you, the business owner, either created or orchestrated this plan step-by-step to do exactly what it does.
Consumers know businesses have to advertise to draw in new customers. But can they tell the difference between a sponsored ad and an ad that was generated by skillful SEO web designers or bloggers? I doubt it.
People are too busy looking for the information they are searching for to figure out the logistics of your advertising plan. That’s why it’s great that there are so many ways to create a retargeting and marketing plan to focus on retrieving those shoppers who did not carry through and give them another look at your brand.
Where Does Google Analytics Fit In?
Many business owners wonder where Google Analytics fits in and if it is all they will need to peer into the metrics of their site. Google Analytics is a comprehensive web tool that was created by Google. It was created to help site owners and business owners learn about the behavior of their site visitors so that they would know how to tweak their digital marketing campaigns.
You can perform ‘experiments’ to look at which elements of your page are working the best. You can find out the demographics of your site visitors, learn the type of mobile browser or hardware they are using, and even drill down to the smallest element of an audience by finding out what the interests are of your visitors.
Perhaps this is why some technology experts refer to Google as “the god of the Internet.” They aren’t really. No one is. But because they own the largest search engine in the world, it can seem that way. They are also “all-knowing”, and they have data collection programs in place that are incomprehensible to the average person.
Since this is the case, you can use Google’s many tools and omnipotent database to direct more eyeballs to your page! Google promotes capitalism every single day by giving us the tools to make businesses successful.
Retargeting Ads: The Secret Sauce
How long has it been since you went through your leads list? Start with your email marketing list and do a little housecleaning. See if you can create a new list (a subgroup) of all of the people who have emailed you back after you sent an ad to them. Add to this the people who have “liked” or followed your site on social media, and anyone who has ever purchased from you in the past.
These people are “keepers.” People who purchased from you should remain on your first list of prospects, and they should be considered part of your target audience. So should anyone who sent a customer service email or social media message and followers on your page. People who subscribed to your blog are also keepers.
These people are your main prospects because they have already interacted with your brand in some way. If they purchased from you or engaged with your brand once, they may do so again.
Who to Delete
People who have never engaged with your brand or indicated any interest could be purged from your list. Be careful with this, though! You don’t want to throw out anyone who might come back from the dead and decide to buy something.
If they have visited your site in the past, they could be interested enough to come back, and many of them bookmark your page for future reference. If so, there will be a tracking cookie on them. This is where Google advertisements, remarketing campaigns, and email marketing strategies come in. By refocusing your brand to target people who have expressed an interest in your brand but didn’t act on, you can turn a “maybe” into a “yes,” a browser into a shopper, and a one-time buyer into a loyal customer for life.
But sometimes you need a little help to do this.
That’s where we come in.
Bake More Pies
Who are we? We are a professional digital ad agency with the skills and tools to take your brand to the next level. We can use a variety of tools to bring your brand marketing strategy together for you.
With years of experience in digital marketing, we can employ the following skills to launch your brand to the stars.
- Digital ad creation
- Audio and video content
- Blogs and content marketing
- Site metrics analysis
- Remarket and retargeting ads strategies
- and much more!
At Bake More Pies, we believe the only approach to marketing is a holistic, streamlined approach. We use every tool that’s within our power to help you compete with even some of the biggest brands out there. Let our expertise work for you.
Contact us today to learn more. Whether you’re a butcher, a baker, or a candlestick maker, everyone needs to bake more pies!