For businesses new to the digital marketing game, building up your company’s presence in the online community in an effort to push your brand should most certainly be your top priority. How exactly you go about doing so can be approached in a number of ways, however, there are some techniques that are effective all across the board, with retargeting sitting comfortably at the top of the list.
Have you ever been cruising around the Internet to places like YouTube or your favorite news website only to see advertisements for a company or website that you haven’t visited in a few days? That, my friends, is an example of retargeting hard at work, pushing a company’s ads out to eager possible customers and promoting brand recognition and trust across a wide swath of websites on the remarketing service provider’s network.
To help clarify exactly how this works, let’s take a look at a specific example:
Let’s say you start browsing the web for a boat. It started off innocently enough with just a kayak, but before you knew it you were falling down the rabbit hole, because who knew Corvette made luxury speedboats? Anyways, one of the websites that you visited happened to have a retargeting campaign set up, and as a result, when you hopped on YouTube two weeks later to watch your niece’s dance recital, long after your speedboat fever had faded to a distant memory of what your wife had declared as a “terrible idea,” you notice there’s an ad below the video window prominently displaying the very lime-green twin-turbocharged sea-faring beauty you were fantasizing about.
That is how remarketing can help you reach an audience consistently that you wouldn’t otherwise be advertising to.
So Remarketing Sounds Great and All, But Is It Right For Me?
Whether or not setting up a retargeting campaign is right for you is really dependent on what you’re looking to get out of digital marketing in general. If you already have a digital marketing account set up through providers like Google AdWords and you have the budget to spare, setting up an additional retargeting campaign couldn’t hurt your brand.
However, if your business is just starting to test the digital marketing waters, setting up a retargeting campaign is definitely a must, as it’s perfect for establishing a strong sense of brand awareness and trust amongst everyone who happens across your website.
So if you decide to dive into retargeting, there are a number of ad strategies that you can employ to ensure that your remarketing campaign is effective.
Here are four things to remember:
- Make sure your ads are as relevant to what you’re offering as possible, and that you keep them fresh and updated every 2-3 months.
- When updating your ads, you want to make sure you stay consistent with your brand’s message and image; remember you’re trying to build brand awareness, you want to make sure people will remember you and what you have to offer.
- Take advantage of the fact that you can compartmentalize your ad campaigns and experiment with different ad designs: you want to make sure your message fits properly in the space you have to work with. Also keep in mind only certain sizes and picture formats are allowed so be sure to check with your retargeting provider to see what you have to work with.
- Implement an A/B testing strategy to see which of your ads is performing well. Keep a close eye on analytics and tweak your ads accordingly to fine-tune them to perfection.
Getting started with retargeting is simple enough and if you decide to hire a company to manage your retargeting account, PCG is here for you. After that, it’s all a matter of determining how you want to promote your brand in front of your new audience.