• Matt Phillips

Site Retargeting: What Is It and Should You Be Using It?

If you’re a small business owner, you know how important it is to drive traffic to your website. But what if someone isn’t ready to take action the first time they visit? This week, we’re going to give you some useful information about a SUPER useful technique called site retargeting. And because it might not be for everyone, we’ll help you decide whether or not you would benefit from implementing site retargeting for your website. Let’s get it!

How does it work?

According to Google business, 97% of first-time site visitors leave without taking action. 97 PERCENT!! If you’re someone who sells something online, imagine how much business that’s costing you! Thankfully, there’s a simple solution to this problem, and it’s known as site retargeting. Essentially, site retargeting starts out by tracking visits to your website and collecting the IP addresses of your site visitors.

Then, it subsequently targets users who have previously visited your website and shows them ads that prompt them to return and take action. If your website is meant to get conversions (actions taken by people who visit), this tool is a no-brainer. Instead of casting a broad net over the whole internet, site retargeting gives you the ability to precisely target only people who have already engaged with your brand. This approach will save you money and increase your conversion rate drastically!

Is it really that useful?

Site retargeting is a super cool technique, but many doubt its usefulness. If you’re worried that it’s a waste of time or money, here are a few things to consider. Think about the experience of visiting a website. For most of us, that involves navigating to the site, scrolling for about 10 to 15 seconds, and then either taking action or leaving. If that’s the end of your experience with a brand, then it’s been a “waste” in the eyes of the site owner. But, if that site clocked your visit and nabbed your IP address, they can reach out and try to pull you back into the brand experience throughout your online browsing.

Everyone has seen ads for websites that they have recently visited, and if they’ve been on a company’s website before, it is much more likely that they’ll click on that ad. People are comforted by familiarity, so if someone recognizes the brand and logo on an ad that pops up in their news feed, they are much more drawn to click than they would be if the ad was from an unfamiliar company.

In the marketing world, the rule of thumb is that a customer needs to hear about a product or service 7 times before they take any action. So, why not make your ad placements build up to that magic number with your existing customers? Starting from scratch with people who have never seen your ads makes it insanely difficult to work up to getting actual engagement. Site retargeting maximizes your advertising dollars and ensures that you don’t let potential customers slip away. It’s just smart business!

Should I be using it?

It depends. Site retargeting is incredibly useful for 75% of businesses. If the point of your website is to sell something, get people to book appointments, collect email addresses from site visitors, or any other “call to action,” then the answer is yes. In any situation where the end goal is to get some kind of engagement on your website, site retargeting is a must-have tool.

But, if your website acts as more of an online billboard for your company, it may be a waste of resources. Site retargeting is meant to pull people back to your website to get them to take action, so if there aren’t any action steps to be taken, what’s the point? For a company that uses their website as solely an online ad, throwing a wider net with their display ads and trying to reach as many people as possible would probably be a more efficient method. However, most websites exist to get some kind of engagement from potential customers, so we recommend that most people utilize site retargeting!

Hopefully we’ve been able to provide some clarity on what site retargeting is and whether or not it’s the right choice for your digital advertising! Can you tell that we love to geek out over this stuff? We love providing you with the resources you need to succeed as a brand builder, and we’ve got tons more great content over at digitalbrandnation.com! Our weekly podcast dives into lots of different topics and offers advice for people like you who are seeking to build their brand! Go check it out, and we’ll catch you guys next week. Peace✌️ #TeamBrandNation

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