Retargeting For A Competitive Edge

August 27, 2011 by  Filed under: Marketing 

Retargeting, also known as remarketing, isn’t something that may come to mind when a company is trying to beat their competitors. Generally, marketers focus heavily on SEO and SEM initiatives to stay competitive. However, this advertising technique can be a very effective tool for companies looking to gain a competitive edge over their biggest competitors.

Display ad retargeting lets companies serve banner ads to everyone who leaves their website without completing a purchase. While it can helps brands nurture current leads and activate their current audience, it is also a helpful tactic to stay competitive through 3 key ways:

  1. Look Bigger – Retargeting serves your ads to anyone who has visited your website. The great thing about this is that your ads can show up anywhere – from the most popular newspaper websites to the most niche message boards. Also, here’s a little secret: you don’t have to only retarget your website’s visitors! You can actually serve ads to your target demographic, and remarket people from those ads! This makes your brand look bigger to anyone who has visited your website, and if you’re ranking well on the search engines, then on-the-fence consumers will be impressed by your media spend as opposed to your competitors’.
  2. Stay Top Of Mind – Remarketing your brand presence and giving people an additional way to visit your site adds a psychological effect to your prospective customers as well. Even if your retargeted ads don’t get clicked on, they are still being seen. Think of this as a “billboard effect” – people can’t click on billboards, but they still see them and have their purchase decisions influenced by them. In fact, people who visit a website after seeing a retargeted ad without clicking on it are 3x more likely to make a purchase from your website.
  3. Drive More Sales – Ultimately, you want to sell more product than your competitor. Using retargeting, you’ll be able to drive more sales. In fact, once a retargeted consumer visits your website, he or she is 5x more likely to buy from you.

It’s time to stop losing online sales to your competitors! You spend a lot of time and money on your SEM and SEO initiatives, but adding retargeting to your marketing efforts will give you that needed competitive boost. If you have any questions on the technology, please feel free to comment below and I will answer it as well as I can.

This article was written by a passionate online marketer and retargeting expert.

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