You’ve done your on-page SEO work, you’ve gained valuable links & you do a bit of PPC from time to time to ensure you’re not missing anything. Online advertising is probably something that you think is either too expensive or not targeted enough. You may have a Facebook page & a Twitter Account so all the boxes are ticked & Bob’s your Uncle, the orders should be piling in no problem!
There’s something missing though!
What if your prospects are visiting your site through either organic & paid for search activity, but are leaving without making a purchase? In fact, this happens in the vast majority of cases, as only about 3% of all conversions actually happen during the first visit to a site. So the 97% of clicks you’ve delivered will leave your site & disappear back into the ether, leaving no name, address, details……..two ships passing in the night……..
But what if you could follow these prospects back into the web, remind them that you’re still available to provide the product they’re looking for, and encourage them back in for another look? That’s what re-targeting can do. Using a sophisticated Display Ad Network such as AdSure from Digitize New Media, you can drop a cookie on the prospect, then seek them out all over the web, delivering them strong visual reminders over and over again until either, a. they come back & convert, or b. you cap the retargeting frequency and/or period.
Real Time Bidding
The beauty of this is that through Real Time Bidding (RTB), you only need to target the exact people who you know have visited your site and there is zero wastage of Ad spend. And because the numbers of people are relatively small, the overall cost can be insignificant. But the overall benefit can be enormous, with conversion rates often increased by 500% or more.
You can be more intelligent: by using different landing pages for your key search terms, you can retarget with different messages, allowing you to build behavioural segments for longer term communication.
So Retargeting (or Remarketing) may well be the missing element of your online marketing strategy & the one that your previous PPC or SEO (or even Online Advertising) expert neglected to mention! Perhaps they weren’t aware of it or perhaps they didn’t want you to spend on ‘Display’ activity when they’d rather you spend it on easy PPC. But the truth is that it’s a necessary and cost effective element of any Digital sales strategy.
Digitize New Media works closely with Vroom Digital to ensure that Vroom can add this and other clever online marketing techniques to its existing Search & Social Media capabilities.