Retargeting: Bring Back The 98% Who Left

The industry average for conversion rate is about 2% - that means 98% leave your site without taking the desired action. Re-targeting campaigns offer you a second chance to bring them back.

Retargeted advertising has the ability to identify the users who left your site without completing the action you were hoping for. Retargeting is thought by some to be the single most effective form of online advertising  -- yet only a handful of advertisers know about it. Retargeting works extremely well when advertisers offer a discount off the retargeted product or service to customers after leaving your site, perhaps during booking or checkout process. If you run an on-line store, you could retarget anybody who began the checkout process but did not complete the transaction. When that user reaches a site that is within the ad network you work with, you could show them a banner ad offering an additional 15% off if they complete the transaction.

Using retargeted advertising improves your brand and product profile as well. It creates the perception that you are everywhere to people who are familiar with your product, brand or service are. Retargeting lets you keep engaging prospective customers that have left your site. They started the conversation with you and by retargeting you can keep experimenting with the right message to bring them back.  Retargeting gives you feedback on what did not work the first time, and what message ultimately helped convert them. This is valuable information that will make your entire online marketing programs more effective.

Retargeting works best when you are working with a large display advertising network. The advertising networks offer a very wide audience reach with the largest ones reaching +90% of all internet users. Incresed network size greatly increases the chances of your ad finding the users that have left your site. AdBean makes it easy to create timely messages for re-targeting campaigns and giving you that second chance.

Comments

[Erik Geurts]

A powerful example from an ad network using our Retargeting plugin for OpenX: they were able to show a 4% CTR, with a lot fewer impression than before starting to use retargeting. But much more important, they were able to convert about 10% of those returning clickers into buyers. The advertiser was extremely happy, of course.

Implementing retargeting might sound complicated, but it's not. It does take a little bit of time but the results are just too good. We have a few more examples and use cases for retargeting on our site.

[steve]

Thanks for the example. Re targeting is a strong ROI for advertisers and it sounds like you are doing that everyday for your clients.