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The vast majority of visitors to your website will not convert, it could potentially even be around 80% of your traffic. But what if you could get these people to return to your website and put your offer in front of them again? That's where Google retargeting comes in.
On top of getting visitors to return to your website, retargeting could also be used to reach people who did not open your emails and those that showed an interest in product but did not purchase, and even if you are utilising retargeting, you probably don't make the most of it.
In the following article, I will show you the techniques needed to achieve the best results, whilst this post is aimed at users of Google AdWords, our preferred advertising platform, this will also work with Facebook Ads.
1. Engagement factors
Use Google Analytics to custom segement your traffic, custom segments offer incredible precision when deeply segmenting your audience. You will need to link your Google Analytics and Google AdWords together. Once done you will be able to retarget specific segments of your audience that you have identified in Google Analytics . Google Analytics oofers a wide range of dimensions and metrics to base your retargeting on, some of these include:
- Page depth
- Number of visits
- Landing pages
- Session duration
- Specific goal completions
In order to utilise this data to its fullest potential you will need to do some analysis to understand what works and what does not. Try using your Google Analytics to understand if people for example who visited your website three times and spent over five minutes are more likely to convert.
2. Vertical websites
If you are aware that your industry lacks knowledge regarding specific topics but they are not relevant to your main website, you should think of creating a micro website on that specific topic, this could even be based on a subdomain of your site (topic.example.com) some reasons you might want to do this are:
- You are creating accounting software, it becomes apparent that people want to see reviews on different software available, with this in mind you could create a micro site that reviews all of the software currently available.
- You realise that people are searching on how to install a particular product you sell, you could set up a microsite that describes how to install all variations of this particular product.
Once you have created your micro site using vyour own sub domain or another completely seperate domain, you will be able to easily retarget warm prospects to your own main website.
Make sure you take a good look at what your industry is missing and what you are able to offer to fulfil the gap, at the end of the day if you don't create that website someone else will.
This awesome technique can work wonders if you rank for competitive keywords with you new microsite. Basically if Google could bring you between 50,000 and 100,000 visitors based on a handful of keywords you would do it wouldn't you?
Just remember to keep in mind that exact match domain names tend to rank pretty well.
3. Form completion status
Using tools such as Google Tag Manager will allow you to track people who started filling out a form but did not complete, this could be for a number of reasons such as they want to make a transaction when they are on a desktop computer rather than on their mobile. By segmenting this group of warm leads (they are warm because they started to move through your purchase funnel) you can retarget them increasing the chance of a conversion as they have already shown an interest.
4. Utilising free trials
Are you offering a free trial on website? Do you know how many leads you have generated in total, used it for five minutes and never came back? After a few days of inactivity, you would be able to use retargeting to get your message in front of them and increase the chance of converting them.
You could try and send the emails directly, but you could also try these following techniques:
- Email and retargeting combined
- Just retargeting
- Email on its own
Find out which technique works best for you, also look at day timings to get the most out of your campaign.
5. Past users
You have probably had a large amount of users over time, not all of these will of stayed with you, you can get these people back on your website by utilising targeted ads. Because they are past users you are more than likely able to find out thier email, you should be able to get up and running in just a few hours. You could use this technique to promote the following:
- Features and benefits
- Product announcements
- Case studies
The main idea of this technique is to stay in touch with your past contacts and get them engaged with new content.
6. Active users that promote your content
Your customers are all so different. Some are likely to engage and share your content, become brand advocates. What if you could target these people directly?
You are able to measure the engagement of your users through tools such as Google Analytics, you can use this information to retarget these users based on their levels of engagement. If you wanted to includer those that have engaged with you socially, why not combine engagement with those that have visited from social networks.
The most highly engaged users won't hesitate to share your content with their peers.
7. Promotions you have run in the past
If you are a marketer you more than likely run plenty of promotions throughout the year to acquire your customers. However the people who visit your website are not always ready to purchase your given product or service, what is important is to make sure they remember your brand when they need a solution like yours.
This is actually what most businesses concentrate their retargeting campaigns on. Once the user visits your site, you show ads to the users when they visit other sites. This technique makes it easy to get your product or service in fornt of potential customers.
8. The email marketing combo
Wouldn't it be great if you could target those people that never open your emails or people who open your emails but never click on any of the links?
You more than likely have built an email marketing list. Think about all the people who never engaged, you could quite easily target just these users based on how warm they are, you could use your retargeting to show them content based on where in the conversion funel they are.
9. Running a content series
More often than not, cold prospects do not want to divulge their email addresses to you right away. If that is the case for you and your site, try creating a series of content and retarget them from piece of content to the next, and what's great about this technique is that you don't need to have their email address.
A sample email series could be:
- User visits blog
- You retarget them to a different piece of content
- You retarget them to a landing page of your product
- You retarget them to a piece of crucial content that requires them to exchange their email address with you in order to download the piece of content.
10. Page based retargeting
One of the most common techniques is to simply show a user content based on content they have already visited on your site. The content you would show people who have seen your pricing page is going to be different to the content you would show someone who visited only your blog. You could also try using this technique to show content to a user that is similar to content they have already seen.
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