Business
remarketing and
retargeting advertising
what’s the difference?
E-commerce is an incredibly valuable
industry. If you sell anything on your site,
you know how important it is to get people
there. With that in mind, it’s even more important
to convert those people to customers. This is
easier said than done. Most first-time website
visitors are not ready to make a purchase. In fact,
the average website conversion rate is less than
three percent.
This gives you the challenge of engaging the
remaining ninety-seven percent of visitors to your
site. Remarketing and retargeting advertising are
both ways to do this: but you cannot succeed at
them without understanding their purpose. They
may sound interchangeable. But remarketing
and retargeting are two drastically different
approaches that work together towards the
same goal. Read on to learn more about these
marketing tricks.
the necessity
We mentioned that the average conversion rate
for most websites is low. This can lead some
business owners to take this information out
of context and make a disastrous decision; like
reducing their devotion to effective product
promotion. But while it’s understandable that
these low rates can be disheartening, they only
signal a new opportunity.
This is an opportunity that can never be found
without a dedication to SEO, PPC, and social
media advertising. Because you need that first
time click to bring customers back.
Simply put, the low conversion rate of most
websites only applies to first-time visitors. The
more often somebody visits a site, the more likely
they are to hit the “buy” button.
Getting second-time visitors is the challenge
you have. Remarketing and retargeting are both
necessary practices to get you there.
retargeting advertising
Browser cookies have become the e-commerce
website’s best friend. This is because a retargeted
advertisement can be an incredibly successful
way to bring customers back to your site. Simply
put, a customer is extremely likely to leave your
site to look at another. When that happens,
cookies in their browser follow them to the next
site and plant ads to bring them back.
While there has been some backlash against
digital marketing practices, retargeting
is still well-received by customers. While
the vast majority of customers know that
you’re doing this, they also aren’t bothered.
Almost 90% of your customers will feel either
positively or neutral about it. Because of this,
it’s a great way to stay in the mind of customers
without alienating them in the process. But
it isn’t the only approach you should take.
the value of remarketing
Remarketing can be extremely similar. In both
cases, you bring back former visitors through
ads. But the difference is what you base it on.
Remarketing advertisements work by connecting
to the e-mail address or online accounts of
customers. Things like Facebook and Google
accounts make it easier to follow a customer
from place to place.
There are a lot of great services for remarketing.
And when combined with a solid retargeting
strategy, you can significantly improve your
store’s conversion performance. Your customers
are easily distracted. So make sure they remember
to focus. Article by Dale Harris
46 WomanToWomanMagazine.com