Ad retargeting is an advanced form of marketing that displays relevant online ads to customers who have already shown an interest in a commodity. For example, let's say a person visits your apparel website and looks at a specific hoodie without buying it. Later, that person is browsing their Facebook and comes across an ad for the same hoodie. This strategy, when implemented correctly, can yield a 50% increase in sales! Here's how it can boost your e-commerce conversions.
How Ad Retargeting Boosts E-Commerce Conversions
A successful retargeting strategy involves segmenting your audience based on their interests, intents, and shopping style. This can help ensure their experience is relevant and incentivizes them to come back to the site. For example, you can segment your visitors by how long it's been since they visited the site; someone who visited yesterday wouldn't see the same ad as someone who visited six weeks ago.
Segmented audiences also help you show different ads depending on the prospect's level of interest. For instance, ads with discount codes work very well for "cart abandoners," while carousel ads might be more effective for those who only visited your product page once.
Creating visually appealing ads is vital to a retargeting campaign. Many other factors go into crafting an effective ad as well, like an eye-catching headline, compelling copy, and a strong CTA. Split-testing different versions to discover which ones drive the most conversions is essential to optimizing the effectiveness of the campaign. For example, many brands find they have more success with ads that contain images of people than ads that don't.
The timing of a retargeted ad is also crucial to the conversion rate. Showing too many ads is annoying and can result in "banner blindness" where the prospect no longer notices them. On the other hand, not showing them often enough means your message may not get through.
Although there's no "magic number" that applies to every company, the general rule of thumb is to set a lower frequency cap for raising brand awareness and a higher frequency cap for retargeting users who are already familiar with your product. Again, split testing can help you find the sweet spot that yields the highest conversions.
One marketing study found that sticking with the same ads for too long can decrease the click-through rate by almost half. This is once again a product of "banner blindness," where prospects essentially stop noticing your ad because they've seen it too many times. To avoid this issue, successful retargeting campaigns will rotate through multiple ad sets with different images, headlines, and CTAs every couple of months.
The burn pixel is used to remove customers from your retargeting campaign, so you aren't advertising to those who have already made a purchase. Essentially, it is a simple code embedded on the order confirmation page that removes customers from your target audience list. This way, you conserve your marketing budget by only showing ads to people who have yet to become customers.
Now you can see why so many businesses choose to use retargeting to boost sales; it's one of the most potent marketing strategies on the internet! Need some help implementing your own retargeting campaign? Contact us at Go Lead Consulting today!
One of the most essential components of running a firm is acquiring new customers. And one of the simplest methods to accomplish it is to send targeted visitors to your website. That may seem simple, yes? Fortunately, these tried-and-true techniques not only improve website traffic but also conversion rates.
How to Increase Website Traffic in a Way That Leads to Sales Conversions
Implement an Effective SEO Strategy
One of the most powerful methods to drive high-quality traffic to your website is via search engine optimization. When your website is among the top rankings on the Google SERPs (Search Engine Results Pages), you not only get more traffic, but the people who are clicking through to your website are already interested in your offerings. Quite often, they're even ready to buy!
It can take time for SEO efforts to yield results, but it's well worth the effort. Once your page ranks for the right keywords, Google will drive new customers and sales day after day for weeks, months, or even years!
Use Google AdsAnother way to get high-quality traffic is by investing in Google Ads. With Google Ads, you only pay when a user actually clicks on your advertisement and goes to your website.
This strategy works well in conjunction with SEO, especially for pages already ranking on Google. It essentially doubles your visibility in the SERPs, making it even more likely for potential customers to click through to your site!
Utilize Social Media MarketingSocial media marketing is another powerful tool for traffic and conversions when leveraged correctly. Platforms like Facebook, Twitter, Instagram, and TikTok are great for establishing a connection with your audience and cultivating a brand that your audience knows, likes, and trusts.
The key with social media is to post valuable, engaging content consistently. Start with one platform as your resources permit, and spread out to other platforms as your brand grows!
Optimize Your Site for Best User Experience
One of the best ways to boost your website traffic is by optimizing your page's user experience. By this, we mean making it as easy as possible for visitors to find what they are looking for within moments of arriving on your landing page, whether they're searching for a specific product or trying to complete an action - like making a purchase.
A positive page experience is also valued by Google, which means it's good for SEO too. You can't go wrong with a minimalist, clean layout; the page will load faster, and there's less to distract the user from taking the desired action.
Include Strong Call-to-Action (CTA)Strong CTAs added to social media posts, site content, and cart buttons are proven to increase conversion rates. Use verbs like "claim," "shop," and "save" to encourage prospects to take action. For example, "claim your discount" or "save your spot" are both great CTAs.
Add a Pop-Up Lead MagnetConsider adding a pop-up sign-up form that offers something of value in exchange for the visitor's email address, like an ebook or a free webinar. This way, even if the visitor does not become a customer, they become a lead that you can nurture (and eventually convert) with email marketing.
These are just a few ways you can increase your website traffic and boost conversions. Need some help implementing these traffic-boosting, customer-winning strategies? Request your free marketing analysis today, and we are happy to help you reach your sales goals!
With so many in-person sales opportunities shut down in 2020, many brands began to reach out looking for new strategies to connect with their audience with sales messaging while they were unable to visit networking events or sell easily inside a brick and mortar venue.
It became clear that until that point, many of these companies thrived without doing much work online, but the moment required stretching and planning new ways to operate. Now, those business leaders understand the value of having a foundational marketing strategy that incorporates online business endeavors such as digital advertising.
To help those seeking out strategies to use digital ads for conversions, we've outlined some information below to help define digital ads and share tips for optimizing your strategy to get better results.
What is Digital Advertising?
Digital advertising includes ads on search engines like Google; social media networks such as Facebook Ads, or display ads on web and mobile. Ads are one of the oldest and most common forms of advertising on the internet.
What is Digital Ad Tracking?
Digital advertising offers high definition targeting down to the individual user, allowing advertisers to reach the right audience with their message. For website retargeting, an increasingly common subset of digital advertising, marketers find their target customers through websites that are visited by consumers prior to conversion. With retargeting ads being served only when visitors have been identified as potential buyers (through cookies with some other form of validation), these type of ads provide extremely targeted marketing — a powerful way bring new leads into your sales pipeline.
Today's marketers have plentiful data, so we're able to target individuals we believe have buying intent based on their online activity. Tracking cookies allow us to see a history of each person's interest in news, websites they visit, places they shop, and what they search for. This allows us to know which IP addresses (the markers that show what device a person is using) to target and work towards a close.
The system can also go as far as providing a conversion cycle for visitors to your own website. A code added to your site tracks when a potential customer visits one of your properties such as your website or app. Once they visit a page you've tracked, the system knows they have interest and exposure to the brand and can target them with intention to close a sale. You can create sales cycles for each sales page of your website to stay in front of your target customer and consistently message them until they close a sale.
The goal of this strategy should be to encourage action towards completing whatever step comes next: whether it's making a purchase or signing up for more information. In other words, with digital advertising you are targeting those who would most likely already have an interest in what you're selling and able to keep in front of them, so they can be converted into a buyer.
What if My Digital Ads Aren't Converting?
Digital advertising is just one piece of a total system of closing sales for your business. It's important to make sure all of the pieces to your online business systems work in tandem to get the best results from each piece.
Every business is different, so what works for one company won't be the same best practices for another. If you're not seeing results from digital advertising, it may be time to optimize and review other aspects of your strategy.
Some areas to consider:
How Do You Measure Digital Ad Conversions?
Be sure that you are tracking conversions in an easy way. Statistics about each ad can prove useful as a starting point but don't get stuck there if you want to optimize your campaign. Even though many people measure clickthroughs, generally conversions are taken into account once a person takes an action on the landing page they were lead to after clicking through from an advertisement.
These actions include things like watching videos or filling out forms (signing up for more information).
Some conversion stats to consider include:
How Much Should I Budget for Digital Marketing Ads?
Once you know which digital platforms are best for you, how can you determine the amount of your budget to spend? You should always do a test campaign and allocate the maximum amount possible for each channel. If you see results and want to continue with that tactic, then adjust based on those results and what is available in terms of budget.
The bottom line is this: users are accessing information from smartphones at least once every 15 minutes , so they will likely see your ads multiple times per day (unless they opt out). By setting up retargeting through online advertising tactics, it's easier than ever to get more sales-ready leads into your funnel because you're targeting people who've already shown interest in your product or service.
Since these ads carry considerable weight in terms of their capability to convert customers, a good budget allows you to pay to be seen more often in a shorter period of time, which quickens the conversion path. Taking a smaller budget might also reduce your capacity to achieve real results.
For an easy calculation, consider the lifetime value of a single customer.
For example, if a product costs $30 and a customer typically buys monthly for 2 years, your customer lifetime value is $720. This means you can budget to spend about $72-108 per converted customer and get returns over $648 each over 2 years.
Digital ads can be extremely valuable as part of your overall marketing system and business foundation. With the right tracking and strategy, they can bring new leads into your sales pipeline. Remember that measurement is key to increasing conversion rates.
Need help getting started on digital marketing for your business? Go Lead Consulting can assist with setup and management of Google Ads and Display, and we can also provide SEO, writing and website redesign to help you get better conversions. Sign up for a free marketing analysis.
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