By Tim McLain
You do a lot to drive traffic to your website. Even if you’ve attracted a lot of first-time visitors, a large percentage of them don’t come back. However, you can increase the odds of them returning by running a cutting-edge “retargeting” campaign and converting Internet leads.
• Retargeting 101
When customers click on your ad, you want to be sure to engage them as much as you can to get them to call, set up a test drive, etc.
After a few minutes, your “qualified” customer may leave your site. But not before you’ve dropped a “cookie” into their browser. This little file will remain active for up to 60 days and track every site the customer visits, giving you the ability to make one of your display (banner) ads appear on the page.
In many cases, these retargeting “reminder ads” won’t necessarily generate a click. Instead, they’ll remind the customer about you and the model they’re interested in, triggering another search on Google, bing or Yahoo. When you have them re-engaged in online research, you’ll want to appear again in the top three slots of every search, and get them to click back to your website.
• How to “Turn On” Retargeting
Your digital marketing vendor can provide you with a special piece of code to install on specific webpages or your entire website. Once 100 “cookies” have been distributed to your potential customers’ browsers, your ads will start appearing to them on the websites you’ve selected.
To optimize results, be sure your campaign has all the popular banner ad sizes locked and loaded. You can control your budget, number of impressions, campaign duration, and more. Resist the urge to send them to your home page. Instead, create landing pages or inventory collections where clicks will “land” to increase conversions.
• Your Quality Score
Google assigns a quality score based on the number of times an ad is shown (impressions), the number of people who click it and how relevant the ad is to the user’s intent. Be sure your ads contain the same keywords as what’s entered by buyers. If Google sees that your ads match well with the user’s search intent, and your ads get clicked and shown often, that boosts your quality score.
The higher your quality score, the higher your ad will appear in search results (or displayed on a website for retargeting), the less you’ll pay per click, and the more times your ads will be shown.
by Tim McLain, Senior Marketing Manager for . Get in touch with Tim by completing the.