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Tips for maximizing retargeting efforts to increase customer conversions

by | Jun 21, 2019 | Analysis, Public Relations

The marketing campaign got to Jane. She clicked on a social media ad for a stylish new dress that looked like it would fit her perfectly. She added the dress to her shopping cart and clicked through to check out the final damage with tax and shipping.

Although Jane could afford to make the purchase, something made her hesitate. “Maybe I don’t actually need this dress,” she thinks to herself. As she exits the website, the dress is quickly forgotten.

But the next time Jane logs on to her Facebook, she sees more ads for the same dress. She does research for an upcoming project that’s due, and on the sidebar of the websites, she visits she starts seeing ads for the dress again.

Soon enough, Jane finds that the dress takes up more space in her mind. Within a few days, she’s back on the website, making the purchase she debated on earlier. The dress is hers!

Generally speaking, customers don’t make a purchase on the first time visit to a website. This can be attributed to several different things, but much of it comes down to a customer not being ready to “pull the trigger,” so to speak.

Unless a customer pulls up a website with the direct intention of making a purchase, the likelihood of them abandoning the cart or changing their mind remains high on that first visit

So what can be done to help nudge these prospective purchasers along? This is where retargeting or remarketing comes in.

Retargeting, which can be done through popular avenues such as Google Ads or Facebook, shows ads to customers based on their recent internet history. The process utilizes cookies to store this information and determine which ads to show to customers.

The result is that any website that has enabled Google AdSense can potentially show relevant ads to consumers who have visited the website of a business before but have not made a purchase. These ads, which follow the customer around, serve as little reminders with calls to action to go back and make another visit to that website.

While retargeting must be done tactfully, this is a highly useful tool to help combat abandoned carts or lost sales due to indecision

So what should these ads look like? First, they should be visually appealing and not burdened with an excessive copy. The ads should also have a clear call to action to return to the site, make a purchase, or book an appointment.

Google Ads and Facebook both make this process relatively painless, allowing public relations pros and marketers to enter in taglines, keywords, descriptions, images, and video. The platform then automatically generates ads that can be circulated without any graphic design know-how.

Another form of retargeting, if the website allows, is to send emails to customers who have abandoned carts. This can be an automated message generated when a cart is abandoned, but it’s important to make sure that the copy of the email is inviting, personal, and engaging.

By focusing some attention on retargeting customers who may have had second thoughts about making a purchase or booking an appointment, brands can increase their conversion rate and obtain new customers with little effort needed.

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Ronn Torossian
Ronn Torossian is the Founder and Chairman of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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