Retargeting
Who is Retargeting?
Ever wanted to increase the conversion rate of traffic on your site? Retargeting can save the day. Often engaged consumers leave websites early, before registering, buying or downloading your product. Maybe the consumer became distracted, maybe hungry – this is not the fault of SEO, it is a simple fact of life and happens even to the best of sites. Ordinarily these users would be lost to the ether, but retargeting helps avoid these lost sales being squandered; showing adverts retargeted only to those consumers who have previously visited the site, yet failed to buy.
What are his powers?
Sequential Retargeting
Users who just visit a homepage are not the same as those who look at product pages. Those who put items into the online shopping basket then leave aren’t identical to those who go on to buy. These consumers are different, and should be treated as thus. Consumers browsing through products without buying will likely respond best to messaging relating other available products. Those who put items in the shopping cart but fail to buy most likely know what product they want to buy and should be shown creative relevant to that specific unit. By retargeting users at each stage of the conversion process separately, we are able to deliver the most relevant messaging, resulting in considerable sales uplift.
Dynamic Creative Optimisation
Using our creative system we are able to create custom banner advertisements tailored to each user’s characteristics. The creative self-populates in real time, and allows us to take into account the user’s location, demographic data, 3rd party data or type of site on which they are browsing. This data allows us to deliver creative to the user with creative messaging, product images and information or any other desirable information which are most appropriate to the user. We are able to work with ecommerce sites with 100,000s product SKUs, and still ensure that the ads we deliver are unique. Over time our system analyses the combinations of creative elements, and optimises the combinations of creative used for each user. We have a wide range of templates we can use across different verticals, but are also able to design our own in-house to suit the needs of the particular campaign. Below we show some of the templates across different verticals which we have available.
The CTRs for DCO are typically 10X that which would be delivered by standard display adverts, and rival that of search. By including transaction elements (e.g. a booking form for accommodation) in the banner itself this can boost conversion rates significantly by forgoing the drop off from the landing page, and going straight to a sales page.
Dynamic Creative Retargeting
Grow the power of retargeting, by making adverts even more personalised. We collect information on which products the consumer viewed on the client website then are able to retarget users with creative containing the specific product information. This works particularly well on ecommerce sites which have a high degree of repeat visits. For example a user looking at a shoe on an online retailer’s website could be retargeted with a scrollable selection box showing other related SKUs, or bestsellers.
This targeted advertising results in much higher click through rates than vanilla retargeting, and up to 15 times that of standard display. The CTRs for this strategy are typically >1% and can often exceed paid search. Targeted adverts can also be used to effectively up-sell and cross-sell products. This strategy is useful for ecommerce models where there is a large product range, and helps grow customer value.
Paid Search Retargeting
PPC advertising on Google is a great way to get users near the bottom of the conversion funnel to visit your site, with the likelihood that they will go on to convert. How about all of those users who click on PPC ad but fail to convert? By interacting with the client’s paid search team we can set up a keyword specific paid search retargeting line. Each of the users who click on an advert relating to a specific keyword can now be retargeted, ideally with creative messaging relating to that word. This is a great way to expand the results PPC, and reduce the fall off of users not progressing past your landing page. In a number of white papers there has shown to be evidence that using paid search retargeting in cooperation with PPC, increases performance of PPC as well. We are able to offer this product on a CPC basis.
Lifetime Targeting
If the client revenue model depends on a revenue stream over time rather than a one-off sign up, GDM Digital can help with customer retention, and increasing customer lifetime value by Lifetime Targeting. We are able to retarget consumers dependent on the length of time since last site visit. If a consumer signs up for a service but falls dormant after initial use, creative messages relating to the service can help drive customer activity; improving retention rates, and improving customer value.
Mission Accomplished
- Reach engaged customers
- CTRs up to 15x standard display (often >1%)
- Click to convert rates up to 10x better
- Cross-sell products to your existing consumer base
- Significant uplift in PPC performance
- Increase average customer lifetime
