If you suspect that your marketing campaign isn’t driving sales as efficiently as you’d like, much of your progress – or lack of it – could be down to targeting.
At Vitale Digital, one of our key focusses is putting your ads in front of an audience that is receptive to your product or service. This means choosing the right channel, content, time and device. We do this through intelligent-targeting, which involves using a variety of techniques to refine your audience and maximise return on investment (ROI).
We have found three of the most useful intelligent-targeting strategies to be remarketing, contextual ads and identity-based marketing (custom and lookalike audiences).
Remarketing to an interested audience
Getting people to visit your site can be tough. Being able to track them when they leave gives you a significantly greater chance of increasing your conversion rates and ROI through remarketing (also known as retargeting). This can even be targeted down to the products they have abandoned in their shopping trolley.
Google and social remarketing offer a form of display advertising that shows targeted ads to users who have already visited your website. After leaving your site, they will see your ads when browsing Facebook, YouTube and other websites within the Google Display Network.
How does remarketing work?
Remarketing uses pixels or tags as tracking data and, in particular, the Facebook pixel or Google tag.
A pixel or tag is a snippet of code that you place on your website and works by placing and triggering cookies to track users as they interact with your website and social ads.
Why does remarketing work so well?
Having already visited your site, the remarketed ads are reaching people who are already familiar with your product. Remarketing keeps your brand in their mind and may just entice them back to your site to make a purchase or other action. We also find that the click through rate (CTR) is significantly higher for remarketing than straight display advertising.