What is retargeting, and what does it mean for your trade business?
What is retargeting?
Also known as ‘remarketing’, it’s a form of online advertising that helps to keep your brand in front of the eyes of web traffic, after they leave your website. Statistics suggest that for most websites, only 2% of web traffic converts on the first visit. Retargeting is designed to reach the 98% of users who don’t convert straight away.
How does retargeting work?
Retargeting uses cookie-based technology to anonymously ‘follow’ your audience all over the web.
It works by placing a small code on your website, that goes unnoticed by visitors. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when the visitor with the cookie browses the web, the cookie will let your provider know when to serve your ads, ensuring that your ads are shown to people who have previously visited your site.
So, imagine someone leaves your site, searching the web for your nearest competitor. Low and behold, there you appear again, waiting to be ‘clicked’. It’s genius.
When does retargeting work?
Retargeting focuses your advertising spend on people who are already familiar with your brand, people who have already demonstrated interest by visiting your website.
If Adwords, content marketing and targeted display ads and other marketing campaigns drive new traffic to your website. Then, retargeting gets the most out of that traffic by driving it back to your site for a second time to help increase conversions!
For a trade business, you’d be retargeting visitors to your website in the hopes they’re still in the market for a plumber/electrician/builder/other.
And even if the customer still doesn’t convert after clicking on you a second time, you have made an impression on them, come to the forefront of their mind once again, and increased your brand recognition.
It’s pretty easy to set up and launch a retargeting campaign. It’s also just as easy to make mistakes. So, like any new undertaking, make sure you do your research on implementation and best practices. You can also work with a service provider who can manage the whole campaign for you.
Good luck, and happy retargeting tradies!
What’s next?
- Join our Kick-Ass Tradies Facebook Group, for access to trade business specific conversations, tips and resources, plus a like-minded community of tradies.
- Book a 15-minute Game Plan Call with Andy, owner of Dr. DRiP plumbing and co-founder of Lifestyle Tradie, to clarify your priorities and get clear action steps.
