THE WHAT, HOW & WHY…
What is website retargeting and how can your company benefit from it?
Website retargeting is a form of online advertising we use to recapture potential customers who did not take a predefined action when they visited your website. This predefined action is known as as a “conversion”.
What platforms do we use at CFM?
We set up retargeting campaigns using both Google Ads and Facebook Ads. The key to an effective retargeting ad campaign is using both these platforms. We aim to assist you in reaching as many potential customers using the most effective digital tools available.
The following steps show how we set this up:
We look at your SEO scores (search engine optimisation).
SEO allows Google to understand your website better and to show your information to the right people.
We set up your company’s Google Business Listing.
A Google Business Listing allows customers to find you on Google quickly, it provides easy access to your contact information, offers a place for customers to review your business and most importantly, leads customers to your website.
Start a Google Ads campaign targeting customers to your website using key phrases. For example, if you are an estate agency, we will use keywords in the line of ‘properties’, ‘property investments’, ‘house’, etc.
The success of your Google Ads campaign hinges on your budget, your website’s SEO score, your Business Listing, as well as the use of appropriate keywords.
Create a Facebook pixel for Facebook Ad Account.
Facebook has changed a lot through the years and continues to evolve with new features added regularly. One of these features, the Facebook Pixel, allows us to integrate a little piece of code on your website that’s linked with your Facebook Ad Account. It enables Facebook to track which users to your site have an active Facebook or Instagram account and (in layman’s terms) creates a connection between your website and their social media account.
Build your audience
Can you see the pieces coming together?
- We use a Google Ads campaign to drive traffic to your website.
- We then use a Facebook Campaign to target this specific audience – as they are the only ones who will see this particular ad.
This is only one of the many ways we utilise Facebook Ads and retargeting remains one of the most effective forms of online advertising and is used by companies to convert the majority of their traffic. Experts predict that within the next few years most, if not all, display ads on the web will be remarketing and retargeting ads.
Retargeting is so effective because it helps you stay in the forefront of your potential customers’ minds and enables you to bring them back to your website when they’re ready to convert. Every time your potential customer engages with one of your retargeted ads, you increase your brand recognition, and it becomes all the more likely that that shopper will eventually become a customer of yours.