Abandoning bounced leads can backfire big time. Say that 10x fast!
It is a no brainer that not everyone who lands on your website will end up converting to a sale, but that doesn’t mean you should give up on them. We sure as heck don’t, and here is why.
The fact that they went to your site at all proves that they were interested to some degree. That’s half of the battle...identifying who cares, even slightly, about what you have to offer. Now they just need a nudge in the right direction.
There are many reasons why a lead might bounce. Maybe they genuinely weren’t interested in your offering. More likely, they weren’t quite ready to buy. Maybe they were still researching the various product offerings. Maybe they did not have enough time to complete the purchase. Maybe, they got side-tracked before they could make a commitment. Whatever the case may be, retargeting can give you a second chance at a ‘first’ impression.
In fact, 3 out of every 4 web users now notice retargeting campaigns. This is vital in a landscape cluttered with advertising messages clamoring for the attention of customers. Sure impressions are nice, but these people have already visited our site Afterall, we are retargeting them. It’s conversions that we are all really after. Yet, this is where retargeting efforts really shine.
“Retargeted customers are three times more likely to click on display ads than non-retargeted customers,” said Wesley Farnam, CMO at The Idea People. “This can prove astronomical considering we have seen on average 70% of retargeted visitors converting on retailer’s sites.”
In fact, the average click-through-rate for retargeted ads is 0.7%! This is a huge improvement for regular display ads which see a click-through-rate of 0.07%.
How is retargeting so effective? “A big reason retargeting campaigns are so beneficial is the lead nurturing they provide,” said Farnam. “By providing additional touch points, consumers are guided further down the sales funnel than they otherwise would make on their own.”
Retargeting also helps keep your brand top of mind. This is especially important for products with a long evaluation period while the consumer is performing due diligence, thoroughly researching every avenue about that particular product. “Retargeting can help render a competitor's message less effective when your product advertisements appear alongside them. If performed effectively, you can almost drown out their entire message,” says Farnam.
As with everything in life, the key to successful retargeting campaigns is in the balance. Pursuing a customer with too much vigor can be off-putting, doing more damage to your marketing message than good. In fact, 37% of consumers surveyed report being put off by retargeting. “If used too frequently, it can come off as invasive and frustrating,” says Farnam. That is why we say it should be used to nudge them in the right direction, not force them.”
Luckily, The Idea People are here to help. Our in-house PPC professionals can handle any retargeting programs or campaigns that you may need, in addition to content marketing, social advertising, and content optimization. For more information, please reach us at 704-398-4437 or email us at firstname.lastname@example.org.