Display Advertising – Retargeting for Customer Drop-off
Display advertising today is driving sales for some of the biggest and smallest brands. The online channel has evolved today to become an extremely strong tool to reach your target consumer online. To really understand the value of display ads a marketer must learn about the unique ways it can leverage the channel to meet its consumers needs. In this post I am going to focus on a personalized form on display advertising, called retargeting.
Retargeting is truly a basic concept . It allows brands to serve display ads only to those people who have visited their website or other online owned property. Most brands only leverage this technology to enhance their standard display ad campaigns. This will prove to be more effective than standard display ads but it doesn’t even come close to the power of retargeting.
Retargeting should be used for valuable online objectives: reduce customer drop-off, fight to obtain ZMOT (Zero Moment of Truth),
If your site has any type of process involving steps the online consumer has to complete, you know there is a significant amount of customers who stop during the middle of the conversion process, called drop-off customers. Retargeting can be used to serve unique creative to consumers based on how far they made it through your conversion funnel. The customized creative will encourage them to repeat the process and complete the desired conversion. A great example that is used to encourage conversion from drop-off customers is cart abandonment ads. Cart abandonment is when a user visits a site and adds products to a cart but decides to leave the site without checking out the products in their cart. Display ad retargeting allows us to serve ads to the customer that include the products that were added to the customers cart but not checked out. The same methodology of cart abandonment display ads can be manipulated to best meet the needs of your conversion funnel. educate your customers about new offerings and encourage customer loyalty.
This was just one example of how you can use retargeting to meet your business objectives. Evaluate how you could use this unique technology to grow your online business and build your brand online.