A stream of consciousness while browsing online: “I know I’ve seen that actor in something else… I’ll Google it quickly… Hey, there are those shoes I want (click).”
There’s no denying the effectiveness of retargeting. The potential for conversions and sales are heightened when the consumer has already shown interest in a specific product or service. In fact, eMarketer reports that nearly 3/5 of online buyers notice these targeted ads, and the overall reaction is more positive than not.
“With retargeting, digital media is finally delivering on its promise to change the rules of the advertising game.” – Search Engine Journal
Retargeting is advertising in real-time, based on intent. Staying in front of the consumer is vital. Retargeting is a valuable addition within the purchase path, nudging potential conversions along. This type of advertising is relevant both on websites and social networks – reaching consumers where they’re browsing and making a lasting impact.
As shown above, the top retargeting goal reported by media buyers (unsurprisingly) is to increase revenue. Increasing site engagement is next – Leading those consumers who have previously taken an action demonstrating interest back to the site. This is related to the third most popular goal: “Conquest customers from competitors.”
Over half of consumers in this eMarketer study said they visited two or more sites when researching their last purchase. Therefore, retargeted ads are necessary not only to stay top-of-mind, but to stand out among the competition. Your ad may be the deciding factor that leads a consumer to choose your site over another.
30% of shoppers start their holiday shopping before Halloween, and almost half of them plan to do part of this shopping online. Retargeting will make an immense impact on the consumer purchase path – putting your products and services ahead of the rest and increasing click-through rates and sales.