Do you need to drive action across diverse industries? Here’s how.
In the dynamic world of digital advertising, strategies must constantly evolve to cater to unique business needs. While retargeting is commonly associated with e-commerce, its adaptability extends beyond online shopping. From boosting leads and hotel reservations to amplifying program applications and audience recall for public service announcements, retargeting can revolutionize advertising in sectors like government, education, B2B, and hospitality. It’s a versatile component of any comprehensive media plan.
Understanding Retargeting
Retargeting is a method for reaching people who have engaged with a brand’s online presence. These interactions include visiting the company’s website, subscribing to an email list, or engaging on social media. The aim is to re-engage these users, who are already familiar with the brand and guide them further down the conversion funnel.
Benefits of Retargeting
- Reaching the Bottom of the Funnel: Retargeting focuses on an audience that is already engaged with your brand, ensuring that your ads reach a warm audience.
- Cost-Efficiency: Retargeting ads typically have a lower cost-per-click (CPC) than search ads, as you target users with a higher intent to convert. AdRoll (2023) states that retargeting ads can reduce CPC by nearly half.
- Automation: Retargeting lists are updated automatically, allowing users to see your ads almost immediately after they leave your site.
- Positive User Perception: Retargeted ads resonate with users due to their relevance. Two-thirds of people notice retargeted ads because they previously researched the product or brand. Moreover, about 30% have a “positive” or “very positive” opinion of retargeted ads (Costello, 2019).
Audience Recall
Retargeting effectively ensures that important messages, such as public service announcements related to public health or public safety, remain top-of-mind for the audience.
Lead Generation for Service-Based Companies
Service-oriented businesses can utilize retargeting to nurture leads by reminding potential clients of their services and encouraging them to take the next step, such as submitting a contact form or scheduling a consultation.
Enhancing Program Applications
Educational institutions and other organizations can use retargeting to remind prospective applicants to complete their program applications.
Linking to Resources
For campaigns aiming to distribute information, such as health advisories or community resources, retargeting can guide users back to crucial content they may have missed or need to revisit.
Retargeting is a tool that transcends the boundaries of e-commerce. Integrating retargeting into your media plan can elevate engagement, drive conversions, and optimize your advertising budget. For industries like government, B2B, and hospitality, retargeting presents a novel perspective on digital strategy, positioning your brand as a pioneer in innovative advertising solutions. If you’re looking for expert support, you’re in the right place – reach out to Russell Herder’s digital team today.
