Getting More Out of Your Traffic Through Retargeting

By On 13, Dec, 2011 |  In: Internet Marketing |  | 0

On average less than 15% of unique visitors to your Website convert to a lead, if you have a lead generation Website. And only 2% of prospects buy online if you have an ecommerce store. This means that between 85% to 98% of your visitors are being lost with nothing in return.

As an Internet marketing company, we recommend that this is where retargeting comes in. It allows you to get in front of the remaining 85% to 98% of your prospects that come to your Website and don’t convert, so you can get as much from your marketing investment as possible.

Retargeting works by tracking the people who visit specific pages on your site and displaying relevant ads to them as they visit other sites on the Internet.

How Retargeting Works
Many people ask us how retargeting works, and it’s really quite simple. All you do is place JavaScript that is provided by a retargeting system such as Google Adwords or AdRoll. This code creates a list of prospects by placing cookies in their browser.

Ideally, you want to place the JavaScript on specific pages. For example, if you have a free download, it would make sense to place the script on the product and business overview pages, but it wouldn’t make sense to place the code on your career pages.

You can also use different JavaScript for each product line to create separate retargeting lists by product line. These lists enable Google, AdRoll, and other retargeting vendors to display your ads to prospects on these lists.

Why it Works
Since different people are at different steps in the sales decision making process, it allows you to keep your brand, products, and offers in front of your prospect so that when they are ready to take action, you’re a click away.

Retargeting Pricing Models
Each retargeting system offers different pricing models, so take the time to research their pricing and project out what a lead and sale may cost you. The pricing models include cost per acquisition (CPA) or cost per lead (CPL), cost per click (CPC), and cost per thousand (CPM). The key is to determine what your projected CPA and CPS will be.

If you have any questions regarding how to project costs, please feel free to comment.

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