Consider the following facts,
- Display Marketing only brings in 1–2% of the total targeted audience.
- Most of the traffic you acquire from any channel will bounce. You will be lucky to have bounce rates less than 40% from any channel.
- Most of the Landing Pages have a conversion that is less than 2%.
- In highly competitive landscapes, your CPC can go up to USD 30+
- Conversion rates from paid traffic are always less than the organic traffic.
- Building Organic traffic takes ages and Google definitely prefers the old vs the new.
With this context, you will be wondering, if its worth the effort to push for online marketing. Or is there a way to increase the ROI?
A Case for Digital Advertisement
The digital advertisement has taken over TV, Print, and all other formats recently. Total Global Spending is nearing USD 250 Billion Dollar.
In the USA, now the Internet makes 38% of the total advertisement spent. Definitely, advertisers are seeing the value and trying to capture customer attention for digital content.
In terms of platforms and channels, we are living the age of Digital Duopoly, where Facebook and Google are making the most out the digital spent.
10 Million + advertisers are using Google, while 7 Million + are on Facebook now. Both platforms make the major chunk of their money from Advertisement.
With this context, still, a majority of the advertisers lose money via digital or can’t seem to justify their return on investment. There are many ways to fix these issues as there can be many factors resulting to such losses. Yet, the most effective and one that can turn your ROI around is retargeting.
With retargeting, yes, you have the option of increasing the odds of your success. Retargeting is a method of placing adds to the visitors that have already visited your website. Retargeting helps you in recapturing the visitors and increasing the ROI of your ad spent.
Let’s dive into the mechanism of getting it right.
Any customer that comes to your website, will either convert or bounce. Conversions usually are around 2% of the traffic. Meaning the rest 98% is a lost cause or an enigma for you. It could be wrong targeting or a lost opportunity.
One way to resolve this issue is to capture and understand their motivation. This can be done by assessing their online behavior.
So, let’s look at a case. You advertised and brought in a certain number of targetted visitors to your website. There will be a good portion of the customers that aren’t simply interested. Let’s say 50%. 2% bought your product. Now, you have a good 48% of the chunk that came in with an interest but wasn’t motivated enough to buy.
With a good analytics setup, you can always measure the behavior of your visitors. There will be customers, who didn’t buy, yet, interacted a lot with your content (Group A). They viewed 3–4 pages. Others only had 1–2 interactions (Group B) and rest with no interaction at all.
With the above knowledge, now you have two customer segments that you can retarget. One with the strong desire Group A (3–4 interactions) and the one with the weak intention Group B(1–2) interactions. You are assigning intention, based upon their interactions.
Now, with the above knowledge, you can send group A, an offer with a certain percentage discount. And for group B, you can send a customer review or testimonials to further strengthen their desire to purchase.
All above pushes will help you to retarget and get the better ROI for your budget.
As per the experts, most of the advertisers, who combined Google CPC with Display or Facebook Retargeting, have seen around 30–35% increase in their ROI.
This makes retargeting a must for each marketer.
In the above case, we retargeted based upon the motivation. But there are many factors that you can play with.
The more you know about your customers, more power you will have. If you can get their demographics data, your channel preference, their digital behavior, the timing of their interactions and so on, then you have more knowledge to test out other factors.
So with retargeting, you have all kind of options available to work with. You can retarget your customer through a preferred channel, be it social media or Display.
Within social media, dependent upon your customer demographics, you can target via FB, Twitter or LinkedIn. Or you can go back to search or display retargeting.
In the above case, to be effective at retargeting, you need to identify the motivations and then prioritize budgets accordingly. This requires a lot of analytical work and also the ability to capture as much as you can. A simple starting point could be the use of Google Analytics to start off the process.
Consider a case, where your customer came in and as per your analytics you could segment it to be someone who is active on Instagram during the weekend. So, running promotional campaigns via Instagram channel will have better ROI than spending money via GDN.
More knowledge equals more power and better ROI.
Above discussion, is an intro to start looking at retargeting a must for your digital marketing efforts. You need to work with the existing platform and 3rd party tools to setup advertisement stack to help you achieve your marketing objectives.