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The Role of Retargeting in PPC Strategies
Retargeting is an online advertising that relies on pixels or cookies to track visitor behaviour on your website or app. It then displays adverts on other platforms or websites. If you have a visitor that explores your website but leaves without converting, you can use retargeting to show them adverts with free offers or discount codes on the other sites they visit, whether it's Google, Facebook, or another network. Retargeting is effective in boosting brand awareness, customer loyalty, and improving conversions, helping you reach people that have already shown interest in your brand in the past.
Using retargeting in your PPC campaigns is an effective method that can boost conversions, visibility, and customer loyalty. This involves creating a retargeting list, advert, and campaign. The list is those that have visited your site without taking action, such as abandoning a shopping cart. Your list can be made using Google Analytics, for example.
The retargeting campaign uses the same steps as your regular PPC campaigns, with some adjustments, such as setting higher bids, excluding customers that converted, and choosing a lower frequency.
In order to ensure your retargeting PPC campaign is working, you will want to track it's performance on a regular basis. You can rely on impressions, clicks, conversion, cost per conversion, cost per click, and return on advert spending. Compare the results of your retargeted campaigns against your regular PPC campaigns to see how they affect your goals and strategy.
In order to optimise your PPC campaign you will need to test your ads and campaigns using A/B testing. You can also rely on feedback surveys and reviews to determine the needs and pain points of your audience.
Retargeting in PPC can be very beneficial for businesses, boosting brand visibility, trust and conversions, along with reducing cost per acquisition. At the same time, it does pose some challenges you need to be aware of. Users may become irritated or annoyed when constantly receiving irrelevant adverts. It is not uncommon for users to have security concerns that you are using their data without their consent.
Overall, retargeting PPC campaigns can be a great asset, helping you reach an audience that has already showed interest in your brand, products, or services. It acts as a reminder to what you do and offer, boosting brand awareness and recognition online. Do you need help with your retargeting? Get in touch with Genie Crawl today for assistance.
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