Retargeting & Audience-based Campaigns
Keeping a prospect to stay interested is just as hard as catching their initial attention
In fact, it’s rare for prospects to become leads on their first visit. With retargeting (also called remarketing), you can reach those who have visited your site but who haven’t converted into leads. With this data, those prospects are retargeted and shown video or image-based ads (known as display ads) that can remind them to get back into dialogue with you or complete a call to action.
You can reach these prospects in several ways:
- On the Google Display Network – place ads on any of Google’s network of 2-millions publishing partner sites, as well as on YouTube, on Gmail and in apps.
- Remarketing Lists For Search Ads (RLSA). This allows you to strategically reach users who have previously visited your site and are on Google searching a related keyword. They will be shown a text ad (also called a search ad) which can take them straight to relevant content on your site.
- Through retargeting platforms such as Perfect Audience and AdRoll.
Campaigns based around Specific Audiences
You can target Custom Audiences which have been built from segments of people who have visited certain pages or from emails gathered in a list. This targeting can be used to reach prospects that are in a specific industry, showed interest in a specific feature or meet multiple criteria. For example, a special offer to all who have previously signed up for a software trial and who have searched for your kind of software using the keyword “sale”.
How this Helps your Lead Generation
No matter which of these audiences you use, the costs per click are less expensive, and conversion rates are higher than standard Pay-Per-Click. This is because you are not bidding in a highly competitive setting, you are bidding on clicks for an audience that is small, and unique to you.