In basic marketing terms, the more you can get potential customers to see your name, recognize, you, and know what you do, the more likely they will be to buy your products or services. This is one of the reasons you see so many advertisements for Coke and Pepsi. In order to move their profits only a fraction of a percentage point, they will spend millions of dollars just so you will see their name anywhere and everywhere.
Today’s internet marketing world offers some great ways to continually engage with prospective customers and past customers to keep their interest and their business. Email marketing, personalized landing pages, social media engagement, and more are used to interact with customers on a large scale and keep them interested and focused on your brand. It’s also a reason companies work so hard to create websites with great SEO. A great SEO implementation on your website will guarantee that the people who are looking for you will be able to find you. SEO is a great tool in your marketing toolbox that will bring in new and returning customers.
One of the ways to increase your SEO is though internet marketing campaigns. If you can get other high-traffic sites to link to you, you’ll boost your SEO. And if you can run advertising (like banner ads and such) on targeted websites, you can increase your brand awareness and site traffic, again, boosting your SEO. So if you’re thinking about running an internet marketing campaign to drive more traffic to your site and increase your SEO, maybe it’s time to look into a retargeting campaign.
First of all, let’s talk about what retargeting is. Retargeting is a process whereby you can target previous visitors to your site with ads across the internet. Basically, retargeting is a way to re-advertise to people who have already visited your website (or certain pages of your website) in order to increase the chance that they will go back to your website and make a purchase. It’s a way to continue your interaction with users who have very little official contact with you, but who already know who you are.
Can you see how this could be useful, not just for increasing SEO, but for increasing your profits? A retargeting campaign has a better chance of bringing users back to your site than straight, general banner advertising. A retargeting campaign can really give your product, your brand, and your website the boost it needs to get a leg up on the competition.
If you’re already familiar with using display networks, you already have an idea of how retargeting works to boost your SEO. Services like Google Adwords and others place your ads across the internet based on keywords you choose, and are linked up with the sites that are most likely to match your keywords and drive traffic to your site. Retargeting takes this process a bit further.
In retargeting for SEO, you can place a pixel on any or all pages of your website (and you can place different pixels on different parts of your site). These pixels activate cookies in the browsers of your site visitors that identify them as your site visitors to other websites when they surf the web. When a user who has previously visited your site goes to a site with a display ad network, the code on the site will recognize the pixel and display ads that are specifically targeted at users who have already visited your site. This has a tremendous advantage over other forms of advertising because it allows you to specifically target people who already know who you are—giving you the chance to create more specific, targeted advertising. And, as we all know, the more specific and targeted a marketing message is, the more likely a potential customer is to click on it, giving you great SEO and more site traffic.
One of the great things about a retargeting campaign is that you can track some fantastic metrics that will help you increase your site SEO. Most banner ad marketing metrics will only focus on click-throughs and conversions, but retargeting—because of the way it is tracked—also tracks view-throughs, which can give you some great insights on the places your users are visiting to get to your site and what path they follow to finally buy something on your site and become a customer.
This data can be extremely valuable for increasing your SEO. If you see increases in traffic from certain sources, you can certainly boost your SEO by going directly to the site owner and talking about backlinks and advertising. And, knowing where your retargeting traffic is coming from, will also give you a better idea of the kind of customers you are dealing with, giving you more ideas for keywords and content that you can use on your own site to refine your SEO strategy.
Retargeting is a great way to increase engagement with your audience because it is less formal than other forms of advertising. In most advertising, like banner ads, you have to go into it with the attitude that viewers have never heard of you before—a cold-call mentality. But with retargeting campaigns, potential advertisement viewers already know your brand and have seen your website. This gives you the freedom to play around, be less formal, and be more targeted. This type of advertising is more engaging and will help create a better company image as well as boost your SEO through increased conversions.
Retargeting is great, and it will boost your SEO if done right, but don’t get carried away. If you pour too much money into your retargeting campaign, you might experience a backlash from users who are seeing too many of advertising message from you—which can hurt your brand image and lower your SEO. But each industry and product is different, so play around with the amount and frequency of retargeting campaigns and find the sweet spot that will work for you and your brand.
Brad Anderson is the Founder and CEO of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association