Have you ever browsed the Internet looking for a specific product, found it and then, for one reason or another, decided not to purchase it? Over the next few weeks that same product will pop up in ads all over the Internet. It seems like they never go away until you actually purchase the product.
A few weeks ago I was looking for a particular watch for my wife. Since her birthday isn’t for a couple of months, I decided to put off the purchase until a later date. Now, every time I venture over to my newsfeed on Facebook, I see that same watch being advertised. Genius, isn’t it?
Retargeting ads are triggered when a visitor visits a certain page on your website and doesn’t engage. When visitors leave, they will continue to see ads for that specific offer until they engage with you.
Think about your club’s trial passes. Statistics show that out of every 100 people who visit your trial pass page, only 15 to 25 percent fill out the form to receive their trial pass. For whatever reason, 75 percent or more visit the page and leave. What if you could latch on to these people and keep placing a trial pass offer in front of them as they browse the Internet, just like the watch that keeps showing up for me?
Retargeting takes care of this for you. If your club has implemented a well-rounded inbound marketing strategy to drive more leads, you likely will have many landing pages set up to satisfy various parts of your club’s sales funnel. A certain number of people will visit each page, view the offer, and then leave without filling out the form. Retargeting ads are triggered when a visitor visits a certain page on your website and doesn’t engage. When visitors leave, they will continue to see ads for that specific offer until they engage with you. Pretty nifty, huh?
So if you’re seeing ads for specific products that interest you, it’s because you visited a page on a website that triggered retargeting. And because you didn’t engage with the offer when you visited that page, you’ll see ads until either you engage with the offer or the company whose page you visited decides to discontinue the retargeting campaign.
The other day a friend of mine was asking how he could implement some inbound strategies on his company’s pest control website. I took him to a few other websites to show him examples of good practices and ended up on terminix.com. The next day I started seeing roaches, wasps and ants everywhere I browsed on the net. If you visit the home page of Terminix, you’ll trigger their retargeting campaign and continue seeing bugs until you fill out the form on the home page or they turn off the campaign. Go ahead—try it. All you have to do is click the link I supplied for you.
So start thinking about all of those people who didn’t take advantage of your trial pass offer or any other offer on your website. A monthly budget allocated to a marketing tactic like retargeting can sincerely increase your visitor- to -lead conversions, which leads to more members! Yippee!
Here are three key contrasts in pay-per-click vs retargeting:
1) PPC ads are triggered by organic searches, while RT relies on visitors visiting your website in order to trigger the ad campaign(s).
2) PPC ads hit the general public much quicker but are much more costly; RT takes time to gain momentum but will yield far greater results over a period of time.
3) PPC works in the same way that traditional mailers work: Send out a bunch and hope that people who are interested bring them into the club to take advantage of the offer. RT only targets people who have shown interest in the offer—a far easier crowd to move toward membership at your club.