If you have recently been to the SageRock site chances are you’ve seen an ad other places that looks like this:
I found this ad this morning while I was wondering if sun will ever come back to Ohio.
Someone emailed me this image on one of her favorite sites:
This is all done through retargeting or remarketing advertising.
Because you have come to the SageRock site you get this served to you daily. You will see about 3 to 5 of these a day.
The power of retargeting is that my ads are only being shown to people who have visited my site. It gives a really powerful effect because the person seeing the ad feels like SageRock is buying advertisement on a massive scale across many Websites to all visitors.
Retargeting advertising makes you look huge. But in reality you are only showing ads to people that have previously engaged with you.
So, you look like you are everywhere to everyone. But in reality you are only buying ad space for people that have previously shown an interest in you.
Before retargeting advertising I was obsessed with getting people’s contact information. If I bought advertisement to get people to come to my site I did everything in my power to get them to at least give me their email address. But now I’m not as obsessed with that conversion.
In fact, my call to action on my site can look way less obvious.
I was always advocating for really strong conversion-focused landing pages. Like this:
I would do everything in my power to compel people to fill out my form.
But with retargeting advertising I don’t care as much.
In fact, I don’t feel bad if there is a very minor call to action on my pages. I’m more interested in getting people to know me. I’ll sell them later as they surf the web.
On top of all this awesome laser beam targeting that retargeting gets me, I also love the cost.
Check out what I’m paying for 1000 impressions (CPM):
I love this because I know each and everyone of those people that see my ad know me. They know SageRock.
So now I can focus on what’s really important: getting people to know us and understand who we are as a company. I’ll talk about selling our services when they are looking at the weather or the news.
I also love this because it separates me from my competition. When I go to a trade show I’m one of many SEO companies in a sea of SEO companies.
But with retargeting advertising I’m the only digital marketing firm on the page. My competition is nowhere to be seen.
Also, my targeted key phrases in Google AdWords are extremely expensive. The phrase “SEO” is nearly $15 per click. And I guarantee at least some of those people are my competitors sniffing around to see what I’m doing. I don’t have that kind of budget to throw away.
At $2 CPM I’m very happy with my cost. In fact, this is usually way below the cost of what people want to sell me on my industry Websites. $20-$30 per 1000 views is a going rate. I oftentimes find my ads on their sites anyway because they are selling extra ad space through the retargeting networks I’m using.
But again, when I’m on my industry sites I’m there with all my competitors. I’d rather be on Treehugger because I’m the only Digital Agency for miles around.
Retargeting is incredibly easy too. You just ad a tracking pixel to your site for each retargeting network you want to use. You then tell the retargeting network how many times you want a person to see your ad in a day. You set your budget. And you’re done.
They also do a good job of showing you your conversion rate. So they will show you how many of your retargeted site visitors came to your site and did what you wanted them to do.
Retargeting advertisement blows my mind. It is so powerful, so affordable, so effective.
I’d love to talk to you about it more. If you’re interested in it all let me know. Just fill out the form below and we can chat. (In the meantime, keep an eye out for some of my retargeting ads. Imagine how powerful it would be if you were doing the same thing for people who had come to your site to learn more about you.)
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