They say you never get a second chance to make a first impression. With retargeting, you not only get a second chance, but a third, fourth, fifth, and more.
Visitors abandon the sales funnel for many reasons: they are ‘just browsing’, comparison shopping, don’t have a credit card handy, and so on. Retargeting allows marketers to show ads directly to visitors after they’ve left a site or landing page, giving you multiple shots at the conversion.
Take, for example, a PPC search campaign, where an advertiser is bidding on high-cost vertical like mortgage or insurance. When the visitor clicks the ad, the advertiser gets charged, and is given basically one chance at converting that visitor.
With retargeting, a small piece of code is added to the landing page (or website) owned by the affiliate or publisher, which places a cookie in each visitor’s browser, adding them to an audience list. That audience can now be retargeted with a specific campaign aimed solely at them.
There are numerous reasons why retargeting is so powerful, especially for performance marketers:
1. Get a second chance to convert a visitor. If the majority of your traffic is made up of one-time visitors, whether from paid or organic sources, that would have otherwise gotten away, retargeting allows you to continue marketing to those visitors to get them back into the conversion funnel.
2. Build an asset by capturing your audience data. Affiliates can use the traffic from paid campaigns to build audience lists, creating a valuable asset much like a mailing list. This is a great way for affiliates to derive long-term value from their campaign budgets.
3. Up-sell and cross-sell to converted visitors. By placing a retargeting pixel on conversion or “thank you” pages, you can build an audience list of high-value users. If they’ve converted before, and you have another compelling offer, there is a good chance they will convert again.
4. Illusions of grandeur. Visitors that are subject to retargeting campaigns often comment that they “see your ads everywhere”. It’s easy for a visitor to believe that you’re running a million-dollar ad campaign when they see your ads on most of the sites they visit. This is perfect for overcoming trust issues and building a recognizable brand.
5. Fantastic performance. A retargeting campaign, which only purchases impressions for individual users, means a cost-effective campaign. From an affiliate’s perspective, this can translate into high ROI.
6. You can leverage existing traffic sources. Retargeting is the perfect complement to SEM and SEO efforts. If you already have a steady supply of visitors coming to your site, you should leverage that traffic into your own retargeting list.
In the highly competitive world of affiliate marketing, you want to utilize every advantage possible, and maximize the value of each of the visitors you drive.
This is what makes retargeting so compelling and why its use should be a part of every affiliate’s strategy.
Ratko Vidakovic, aka. “Dr SiteScout” on marketing forums, is the director of marketing at SiteScout.
Download the entire FeedFront issue 20 here – http://issuu.com/affiliatesummit/docs/feedfront-20
FeedFront issue 20 articles can be found here as well: http://feedfront.com/archives/article00date/2012/10