Customers do not always immediately show an intention to buy, even though they are interested in a particular product or service. They think about it, browse the offer and even fill up a shopping basket, but no transaction takes place. This is a problem for many companies, which are wondering how to persuade a potential customer to go a step further. Retargeting works well in this situation, which is an advertising strategy that helps to turn interested consumers into determined customers.
Retargeting advertising for undecided customers
This is a form of advertising targeted at people who are already interested in a product or service but are still undecided about making a purchase. It works best with customers already in the middle of the sales funnel, at its second or third stage. The task of retargeting is to convince the customer to return to the website. The ad reminds them of a particular product that has sparked their interest and that they are considering buying. Sometimes such a customer needs time to think and a stimulus to help them make a decision.
Retargeting helps to regain previously acquired traffic. Bring the customer back to the site again, but this time in a more effective way so that they perform a specific action – completing the transaction.
Retargeting objectives
You may think that there is only one objective – product purchase. Many retargeting objectives, including indirect ones, result in achieving this. Retargeting helps to bring traffic back to the website. Some consumers need several interactions with a brand to trust it and decide to buy. Retargeting makes it possible to increase the number of such occasions, making it harder for the customer to forget your company. Sometimes they are even on the last straight and have a product in their basket, but doubts arise, and they abandon the basket. They do not finalise the order, although it would seem that this would be their next step. A sales message can help them decide to return.
Retargeting allows you to focus firmly on your key prospects, in whom you have already sparked interest and whose attention you have gained. They have already ‘fallen’ into your sales funnel, so all you need to do now is prove to them that it was a good decision and is worth continuing down that path. Or perhaps you’re wondering why so many customers aren’t closing the deal? Find the cause and try to find a solution to this problem, which will be displayed in the message of your retargeting ad.
Mechanism of retargeting
When a user leaves a website, they leave traces behind – data helpful for advertising efforts. This is of great value to you because you can use it to find and invite them back again. To implement this strategy, you need the right tools, which are provided by RTBHouse, among others. These are based on artificial intelligence, algorithms that allow you to determine what a customer is specifically interested in. Among such solutions is deep learning. On this basis, we tailor adverts to specific users by displaying them on other sites.
Based on the user’s online behaviour, it is possible to recognise their interests and thus match their preferences to the products they may be most interested in. In this way, it is possible to display advertisements for products they have already browsed and even added to their shopping basket or others previously unknown to them but which match their preferences. What’s more, retargeting makes it possible to display adverts for companies with which potential customers have not previously had any contact. Still, we know that the company may arouse their interest. What’s more, it is an automated process, so the display of ads does not require human intervention. Everything is done based on in-depth data analysis.
Above all, the effectiveness of retargeting lies in focusing on that group of customers who express an interest in a product or offer. These are highly targeted actions based on solid data; they are personalised advertisements aimed at specific audiences.
