Retargeting is all the rage right now, especially since so many ad platforms make it possible. But a lot of people scratch their heads and ask, “Just what is retargeting, anyway?”
You can get the answer to that question and how retargeting benefits you by checking out the retargeting FAQ below…
What is Retargeting?
Have you ever felt like a product was “stalking” you as you travelled the web? That’s retargeting.
Basically, retargeting refers to showing a warm audience the same product or ad that they’ve already seen.
Let me give you an example, one that’s probably happened to you…
You go to British Airways and check flight prices.
Then you go to Facebook to catch up with your friends. Low and behold, there is an ad for British Airways in Facebook’s sidebar.
Then maybe you travel to your favorite news site to catch the headlines. Ta-da, there is another ad from British Airways, trying to tempt you into some bonus miles.
Pay attention, and you might see British Airways following you all over the web for several days, or maybe even a week or more.
Technically speaking, how does retargeting work?
Retargeting uses technology to work, namely cookies. When you visit a site like Amazon, it drops a cookie onto your computer. Then when you visit a site like Facebook, its advertising platform reads that cookie and shows you an ad related to the products in which you’ve expressed some interest.
The cool thing is that you don’t need to know a lot of techie mumbo jumbo in order to use retargeting. Just use a well-known ad platform like Facebook, and they’ll tell you exactly how to drop a special link onto your web pages so that they can show your audience related ads when they log into Facebook.
So why use retargeting For Your Travel Business?
The reason to use it is because it works to close the sale. Especially in travel where customers have long periods of research and price-checking before finalizing their trip.
Experts figure it takes an average of seven to twelve “touches” before a prospect is ready to buy from you. This is the reason you should have a mailing list and be active on social media, so that you can reach out to your prospects repeatedly. However, not everyone joins your list or follows you on social media, so retargeting is a good way to reach out to your prospects long after they’ve left your site. It builds familiarity, which increases sales.
Secondly, sometimes prospects already know and trust you, but they’re on the fence about a specific product. They might leave the sales page with the intention to “sleep on it.” Except when they leave the page, they totally forget about it.
Enter retargeting. Just when the prospect forgets about the product, you put it right back in front of their face. End result? A higher conversion rate and bigger profits.
So what’s the bottom line?
Retargeting is a great way to close the sale and boost your conversion rate.
It is incredibly powerful when done right. That being said, it can have adverse effects when it isn’t done properly.
Remember, retargeting is just a tool, and, like all tools, it must be used properly.
The good news is if you read through this article and have decided to take action, you are probably ahead of many competitors in your niche.
Retargeting is a relatively new phenomenon, so you have the advantage being an early adopter and beating your competition.