Does your website get plenty of visits but only a handful of conversions? It’s probably worth considering retargeting.
Retargeting can give you a strategic advantage to get your brand in front of those who have engaged with your website or landing page but haven’t converted. You know this audience has an interest in your offering, so you can deliver far more direct messaging. Well-executed retargeting campaigns speed up the journey through to conversion by reaching the right people, at the right time, in the right digital context.
Retargeting increases your chances for conversion, in fact, we found that customers who see retargeted ads are 62% more likely to convert¹.
How it works
We provide you with a “pixel” (a piece of HTML code) that you can add to the back-end of your website. The pixel creates custom audiences based on your website’s visitor's actions and thus makes it possible to retarget them on Trade Me. You can be quite specific about what visitors on your website will trigger the pixel and be included in the custom audience - For example; visitors that visited a certain page clicked a call to action, or started a form but didn’t submit. Then, your custom audience/s will see personalised ads that are more relevant and timely to them, no matter where they are searching on Trade Me.
Visits your site
Sees your ad on Trade
Me at a later date
Which brings them
back to your site
What does success look like and how is this being measured?
This brings us to conversions.
One of the benefits of conversion tracking through retargeting is that you can look past the CTR (Click-Through-Rate) and CPC (Cost Per Click) and better attribute results to the campaign or ad responsible. This gives you a far more accurate way to measure which campaigns are hitting their KPI’s and which might need further optimisation. Similarly, retargeting campaigns often give further insight into which parts of your website are less effective in producing conversions.
Retargeting campaigns make CPA (Cost Per Acquisition) KPIs possible. CPA campaigns rely less on assumptions or arbitrary objectives and therefore give more precise insights into actual performance.
Common types of acquisitions that can be captured:
+ File downloads
+ booking a test drive
+ data capture of those starting an application or finishing an application
We can set a particular time period to capture these attributions and would also need to set up a conversion pixel on the activity you want to track. This means you can choose a window of time (up to 30 days) in which you will attribute an action on your website to a user that has previously clicked or viewed your ad.
To sum all that up:
Retargeting offers a handful of insights into user’s behaviours, pain points and preferences that we haven’t been able to analyse before. By getting more precise with your attribution and CPAs, you can consistently test your approach and then optimise for conversions.
To discuss if retargeting campaigns are right for your business, or your clients’ businesses, please get in touch.
Specs & steps
To build out your retargeting audience, you need to run a campaign with us first, which will drive people to your website and trigger the pixel. Once you have run an initial campaign and a retargeting campaign, you can then choose to exclude the custom audience gathered by the pixel (and treat them as existing customers) for subsequent campaigns. This means you have the choice to capture a “new” retargeting audience or grow the existing audience. As with all things in digital advertising, this depends on what your campaign goals/KPIs are.
1. We generate a piece of code for you (a pixel)
2. You copy this HTML code into your website’s back-end.
3. Then, when users click on your ad and visit your website, the code fires and the users are included in the retargeting Audience Group
4. We can then re-target these users until they clear their cookies
¹ Based on A/B testing of a re-marketing campaign that ran on Trade Me in 2019 compared with the ROS control group.