Marketers spend a lot of money on display ads across the web. According to Forrester, digital display ad spending will surpass search ad spending in the US for the first time in 2016, amounting to $32.17 billion.
Retargeted ads, ads that “follow” you around the Internet based on your behavior on a website you’ve previously visited, are a type of display ad that has grown significantly in usage in recent years. Marketers often use them to target visitors after they have left their websites in order to encourage them to return and (ideally) complete a task: make a purchase, fill out a form, etc.
This tactic is getting a lot of use because it works — display ad campaigns have an average clickthrough rate of .05%–0.1%, while retargeted ads typically have an average clickthrough of double that figure, around .2%.
While retargeting has proven itself as an effective tactic, it might not always be a necessary expense for retaining customers and driving conversions (and 58% of marketers that use retargeting use it with those goals in mind). At Evergage, we believe in using internal retargeting to reach visitors while they are still on your site, rather than waiting until they leave.
What is internal retargeting? As opposed to traditional retargeting, where you try to reach people who have left your website, with internal retargeting you provide them with a relevant message while they are still on your site to encourage them to act right now.
Here are three easy-to-implement internal retargeting examples – for both B2C e-commerce and B2B demand generation – that you can use on your own site.
The Highly Engaged Product Recap
As a consumer, I often see retargeted ads around the web reminding me of products that I’ve viewed before. In many cases I did view it but quickly decided it wasn’t right for me. These ads don’t take into consideration that just because I’ve viewed something doesn’t mean that I have any intent to purchase it. I would be more likely to click on a retargeted ad that displayed products I had really engaged with (spent a lot of time viewing, read reviews, zoomed into the pictures, etc.), rather than simply clicked on.
You can use this same principle on your site by showing a product (or products) that the visitor recently viewed, but focusing the message just on those products that the visitor spent the most time engaged with. This message acts like a retargeted ad, but is offered to visitors while they are still shopping on your site.
The Exit Offer
When a visitor shows signs of leaving your site, you can provide a targeted offer to encourage him to stay a little longer. Let him know that there is a sale that ends tonight in the category he has engaged with the most or in the category related to the campaign he entered your site through. Remind him that if he acts now he could save, encouraging him to continue shopping now rather than later.
The CTA Reminder
If you’re a B2B company trying to generate leads for sales reps, you want to drive action through your CTAs. If a visitor spends a substantial amount of time engaging with a product page but does not take the action you suggest (such as sign-up for a free trial), provide a message encouraging a free trial on another page. Highlight the benefits of taking a free trial: there is no obligation, the visitor does not yet need to speak with a salesperson, etc.
Use this time to encourage the visitor to take action while still on the site, rather than waiting until he leaves to begin messaging around free trials.
Internal Retargeting Results
With traditional retargeting, your goal is to grab visitors’ attention while they’re doing something else on another site. Try catching them while they’re still on your site – and while you’re still on their minds – using the same principles you use for your retargeting campaigns rather than waiting until they leave.
We’ve seen clients achieve clickthrough rates of 1% or more with internal retargeting messages — much greater effectiveness than the .2% rate from retargeted ads. More clickthroughs without paying retargeting ad rates, what could be better?