Examples: Retargeting for Specific Professions

Want to convert more window shoppers into buyers? Then you need to try retargeting. You've probably heard of it - at its most basic, it’s a way to show ads on OTHER sites to people who have visited YOUR site. Say I’m interested in some new Crocs shoes, so I visit their website, look around, and leave the site without buying.

Before too long, and over the next few weeks, I see ads for Crocs on many different websites that I visit. These ads remind me of my interest in that pair of Crocs – and are a highly effective way to convert window shoppers into buyers.

Retargeting on ecommerce websites has become fairly common, since 98% (or so) of site visitors won’t buy on the first visit.

And some businesses do fairly basic retargeting – you visit a plumbing website, and you’ll see ads for that company on Facebook – which is great, because ads function as "online billboards," providing brand lift.

But few companies who offer retargeting take it beyond that, which is a lost opportunity!

Retargeting is an incredibly versatile tool, in the hands of someone with the experience and the imagination to use it strategically. Take a look at the examples below, separated according to profession.  Which of these might work for you?

Realtors: Using retargeting to remind people of homes in certain price ranges, or in certain neighborhoods, is very smart. But you can also retarget specific property listings – maybe unique properties or high-end homes. Not only do buyers get reminders of a home they really liked, but sellers swoon to see their property following them around on the web. Want more listings? They are definitely impressed by realtors who offer that additional service! 

B2B Lead Gen (Long Sales Cycle): Use retargeting to tell pieces of a story. Each ad represents the next step in the story, like a case study. Ads take people to the website page that corresponds to that next chapter or next step. You can lead them along your sales funnel that way, giving them the next bit of information they need to make a buying decision.

Lawyers, Doctors, Dentists B2C Lead Gen: Use retargeting to make an offer they wouldn't typically see on the website. Perhaps a free consultation or an additional service (massage, teeth whitening, etc) – the retargeted ad brings them back to a hidden landing page on your site, where you explain how to redeem the offer.

Software Vendors: After you give someone a Free Trial, retarget them to remind them to use it! “Oops – you forgot to activate your free trial of Super Software. Hurry before it expires.” Once they activate their subscription, you can use retargeting to ask users what they think of it – send them to a survey or an FAQ page.

Higher Education: Colleges and universities want students to enroll in specific degree programs. Prospective students (and their parents!) react well when they hear what kinds of good jobs graduates are getting. Collect testimonials from those graduates and use them in your retargeting campaign. (Testimonials are great material for retargeted ads in lots of other professions, too!)

Auto dealers: Retarget with a special price that's only available on a hidden page, not the main vehicle listing page. Make it some sort of limited-time offer (24 hour Act Now). Or offer free gas for a year, a package upgrade of some sort.

Retargeting can be triggered in many ways not mentioned here - through emails, for example, or by Google searches. (Search retargeting can be a very affordable strategy when SEO or PPC is too time-consuming or cost-prohibitive.)

Note too, that there are a lot of moving parts to setting up a retargeting campaign - many decisions that need made, from the message and design of the creative, to the duration and frequency of the ads, to tracking results and making modifications that improve ROI.

Retargeting is incredibly effective, and cost-effective, when well done - and extremely versatile, as you can see!

Have any of these examples sparked an idea for your particular business or profession? If so, contact us and we'll get it going for you!

These examples are based on actual clients we have served. There are plenty more ideas where they came from!

Contact [email protected] or here, through LinkedIn. We are a full-service digital media agency - from web design to driving traffic, we can help you get leads and sales online. Our website is https://www.SearchworxX.com