What is retargeting?

We learned from our previous blog post that retargeting happens when a customer visits your website, leaves without taking any action and is then served a display ad on another website about one of your products. Retargeting allows you to remind your customers of the previous product or service they were browsing online, close the deal and make a purchase.

How an SEO strategy and retargeting go hand in hand

If you have an SEO strategy in place, your goal is most likely to grow your brand’s presence online through organic efforts. You’ve completed a keyword research, optimised your landing pages with targeted keywords, implemented link building tactics, and much more. However an SEO strategy alone isn’t sufficient enough to grow your sales and your brand’s presence online.

That’s where retargeting comes into play – It’s the perfect strategy to go hand in hand with SEO. Here are a few reasons why:

Second impressions matter

Did you know that retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted customers? If a user visited your page through organic search but didn’t make a purchase or take action, retargeting gives you a second chance to convert your previous visitor. Second time’s a charm!

“44% of consumers start the shopping process with an online search, and almost a third of e-commerce traffic comes from search engines.”

Brand recall

Moreover, as they have already visited your website and have connected with your brand, your retargeting audience is most likely to recognize your ads: as a matter of fact, 3 out of 5 customers say they notice ads for brands they’ve previously looked at. Retargeting is also about building long-term relationships and increasing brand recall.

“42% of retargeting is used to build brand awareness”

A cost-effective approach

Are you running Pay-Per-Click (PPC) campaigns along with SEO? Drawing in customers through PPC ads can become costly and won’t always guarantee the best results. By reeling in your traffic organically, through SEO for example, and then paying to retarget that audience, you could see a more cost-effective and worthwhile approach. Additionally, if they’ve already shown interest in your website and made it all the way to the checkout page, you’re almost guaranteed that they will convert once they’ve been retargeted.

It’s a competitive keyword landscape in SEO

Depending on the nature of your industry, fighting for the top spot for your keywords can become quite competitive. Often times it can be nearly impossible to rank organically for all specific terms, especially with pay-per-click taking over the search results more and more. It’s hard enough to get users to land on your website through organic keyword research. Why not keep them coming back with retargeted display ads?

SEO and display ads: Match-made in heaven

Organic traffic can convert between 20-50%, and is considered to be a high quality converting source. With consumers’ paths to purchase getting longer, it’s important to increase your exposure and enhance brand awareness across multiple touch points, such as display advertising. With display ad retargeting, you can double your conversion rate. In fact, in some industries, such as financial services, conversion rates increased by almost 150 percent!

If you are running an SEO strategy, it’s a no-brainer that you should be running retargeting campaigns on the side. To recap, here are 4 key retargeting tips that will help strengthen your SEO strategy:

  1. Reinforce your brand and image through engaging display retargeting ads.
  2. Run a retargeting campaign to boost your organic search engine traffic and reinforce brand recognition.
  3. Craft your retargeting ads to certain pages of your website that are bringing in organic traffic through your keywords.
  4. Upsell in your retargeting campaigns to those who have converted previously from organic traffic.

Want to learn more about other customer acquisition tools? Check out our next article!