Retargeting Services

Have you ever come across a retargeting ad that seems to be a direct response to your recent browsing activity on a website or mobile app? That means you’ve been part of a retargeting campaign. Whether you’re a site visitor casually exploring products or a potential customer showing active interest, these ads are designed to re-engage you. We can help you do that for your potential customers and site visitors.

As a Google Premier Partner and leading remarketing agency in the United States, we specialize in creating retargeting solutions that turn website visitors into loyal customers.

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Digital Advertising 101

Most digital advertising is based on a real-time bidding process, which is a best practice in the industry for optimizing paid media spend:

Advertisers use various ad platforms such as Google Ads and retargeting platforms to determine how much they’ll pay to serve display ads through that network. Integrating tools like Google Analytics allows for better tracking and optimization of these campaigns.

If the user clicks on the ad, the advertiser pays a fee to the ad platform. This is called pay-per-click (PPC) advertising and is a cornerstone of any retargeting campaign.

When a potential customer visits a website in the ad network, they will see the ad belonging to the highest bidder or the ad the network has deemed to be of the highest quality. This means every website visitor could become a new lead or sale.

The exception to this process is search engine marketing (SEM), also known as paid search. The only difference is the ad displays at the top of search engine results instead of being embedded on a web page. Combining SEM with search engine optimization (SEO) strategies can enhance visibility and effectiveness.

Unlike traditional auctions, the highest bidder isn’t always the winner. The Google Ads Network — including the Google Display Network, the largest ad network on the web — factors Quality Score into its rankings. Google determines this Quality Score based on expected click-through rates, ad relevance and landing page experience.

Advertisers can earn a lower CPC by creating high-quality ads that lead to optimized, highly relevant landing pages. Utilizing web design and content creation best practices can significantly improve your campaign’s performance.

The rewards are well worth the effort — Google Ads are seen by an estimated 90% of all web users. With this much potential exposure, marketers who use digital ads effectively have opportunities to build brand awareness while converting leads deeper into the sales funnel.

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Retargeting: How It Works

Ad retargeting is a type of PPC advertising. Advertisers configure their ad campaigns to target specific web users based on their previous internet activity, which can be discerned through cookies and third-party data. This allows advertisers to make bids that target users whose browsing history makes them more likely to click on the ad.

Retargeted ads can target users who have had previous interactions with your site or your brand. For example, a potential customer may have looked at specific product categories on your website. This is commonly referred to as website retargeting or site retargeting.

Alternatively, retargeted ads can be served to users who have never interacted with your brand but have shown interest in other brands and product pages that are similar to yours. This is called dynamic retargeting. By utilizing a comprehensive retargeting list and sophisticated retargeting platforms, you can effectively tailor your ad retargeting campaign to your target audience.

Retargeting can be executed on search networks (search retargeting) or via display networks (display retargeting). Platforms like Facebook Retargeting allow you to reach your audience on social media, expanding your retargeting efforts beyond traditional channels. This multi-platform approach ensures that your message reaches site visitors at various touchpoints, increasing the likelihood of conversion.

How Brafton Helps

As part of our PPC management services, Brafton will assign a consultant to focus on retargeting campaigns across the following platforms:

Google Ad Network.
Microsoft Advertising (Bing and Yahoo).

Facebook Custom Audiences.
Syndication networks (Taboola, Outbrain).

We assist with every aspect of your retargeting strategy, including the following:

Managed Spend Allocation

Your dedicated consultant will make strategic recommendations for how to allocate spend based on historic campaign performance, marketing objectives, target audience and other variables. By analyzing data through tools like Google Analytics, we optimize your retargeting efforts for better ROI. This will ensure that advertising spend is always funneled toward channels that will yield maximum returns.

Campaign Management

Brafton’s PPC consultants can manage retargeting campaigns via AdRoll and other leading retargeting tools to assist you with:

Audience segmentation: A retargeting platform like AdRoll makes it easy to segment audiences according to how they interact with your site or other content on the web. For example, you can define audiences based on activities such as what pages they visit, what buttons they click, how many impressions they have been served, whether or not they’re part of an existing campaign audience in your CRM and much more. Incorporating email marketing strategies allows you to engage both new prospects and existing customers effectively.
Geo-targeting: The market for local services on the web is enormous. In fact, nearly half of all web searches have local intent. Geotargeting lets you create location parameters to help you retarget users based on their proximity to certain markets. This is particularly beneficial for businesses offering home services or for those with a mobile app seeking to reach users in specific regions.
Reporting and attribution: Your dedicated PPC consultant tracks conversions, creates custom reports, and measures campaign performance by tracking average CPC, cost per acquisition, return on advertising spend (ROAS) and other key metrics. Utilizing best practices in reporting, we provide transparent insights into your retargeting campaign’s performance.

Geotargeting lets you create location parameters to help you retarget users based on their proximity to certain markets.

Strategic Content Optimization

PPC consultants may also collaborate with your dedicated content strategist to assist in other elements of your advertising campaigns, including but not limited to:

Persona development.
Landing page copy optimization to improve Quality Score.
UX and design audits to help boost conversions.
Keyword research (paid search).
Meta description optimization (paid search).
Banner ad design.
Video ad production.
Text ad copywriting.
Cookie consent banners.

Our team of experts in web design, search engine optimization and paid media work together to ensure your retargeting campaign reaches its full potential. All of these factors, and more, can make or break the success of your retargeting ads. With Brafton, you get a complete digital marketing agency that can get to the root of your retargeting maladies and prescribe a custom solution.

You get a complete digital marketing agency that can get to the root of your retargeting maladies and prescribe a custom solution.

Why Retargeting Works

Retargeting campaigns target users who have already expressed some interest in a brand, product or service. This is known as behavioral targeting. Ads are served based on user behaviors.

Contextual advertising—when ads are served based on the context of the page, much like TV ads and print ads—is more of a gamble. The only advantage of contextual advertising is that it’s more privacy-centric since cookies and third-party marketing data are not needed.

Otherwise, retargeting campaigns generally outperform contextual advertising:

Web users are 70% more likely to convert through retargeted ads.
Cart abandoners are 25% more likely to convert on e-commerce stores after encountering a retargeted ad. By addressing cart abandonment through strategic retargeting, businesses can recover lost sales and improve their bottom line.
Retargeting can increase ad engagement by as much as 400%.

Our case studies demonstrate how effective retargeting has transformed businesses across various industries, turning one-time visitors into loyal customers.

Retargeting Versus Remarketing

Retargeting and remarketing are often used interchangeably. In fact, what Google calls its “remarketing service” is very much a retargeting service in reality.

The core difference between retargeting and remarketing is that a remarketing campaign uses email as a follow-up touch point instead of ads. For example, if a customer abandons their cart on an e-commerce site, they will receive an email from the site reminding them as much. Clearly, this means remarketing is reliant on actually having a user’s email in your database, which is why it is sometimes referred to as CRM retargeting.

Other examples of remarketing include:

Tailoring email campaigns based on how users have interacted with your site.
Emailing a customer on your retargeting list when a product they have shown interest in goes on sale.
Sending a demo-request email to a client who has downloaded deep-funnel collateral such as white papers and product testimonials.

Our email marketing strategies ensure your remarketing campaigns are as effective as your retargeting efforts. Remarketing and retargeting, while very different, are both essential functions of a successful content marketing campaign. At Brafton, we offer remarketing services in addition to our retargeting services.

Ready. Aim. Convert.

At Brafton, there are no best guesses—hard data informs every marketing strategy we create and drives every tactical decision we make.

Our PPC consultants work directly with your marketing team to optimize advertising spend and deliver retargeting campaigns that convert. We leverage cutting-edge retargeting platforms to provide customized retargeting solutions tailored to your business needs.