Beginner’s guide to retargeting

Retargeting is a marketing technique that continues to grow in popularity. If you have not used it yet as part of your insurance marketing, you may be wondering what all the fuss is about. Here is a guide to all you need to know

What is it?

Many people will visit your website without making a conversion, and they may then disappear and never come back. But retargetting allows you to display relevant ads to them when they visit other websites, encouraging them to return.

For example, you could show them ads related to the product they bought, or special offers to entice them back.

It works by loading cookies onto their browser when they visit your site and look at a product. When they visit a website on the same ad network that you use, they will see relevant ads to tempt them back.

Why is it effective?

Retargeting is proving popular because it works, especially for companies selling products or services online. The fact that you are targeting people who have already shown an interest in a specific product means you have a greater chance of success in leading to a conversion.

There could be any number of reasons why someone does not buy your insurance product when they are first on your website:

  • they were not ready yet;
  • they wanted to compare prices;
  • they went to get their credit card and forgot about it.

Whatever the reason, they may need a little reminder while they are browsing. There is a good chance that you will be able to tempt them back, especially when compared to attracting someone to your website who has not shown any sign that they are interested in your insurance products.

Use social media as well

Your ads can also appear in Facebook using the Facebook Exchange system based on people who have visited your website, so this is worth experimenting with.

Social media can be an effective place to remind people of what you can offer them. You are only targeting them based on their previous interest in your products, so people are more likely to be responsive. And, of course, many people spend a lot of time on Facebook, making it a good place to connect with them.  Savvy marketeers are also cross retargetting so that are using Google Ads to show to people that have visited from Facebook and vice versa.

This can be a great way to stay front of mind.

In fact, social media can have a number of benefits when it comes to marketing. Check out Insurance Marketing for more related marketing tips.

Try it yourself

Retargeting has proven very popular with businesses operating online, especially those that sell products or services directly through their websites. If your insurance company might be able to take advantage of the benefits provided by this technique, try it out yourself and see whether it helps you to generate more leads and sales.

About the Author Jason Hulott

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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