One type of Internet advertising is called “retargeting advertising.” It’s a very effective method for users who have visited your site once, so if you want to distribute Internet advertisements, there’s no reason not to use it.
This time, we will explain how retargeting advertising works and examples of its use.
What is retargeting?
Retargeting
(commonly known as retargeting) is a system that delivers advertisements to people who have visited a site once, and is called “follow-up advertising” in Japanese. It is possible to distribute through platforms such as Google Ads, Yahoo! Ads, Facebook and Instagram, and other distribution mechanisms such as DSP advertisements.
In Google Ads, it is called “Remarketing”, but it is safe to think of it as the same thing as retargeting.
By embedding tags on your site, you can display ads to users who visit that site while browsing other sites. Many people have the experience of repeatedly seeing advertisements for corporate or mail-order sites they have seen in the past when viewing the top page of Yahoo!, news sites, blogs, etc. Such advertisements are distributed using a retargeting advertising mechanism.
- What are the benefits of retargeting?
Just because a user visits a site, moves around the site, and views information does not necessarily mean that they will immediately purchase a product or apply for a service. In many cases, the question is whether or not you should spend money to buy it. How does it compare to other companies? I’ll consider it.
By using retargeting ads to encourage people who have previously left your site to come back, you can deepen their impression of your company’s products and services, leading to them making a purchase. Additionally, if your ad is displayed multiple times, your company’s awareness and repeat rate will increase.
Retargeting can be thought of as posting flyers or sending direct mail to the homes of people who have visited your store, information session, or seminar. Flyers and DMs require effort, cost, and time to create, print, ship, and post, but if you do it online, you can approach potential customers efficiently.
For example, with Google Ads and Yahoo! Ads, you can set a tracking period of up to 540 days. It is also possible to divide the follow-up period into 1 day, 1 week, 1 month, etc. and distribute it to people who visited during that period.
You can also narrow down the distribution to people with specific attributes such as gender, age, region, etc. For example, it is possible to deliver advertisements only to “30-year-old men living in Tokyo” among those who visit your company’s website, or to display advertisements in a concentrated manner.
You may also have the experience of seeing the same advertisements over and over again while surfing the internet, and feeling like they are persistent. If you distribute too many advertisements, users may find them annoying, which could damage your image. To prevent such things, there is a function called “frequency cap”. It is possible to limit the number of times ads are shown to users.
By combining these various functions with retargeting ads, you can collect potential customers more efficiently. You can try advertising widely first and then adjust the settings later, so we recommend trying various things while analyzing it.
Examples of retargeting use
How effective will retargeting ads really be? I would like to introduce a specific example.
- A case study of a 30% increase in orders and reduction in advertising costs on an e-commerce site for businesses.
This is an example of delivering retargeting ads for an e-commerce site that specializes in equipment used by companies. Originally, we were distributing listing ads, but by using retargeting ads, we succeeded in creating a flow of attracting users who had previously left the site to the site again.
In addition, when we analyzed the attributes of users who converted, we found that most orders were from men in their 30s to 40s (assumed to be general employees in charge of corporate purchasing). distributed intensively to On the other hand, by reducing the amount of ads sent to users in their teens, early 20s, and over 60s, many of whom are not part of a company, we were able to reduce advertising costs.
This company saw an increase in orders from internet ads by about 30% compared to before they introduced retargeting ads.
Therefore, one real estate company set a longer follow-up period so that ads would be displayed even to people who visited the site six months or one year ago. As a result, the number of customers who returned to the site after a long consideration period and concluded a contract increased.
There are many cases where people who visited a site several years ago are reminded of your company by an advertisement and come to sign a contract. This is a case in which taking measures to increase recognition by continuing to distribute advertisements during the consideration period was successful.
In this way, by using retargeting ads, you can build a system to increase awareness of people who have left your site and encourage them to visit your site again during the consideration period. Please give it a try when distributing Internet advertisements.
summary
◆Retargeting advertising is a system that displays ads to people who have visited your site once.
◆By using retargeting ads, you can deepen your company’s awareness and encourage repeat visits to your site.
◆Compared to posting and direct mail, advertising effectiveness can be achieved more efficiently and at lower cost.
◆It is also possible to further improve results by combining retargeting with other functions