Customer retention is a critical part of any business’s marketing strategy. It focuses on retaining existing customers to ensure your company thrives. Retention is typically less expensive and time-consuming than new customer acquisition making it an extremely effective business technique. 

PPC retargeting advertising is one of the most powerful strategies for retaining customers who could be lost or haven’t made a purchase decision yet. 

Retargeting users through PPC advertising involves ongoing communication and visibility with people who have previously interacted with your company. It can be used on consumers who abandoned shopping carts, visited your website without purchasing, or bought your products in the past. 

Read on to learn more about PPC retargeting and how to integrate it into your marketing strategies. 

Understanding Retargeting and Remarketing 

Remarketing and retargeting are two terms that are often used interchangeably. 

What is PPC Retargeting?

Retargeting methods can involve paid marketing strategies, like pay-per-click advertising. Pay-per-click advertising (PPC) is a great strategy to catch the attention of lost customers because you can run ads and only pay the advertiser for the clicks your ads get.

You can also utilize remarketing options to be comprehensive in your retargeting strategy. 

What is PPC Remarketing?

PPC remarketing focuses on comprehensively reaching customers, on whatever platforms your customers are present on. Utilizing email marketing, social media marketing, and more, can be used alongside your retargeting PPC efforts. 

Mechanics Behind Remarketing and Retargeting Through PPC

Setting Up Your PPC Retargeting Campaign

There are several steps involved in setting up your retargeting PPC campaign. 

  1. Identify who your customers are that you will target. Determine which consumers have previously interacted with your website but are losing interest. This can be achieved through a CRM or by adding a pixel to your website. 
  2. Create personalized ads. Segment your audience to ensure your messaging appeals to their demographic. Determine which products they want and offer incentives like discounts or free shipping.
  3. Choose the right platform based on your consumer’s social media preferences. Google Ads is often used for retargeting, but FaceBook and LinkedIn are also good options. 

Leveraging Cookie-Based Tracking for Effective Retargeting

Cookie-based tracking is an essential element in PPC retargeting. When someone visits your website, a small piece of code, or a cookie, is placed in their browser. Companies can use cookies to track their online behavior and gain valuable insights. 

Companies can use cookie-based tracking to refine their PPC retargeting efforts. They can learn the products consumers are interested in to advertise similar items. They also reveal a user’s geographic location which can help with targeting efforts. 

Strategies for Winning Back Lost Customers

Personalization in Retargeting Ads

Today’s consumers don’t want to feel like a number. They want to work with a company that “gets them”. Personalized ads help forge that connection. 

Companies should use the data they collect to determine the consumer’s product preferences, demographics such as age, gender, income, marital, status, ethnicity, etc, and online behavior to create ads that relate to them. 

In addition to creating a connection, these ads can display the exact product a consumer was interested in to boost the likelihood of a conversion. 

Targeted Ad Campaigns

Ad campaigns can also be used in PPC retargeting efforts as you can ensure the right consumers see the right ads. 

For example, you can adjust your ad settings to ensure customers in hot weather climates aren’t seeing winter products and vice versa.

Ad campaigns will be most effective when combined with cross-device retargeting. Cross-device retargeting ensures people see your ads across the devices they use to access the internet, including cell phones, tablets, desktops, etc. It uses login information, IP addresses, and other identifiers for accurate tracking. 

Benefits of a Well-Executed PPC Retargeting Strategy

There are several benefits linked to a well-executing PPC retargeting strategy including: 

  • Increased conversion rates: Targeted ads increase the chance of conversions. They bring back interested consumers with personalized strategies. 
  • Cost-effectiveness: Retargeting is more cost-effective than new customer acquisition as it does not involve lead generation and moving customers down the pipeline.
  • Enhanced customer retention: PPC retargeting is an excellent way to retain customers who have previously purchased from your website. You can maintain them as loyal customers with rewards programs and exclusive specials. 
  • Data-Driven Insights for Continuous Improvement: Retargeting campaigns rely heavily on data and can tell you a lot about your marketing strategies and potential customers. 

The data provided by retargeting strategies provides insight into preferred products, demographics, and effective marketing methods. You can use this insight to improve your campaigns, product offerings, and your overall business. 

Partnering With a PPC Agency for Optimal Results

PPC retargeting and remarketing are effective strategies for almost all businesses. They provide industry insights, reduce marketing expenses, and increase customer loyalty making them essential to company growth!

Companies can launch PPC retargeting campaigns internally, but working with an expert will ensure their efforts are successful. 

Brillity Digital has extensive experience with PPC retargeting strategies – in fact, it’s one of our top offerings. We take a comprehensive approach to ensure your campaign supports your business goals – to help you reach new levels. 

Contact us to learn more! Ready to leverage your remarketing strategies and drive growth in your organization? Let’s talk.

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Alannah Kolarcik Liem

Alannah is our Director of Service Delivery. Her expertise includes digital strategy, email marketing, and PPC. She is dedicated to providing excellent service to all of our clients and helping to educate others on digital marketing best practices.