A recent study found that millennials have such disturbingly low attention spans that they are even more forgetful than senior citizens. For a population that has grown up multitasking using technology, this comes as no surprise. Digital marketers should take note from the short attention spans of the “ADD Generations” and implement a strategy that yields more results.
According to HubSpot, 55% of visitors spend fewer than 15 seconds on your website. For people in a competitive industry like personal injury, it is hard to fathom paying $40.00 per click to drive traffic to your website, where users only spend 15 seconds absorbing information!
Of course, you can’t blame Susie the Internet Browser if she visits your website but then takes a phone call from a friend and completely forgets about your site content. What you can do is keep your brand top of mind by using re-marketing to serve display ads to people like Susie who visit your website previously.
Here are 3 top reasons to implement a re-marketing campaign for your business.
1. Re-marketing allows you to target prospects who have already expressed an interest in your product or service.
One of the reasons online dating is popular is that you know by the fact that someone has interacted with you that he or she is interested. In the same way, if someone visited your website, they are most likely interested in the services you have to offer or the product you are selling.
A certain percentage of your visitors will drop off your website, even if they’re interested in your products or services. But in serving a display ad to someone who has visited your website but has yet to convert, you will see a higher click-through rate on your advertisements and conversions will start to trickle in.
There is no better group of people to target than users who have spent time already looking at your content!
2. Re-marketing can decrease the overall cost per acquisition.
It is utterly amazing that certain industries have to pay $40 per click (and sometimes higher) to drive traffic to their website. Well, the beauty with display re-marketing is that you can target those same people that you spent a boatload of money on with re-marketing ads. The cost per click on the display re-marketing ads can be as low as $0.20-$0.30 per click, which helps justify spending all of that money on PPC.
3. Re-marketing will improve brand awareness within your target segment.
When clients, vendors and prospects see your advertisements on ESPN.COM and CNN, they will think you are a big shot when it comes to your marketing efforts. Little do they know that through various ad networks you can have your display ads served at a low price point. The amount of impressions and clicks that you will receive will be one of the greatest forms of brand awareness for your company.
In the end, it’s all about context. The user is going to be far more familiar with your brand (and therefore likely to convert) if he or she has already been to your site or seen your ad.
With all that in mind, here are 3 action steps you can take today to implement re-marketing:
Action Steps for Implementing a Re-Marketing Strategy:
- If you’re a do-it-yourselfer, consider using Google’s Display Ad Network for your re-marketing efforts. Be careful, though. If you’re not tracking your campaigns carefully, Google will run your ads on a lot of less-than-impressive websites. (Ready to hire an agency to plan, manage and optimized your campaign? Check out 60 Second Communications, the agency behind the 60 Second Marketer.)
- Track the click-through-rates on your ads and the conversion rates on your landing pages. Be sure to run A/B split tests so you can compare which ads and which landing pages are your best performers.
- Continue to optimize your campaigns by making small adjustments to them. Each minor improvement can mean money in your pocket.
By implementing these action steps, you’ll be well on your way to securing more and more customers who otherwise wouldn’t have made it past the first visit.
About the Author: Christian Denmon, Attorney at Denmon & Denmon, contributed content to this article. Christian is passionate about the legal profession and handles numerous auto accident and divorce cases for his firm.