RE: Target, RE: Market, RE: Turn on your investment
Did you know that the typical conversion rate for visitors to your golf site for the first time is only two percent? That means 98 percent are leaving and not making a purchase from your golf brand. Maybe they’re shopping around, need more time to think, or simply not convinced your product is the one.
Don’t sweat it. It’s not too late to get back in front of this crowd and make that conversion yet. Bring on the retargeting campaigns!
Retargeting allows you to track those who have visited your golf site and left; then appears as your specific retargeting ad campaign in other sites as they visit other sites. Perhaps you’ve seen this in action—you’re reading an article on “Golf Digest”, than go about your day, checking stocks, Facebooking, emailing clients, and you’re inundated by offers to subscribe wherever you click. That’s retargeting in action. How does this magic work? It’s not little elves hiding in the computer watching your every move. It’s just a piece of code added to your site that captures the names of people who visit your site by placing retargeting cookies in their browser. This information will allow you to develop a retargeting campaign for your prospects for virtually anywhere they go online.
Why it works
You’re talking to an audience who has already expressed an interest in your golf product by visiting your web site.
Brand awareness. It keeps your golf product in front of your prospective customer.
Targeted. Tailor campaigns down to the very specific type of product your prospective golf customers were looking for.
Did you know: Retargeting is the second most effective form of marketing. The first? Email Marketing.
Retargeting on Facebook
Facebook also can help you capitalize on your remarketing efforts with its Website Custom Audiences feature. By placing the Facebook remarketing pixel on your web site, you can build Custom Audiences based upon the actions prospective golf customers take while they’re on your web site. Then, your golf brand can deliver targeted messages through targeted, customized ads on Facebook. And, it’s not just about the 98 percent who left—this is a great opportunity to cross-sell the two percent who made a purchase too!
Here are some examples of retargeting campaigns your golf brand could run on Facebook (oh, and as always, include a solid call to action, maintain the consistency of the branding with all elements of your marketing, and focus on the value to the customer):
You visited. We’ve added more. Take a look.
A special 10 percent off if you purchase in the next 3 days.
We have an event coming up. Learn more.
You bought an XX. It goes great with an YY.
Hey! You forgot to sign up for _____. It’s not too late to complete it.
Your friend XXX uses Golf Brand A. You should too.
We miss you. Come back and visit us.
Retargeting on Google
If you already have a Google AdWords account, you’re good to go, if you don’t, you need to create one (we can help!) Google retargeting (which they like to call “remarketing”) works with your website tags. The tags you add to specific pages will correspond to specific categories, for example, if your business is golf merchandise, you’d create a “putter” tag on the pages that directly relate to putters.
Now, you can create a retargeting campaign/Google ads tailored for the specific keyword “putter.” Visitors to your golf web site who check out pages tagged with “putter” will have a cookie placed in their browser so that they then see your putter-targeted ads across the vast number of Google partner sites in the Google Display Network.
Ways to remarket with Google*
Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps.