Significantly increase your ROI with an intelligent retargeting campaign

How does retargeting work? Let’s first start with the basics. When someone initially clicks on your website they are likely looking to have some type of job performed at their residence or building, whether it be a problem with their drains, air conditioner repair, or kitchen remodeling. But people like to shop around. Potential customers may visit several Plumbing or HVAC sites before choosing the one that is best suited for them.

Another factor that comes into play is the urgency of the service, if someone is dealing with a backed up toilet they will want to have it taken care of right away, however, those looking to install a new shower may take several weeks to decide on what route they are going to take. People can also get sidetracked, they may take a quick gander at what your business has to offer online before having to take the kids to soccer practice and after returning home they are on a different site looking at topics completely unrelated to plumbing or HVAC services. This is where the actual plan of retargeting becomes extremely useful; by using a particular JavaScript code you can create a banner ad that will follow prospective customers everywhere they go on the Internet. They could be looking at a page about health food trends and there your company will be…just a friendly reminder that you are still out there.

However, there are some categories of people who simply have no interest in purchasing your services and for this Google Analytics can help you to fine-tune your campaign so that it only advertises to prospective buyers. Individuals that only visited your site for 10 seconds or less likely clicked on it by accident or were not the right candidate for your company and there is no sense wasting time and money sending your ad out to the wrong people. Google Analytics gives you the option of tracking what types of sites your visitors are viewing online so can make a more informed decision on who you want to target. Come up with a very specific ideal customer and tailor your campaign just for them.

Retargeting is also a great way to thank existing customers for their business and to keep them coming back by staying top-of-mind and even offering an occasional discount. You can additionally set up a retargeting campaign on Facebook to gain even more reach. Send out some reviews and testimonials to your audience in order to reinforce the trust people put in your Plumbing or HVAC business.

A good rule of thumb for any retargeting campaign is to utilize this resource as a 1-month marketing tool, if viewers haven’t revisited your site by that point they are likely not coming back. But if done correctly, with the right type of audience in mind and the appropriate specifications for your particular campaign, retargeting can be a very powerful piece of the Internet marketing puzzle.

For even more information on retargeting and how you can use it to boost your company's online marketing, watch Josh Nelson's video below.