Life is full of distractions.
Whether someone visits your website and takes no action, or they see your ad and take no action, it doesn’t mean they were not interested.
There is any number of reasons why it might not have been the right time for them to follow through and take action.
That is why it is vital that you have a good retargeting strategy.
Yes, retargeting can sometimes feel creepy but it doesn’t need to be. Many consumers are actually happy to see an ad as a reminder.
And remember, retargeting isn’t only about reminding people about the product they didn’t buy or the webinar they didn’t register for.
Retargeting is also for educating potential customers and growing your reputation in their minds.
A perfect example of this is if someone found your website from a Google search but had never heard of you before.
By retargeting them with ads on Facebook and Instagram you have the perfect opportunity to build credibility and convert them into a loyal customer.
Oh sorry! I got distracted!
And you know what? That’s exactly what happens so many people when they’re online!
They could be going through their Instagram feed or their Facebook feed, they see your ad, but something happens.
Maybe their bus comes and they put the phone back in their pockets and that’s it! Next time they go on your ad is gone.
Or maybe they actually clicked on your ad, or maybe they ended up in your website for a completely different reason, nothing to do with running an ad, but something else came up or they didn’t have time.
If you don’t have a good retargeting strategy, that potential customer is lost.
So you really need to think about how you’re going to retarget visitors to your site and people who see or who engage with your ads.