In most cases, all of your marketing efforts drive members
and customers to your website to join, register, or purchase an item. But the reality is that once a prospect comes
to your website many do not complete their transaction on the first visit.
For example, very often potential attendees visit an
association’s website to find out the date, location, or cost for a
conference. However, these prospects
rarely register right away. They may
need to check their calendar, the cost of flights, or get budget approval to
attend.
Similarly, one organization that we serve has a fairly high
dues rate that is paid out-of-pocket by the member. Because they may need to “think it over”
before joining, they have nearly 10,000 shopping cart abandons for their membership
application each year.
Because an organization’s website is core to the purchasing
process and because many prospective members do not buy on their first visit,
adding Remarking (also known as Retargeting) advertising to website is a necessity today for
organizations.
A remarketing program involves adding code to specific pages
of your website that “cookies” your site’s visitors and then shows them
relevant ads on a wide variety of third party sites as they travel across the
Internet and reminds them to return. The
main providers of remarketing advertising are Google, AdRoll, and Facebook. Google and AdRoll remarketing ads run on a wide range of
sites that accept ads. Facebook
remarketing ads appear within Facebook application.
You can place the remarketing code on your entire website or
on pages specifically related to certain products or programs that you want to
promote. And by placing a conversion code
on your thank you page where a transaction is ultimately completed, you are
able to monitor that the sale was driven to your site from a click on a specific
remarketing ad.
Perhaps most appealing, remarketing programs are generally
very economical additions to your marketing mix because your costs are driven
not by impressions of ads, but by the actual clicks on the ad driving someone with
a proven interest in your organization back to your page.
Marketers spend a lot of money along with time and effort to
drive potential members and customers to a website and make a purchase. Online remarketing advertising offers an
effective and economical channel to increase the stickiness of these promotions
and remind prospects to complete the purchase that initially sparked their
interest. If you are not now using
online remarketing ads, give it a try.
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