How Retargeting Works

One really powerful type of display advertising is called retargeting and lets you use what people do on your website in order to target them with a specific advertising message even after they’ve left in this page will show you how it works and help you decide if retargeting is right for your digital strategy.

What Is Retargeting

Let’s use our example of a film review podcast once more. A potential customer comes across your website searching for something new to listen to on their morning commute. They’re interested and start to subscribe. But halfway through filling out the subscription form, they’re suddenly distracted by a phone call. So they leave your site before hitting subscribe. While you’re probably glad they visited your website, you’d be happier if they had finished subscribing. They might forget about your podcast or find something else to subscribe to. Instead, here’s where retargeting comes in. Your first step in retargeting is to define your target audience. There are lots of retargeting solutions out there to choose from, and many display networks offer this feature as well. But no matter which you use, your first step needs to be defining who your target audience is. So you could define your target audience as people who started to fill out the subscription form but didn’t complete it.

Your retargeting service might need you to add a little code to your Web pages or integrate it into your Web analytics tool so it can start collecting a list of people from your website who match this criteria. Again, this won’t be a list of individual people with any personal information, such as names or email addresses. Instead, it’s an anonymous list often called a retargeting list. This is of users who match your criteria. You can then be targeted with ads. So now you’ve defined an audience. Any visitors who start to subscribe, who don’t finish will be added to the list. Now it’s time to create ads specifically for them. These ads can be pretty focused because, you know, everyone seeing them has already started to subscribe on your website, so you might include things like special offers for extra content, a free gift for signing up, or some other incentive that’s aimed at getting them back and finishing subscribing. With a campaign set up to show ads to people on the retargeting list, you can now reach potential customers even after they’ve left your site. So later on, they might see one of your ads click on it and finish signing up once they’ve subscribed. There’s no need to show them ads with subscription incentives anymore.

Is Retargeting a Good Strategy

You might want to create a new retargeting list for current subscribers. Then you can target them with a different ad campaign, perhaps convincing them to come back and explore other podcasts on offer. So that’s how retargeting works. It tracks what people do on your website and then creates an audience based on their actions, letting advertisers design specific ads for people who have or haven’t done specific things.

Hopefully they spark some ideas of how you might be able to use retargeting for your own business to reengage visitors, turn them into customers and bring them back again and again.

Making Your Web Pages Search Friendly

In this page will talk about the simple things you can do to optimize the pages of your website so search engines can find you more easily, because if they can, so can potential customers. Let’s hear from Adrian about the impact this had on his business, all speeches, great and small.

Somebody gave me a very, very basic tip when I first started out. He just said, make every page as good as it possibly can be. So if you’re writing about something, I have as much information as you can. Customers believed in my site because they could see that I believed in what I was talking about, and the more I added, the more they came, the more conversions I made. When I first started out, I just had a best man speech, which literally said best man speech, a great if you want a best man speech written, contact me and once I added more to it. But how to deliver? What to look out for, what not to do, what to avoid, who to mention. Then lots more people clicked on on the on the contact button.

On page optimization or changes you can make to your websites, individual pages can quickly help search engines better understand your content. Let’s say you run a small farm called Blake’s Produce and are looking to optimize a page about your fresh fruits and vegetables selection. There are several elements on your page that can tell the search engine that the page is about fresh fruits and vegetables. These include meta tags and title headings and the page copy itself. Let’s start with meta tax and title. These aren’t something you would see on a Web page unless you’re looking at the code, the embedded messages that help the search engine determine what’s on the page. In particular, there’s the title and the meta description, the title and meta description are important because they are both used by the search engine to generate the actual search result for the specific page. The title is used to generate the first line shown.

The meta description is used to generate the few short sentences that follow for a page about fruit and vegetables, you’ll want to make sure that the phrase fruit and vegetables is in both the title and meta description. A good title would be like produce fresh fruit and vegetables. This describes what the page is about and also highlights your company name. A good meta description is usually two short sentences. It should also reinforce the title by using the key word or phrase. Again, a good description would be Blake’s Produce delivers organic fresh fruit and veg to your home as often as you need it. Order your customized box online.

A title should be short and sweet. A description should match what the page is about. You should also consider what’s on the page itself, what people who visit your site, not just the search engines, actually say there are two things you can optimize here to help search engines categorize your content correctly. Headings and page copy. Like meta tags, headings are embedded in the HTML code of your page, but they’re also visible to people often are displayed at the top of the page. A great heading would be fresh fruits and vegetables, which clearly tells a person what the page is about, but also works well for the search engines to.

Finally, if you’re writing a piece of content about fresh fruits and vegetables, you’ll naturally want to use that phrase in the copy. But don’t go overboard and repeat the phrase over and over because search engines may see that as spam. Remember that you’re writing primarily for people, so be sure your message is clear. So let’s recap what you’ve done to optimize the farm’s web pages. You’ve looked at each of the major elements used by search engines and in each instance told them this page is about fresh fruits and vegetables.

No matter where search engines look, they’ll see consistent and clear information about what’s on the page and that might help improve your search engine rankings.

The SEO Process

We’ll explain why search engine optimization SEO is an ongoing process and the steps you need to take to reach your goals, such as discovering what words and phrases people use to search for your products or services and improve the content on your site.

There is no shortcut for search engine optimization, which helps you improve your website’s visibility to people who are searching for products or services like yours. The first step is called keyword research, discovering what words or phrases people are looking for when they are searching for products and services related to your business.

Let’s say you have a small farm and have begun a fresh fruit and vegetable delivery service, once you know what people are searching for, maybe vegetarian recipes or sustainable produce, you can optimize your content and offerings to better match what they are looking for. That might mean posting a weekly recipe or writing a blog about life on the farm. The work of SEO is never done because trends come and go. Users can change their behavior and search engines evolve over time. Your job is to consider how changes will impact your site and what you need to do to continue to attract unpaid organic traffic. Here are four quick tips on how to stay up to date on search. One learn how search engines work. Many have blogs that offer updates on new features, algorithm changes and suggestions on how to better optimize your website. To keep an eye on changes and monitor how they affect your website, for instance, you might read that the major search engines made a change that improves users experiences on mobile search results if your website isn’t optimized for mobile devices. You’d probably want to update your website to be more mobile friendly. Three, find inspiration from other websites. Do they offer free shipping? Are they active on social networks? Do they regularly update their website with photos? Adopt the practices that will work best for your business? Finally for talk to your customers. They have the best insights on what content your site is missing, features that are needed or products that they’re looking for. Even the way your customers describe your products can be a form of keyword research as they’re likely to use those same terms to search.

There you have it, the ongoing SEO process. It’s simply understanding what visitors want, creating and sharing the content they’re searching for and being willing to change tactics when necessary.

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