What Is Retargeting?
If you have a smartphone or internet connection, there’s a good chance you’ve done some online shopping this holiday season. The best part of browsing online for what you want is comparing discounts and hunting down deals from competing websites. But during this process, did you notice ads for the item you just searched appear on different sites? Did that product find you on Facebook? Well, don’t worry it’s not a coincidence or a conspiracy. This form of advertising is actually referred to as retargeting. Many of us see it and don’t know what it’s called, but it is a powerful marketing tool utilized by the internet.
Customer conversion
Without retargeting, 92% of potential patients who find your site will leave without returning. 72% of new visitors will abandon your website. That doesn’t necessarily mean they didn’t find what they wanted, they just weren’t ready to purchase. Retargeting is your key to reach that high percentage that did not convert on their first visit.
Practices can shy away from this technique because they do not want to be viewed as SPAM. What you have to remember is that you aren’t sending ads to people who have never heard of you or aren’t interested in your services; you are sending reminder ads to only potential patients that were already on your site! Naturally, this makes retargeting ideal for conversion optimization and a smarter way to spend your ad dollars.
What makes retargeting so powerful?
- Turns “window-shoppers” into buyers – reminds patients of the service you offer.
- Increases brand awareness – potential clients will see your name on other websites.
- More cost effective advertising – paying to advertise to patients that already showed interest in your practice.
How does it work?
A small piece of unnoticeable code is placed on your website. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when those visitors browse the web, the cookie will let your retargeting provider know when to serve ads. This ensures that your ads are served only to people who have already visited your site.
If you own a practice and are looking to grow your revenue with a greater online presence, look no further then Ortho Marketing. We offer the tools and resources to enhance your marketing strategy, and increase your reach to more potential patients. Contact us today! (914) 788-1555.
