Retargeting Ads: 𝟵𝟵% of visitors leave your website without converting. Here's what to do!

𝟵𝟵% of visitors leave your website without converting—lost forever 🥺—which is why you need a retargeting strategy.

🚨Note: this one is a tad technical (but it’s worth the effort!)🚨

𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: 𝘴𝘩𝘰𝘸𝘪𝘯𝘨 𝘢𝘥𝘴 𝘰𝘯𝘭𝘺 𝘵𝘰 𝘪𝘯𝘥𝘪𝘷𝘪𝘥𝘶𝘢𝘭𝘴 𝘸𝘩𝘰 𝘩𝘢𝘷𝘦 𝘷𝘪𝘴𝘪𝘵𝘦𝘥 𝘢 𝘱𝘢𝘨𝘦 (𝘰𝘳 𝘷𝘢𝘳𝘪𝘰𝘶𝘴 𝘱𝘢𝘨𝘦𝘴) 𝘰𝘯 𝘺𝘰𝘶𝘳 𝘸𝘦𝘣𝘴𝘪𝘵𝘦.

#WordStream reports a 𝟮.𝟯𝟱% average conversion rate across all industries... and closer to 𝟭% in the #RealEstate space.

𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻: 𝘸𝘩𝘦𝘯 𝘢 𝘸𝘦𝘣𝘴𝘪𝘵𝘦 𝘷𝘪𝘴𝘪𝘵𝘰𝘳 𝘵𝘢𝘬𝘦𝘴 𝘢 𝘥𝘦𝘴𝘪𝘳𝘦𝘥 𝘢𝘤𝘵𝘪𝘰𝘯 (𝘴𝘶𝘤𝘩 𝘢𝘴 𝘤𝘰𝘮𝘱𝘭𝘦𝘵𝘪𝘯𝘨 𝘢 𝘤𝘰𝘯𝘵𝘢𝘤𝘵 𝘧𝘰𝘳𝘮)

Online ads (like Google Search or Facebook), in large part, are meant to drive traffic to your website, where, ideally, the site will (strategically) prompt visitors to register for some item of value, depending on whatever the ad campaign offered—e.g. a custom home search, an instant home valuation, or a resource to download. The main point of that is so that you, the agent, can follow-up and nurture the lead proactively (phone/text/email), building trust up until the point at which the lead elects to hire you.

Website visitors bounce (i.e., leave your site) for myriad reasons:

🚫 The visitor expected to see something different from what they found (e.g. they expected to see a list of foreclosures but, instead, were directed to an “about us” section).
🚫 The page loaded too slowly. These days, you’ve got about 4 seconds before your visitors dart.
🚫 The site forced registration prematurely (and/or intrusively).

That last one is the primary issue to discuss. I’m not opposed to forced registration—however—if you’re not retargeting those lost visitors, I’m inclined to change my opinion. What’s more, if you’re driving cold traffic (i.e., visitors who are unfamiliar w/ your business) to your website (again, by way of ads on Google or Facebook, for instance), there’s a super high chance they’re gonna bounce—meaning, you need a “follow-up plan!”

H̲E̲R̲E̲’S̲ W̲H̲A̲T̲ W̲E̲ K̲N̲O̲W̲:

☑️ Website visitors who are retargeted with display ads are 70% more likely to convert. (Software Advice)
☑️ The click-through rate (CTR) of a retargeted ad is 10-times higher than the CTR of a typical display ad. (Wishpond)

My point is, get busy RETARGETING. If you want to improve your site conversion (AND YOU DO!), it’s pretty darn simple: drive warm traffic to your site! What’s warm traffic, you ask? It’s people who’ve already been on your site, who’ve engaged with your social media content, and/or who’ve prior interacted w/ your business in some way, shape, or form. They’re the ones who know you, and thus, the ones who are most likely to convert!

Now… the stats above refer to display ads, which are (for the most part) powered by the Google Display Network (GDN).

𝗚𝗗𝗡: 𝘢 𝘨𝘳𝘰𝘶𝘱 𝘰𝘧 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 2 𝘮𝘪𝘭𝘭𝘪𝘰𝘯 𝘸𝘦𝘣𝘴𝘪𝘵𝘦𝘴, 𝘷𝘪𝘥𝘦𝘰𝘴, 𝘢𝘯𝘥 𝘢𝘱𝘱𝘴 𝘸𝘩𝘦𝘳𝘦 𝘺𝘰𝘶𝘳 𝘣𝘢𝘯𝘯𝘦𝘳 𝘰𝘳 𝘪𝘮𝘢𝘨𝘦 𝘢𝘥𝘴 𝘤𝘢𝘯 𝘢𝘱𝘱𝘦𝘢𝘳.

However, retargeting isn’t directly limited to display ads. It can be done by way of Facebook ads, Instagram ads, LinkedIn ads, YouTube ads, Google Search ads, you name it.

“𝘍𝘳𝘦𝘲𝘶𝘦𝘯𝘤𝘺 𝘭𝘦𝘥 𝘵𝘰 𝘢𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴, 𝘢𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴 𝘵𝘰 𝘧𝘢𝘮𝘪𝘭𝘪𝘢𝘳𝘪𝘵𝘺, 𝘢𝘯𝘥 𝘧𝘢𝘮𝘪𝘭𝘪𝘢𝘳𝘪𝘵𝘺 𝘵𝘰 𝘵𝘳𝘶𝘴𝘵. 𝘈𝘯𝘥 𝘵𝘳𝘶𝘴𝘵, 𝘢𝘭𝘮𝘰𝘴𝘵 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘦𝘹𝘤𝘦𝘱𝘵𝘪𝘰𝘯, 𝘭𝘦𝘢𝘥𝘴 𝘵𝘰 𝘱𝘳𝘰𝘧𝘪𝘵.” (𝗦𝗲𝘁𝗵 𝗚𝗼𝗱𝗶𝗻)

The enduring aim of marketing is to build trust. So if you didn’t convert a lead on the first pass, it was due to a lack of trust. So… go again (and again)! That’s the way the game is played.

Retargeting,Real Estate Agent Training,Real Estate Agent Marketing,Marketing Follow-up,Display Ads,Lead Conversion,Lead Generation,