Peanut butter and jelly. Shawn Spencer and Burton Guster. The Seattle Mariners and massive disappointment. There are some duos that make perfect sense – pairs that work extremely well together.
In the online marketing world, there is one pair of tactics that also seems like a perfectly complementary duo – ad retargeting and content marketing.
What is Ad Retargeting?
If you browse the web at all, you’ve been subjected to what’s known as “Ad Retargeting.” Ad retargeting is an advertising tactic that shows ads for websites that you’ve already visited, in an effort to draw you back to their website to make a purchase.
Ad retargeting is based on the theory of branding. Once someone sees your brand, they start to trust it. So if you can attract them back to your website with ads related to the pages they visited, they’re more likely to become a customer. It’s a much more effective strategy than simply paying for advertisements to show to those that may have nothing to do with your business. Ad retargeting:
- Reduces wasted clicks.
- Takes advantage of branding.
- Improves targeting.
Ad retargeting is a great tool. But it’s a tool that only makes sense if you can attract people to your website, since only by reaching your website will someone’s data be logged for retargeting. For some companies that are already fairly well known, that may be easy. But for others, you need to make sure that your website is ranking for search terms that indicate they may convert to a customer someday.
Enter Content Marketing
Content marketing is perfectly designed to complement any ad retargeting plan. Content marketing helps your website rank extremely well in search engines, not only for your main search terms, but also for search terms that may indicate they could become customer someday.
Content marketing adds pages to your website that are of interest to the reader, and often answer questions that may help you with your branding. For example, imagine you are a pest control company. You have a blog with a post on “How to Remove House Centipedes in New York.” It’s an article with do-it-yourself tips for those that are suffering from pest issues.
This is a potential client, because they’re in New York and they’re struggling with pests. By creating a high quality post, you were able to:
- Rank for a search term relevant to your business.
- Build rapport with the customer by offering them helpful information.
- Brand your business.
You were able to target a specific subsection of the New York population that you know may be interested in pest control services. Now, with ad retargeting, you’re able to reach them again with ads on the websites they visit reminding them of your pest control work. If they don’t need you, they won’t click. If they do, they’re recognize your website – and since you’ve already established yourself as a trustworthy brand, they’ll be more likely to call you first.
Many marketing and advertising methods are fairly independent of each other. But content marketing and ad retargeting are the perfect match. If you’ve ever considered ad retargeting, make sure you compliment it with a content marketing campaign from Great Leap Studios. Contact us today to learn more.