RetargetLinks is a link retargeting platform that allows you to retarget every user that clicks on your link with targeted display ads. While you can use RetargetLinks to grow the top part of the funnel and increase brand awareness, where the technology is most efficient is in optimizing the bottom of the funnel and converting more prospects to customers.
Don't have enough people in your funnel? Check out our helpdesk article Top Of The Funnel: How To Grow Your Audience to start building your audience instead.
Before we dive in, what is bottom of the funnel?
If you are unfamiliar with the sales/marketing funnel, no worries - here is a little overview.
The sales/marketing funnel is a way to categorize your target market into different stages of the buyer's journey. This is what the sales funnel look like:
The bottom of the funnel (BOFU), also known as the conversion stage, is where your prospects are ready to convert and are looking for the right time to pull the trigger. So, how do you convert these prospects with RetargetLinks?
Convert more prospects with link retargeting
1) Share third party content from reputable sources to increase engagement
Ever read an article and thought, "My target market would love this!"? Sharing third party content was not optimal in the past because there was no way to capture the traffic that you directed to a third-party site. However, sharing third-party content from reputable sources can give you a huge advantage. Not only are you reducing the amount of self-promotional content you share (let's face it, no one likes to have a product shoved in their face all the time), you re-engage prospects in your funnel by sharing trending content that they actually want to read without having to waste time, effort and money intro reproducing the same content on your own blog.
With link retargeting, you can shorten the URL to any third-party content and share it via social media, email newsletters or text messages. Every user that clicks on your shortened links will automatically be added to your retargeting audience in RetargetLinks. You can then retarget these users with targeted ads!
2) Segment users with content to personalize advertising and improve conversions
Have a ton of prospects in the funnel but struggling with conversions? Use link retargeting to segment your users into targeted audiences and retarget them with ads that are relevant and personalized to them. Personalized advertising is one of the strongest influencers of click-through-rates. While industry average for ad click-through-rates range between 0.05% - 0.07%, with link retargeting and personalized ads, click-through-rates can jump up to 0.5% (that is a 50% increase).
One more area where segmentation with link retargeting can make a huge difference is in updating your current customer list. While your customers might have bought a certain product or service with you initially, that does not mean that that is all they are looking for. With time, preferences, priorities and needs change and link retargeting can help you, not only keep track of these changes but also help you advertise on the basis of these changes!
Let’s take the example of Pampers for instance: If Pampers wanted to segment their current customer base into expecting mothers and mothers that have toddlers, they could send an email with two articles that pertained to each segment.
Each user that clicked on the respective links would see ads that were relevant and personalized to them:
3) Switch self-promotional ads with content-based ads
This is a neat way to increase click-through-rates that a lot of people are not aware of. And rightfully so - there was no point of doing this in the past mainly because there was no benefit from it. However, with link retargeting, the ability to switch self-promotional ads with content-based ads is not only a possibility, but also a huge competitive advantage. Why switch? Content gets up to 10 times more clicks that self-promotional ads do. Improve click-through rates, segment new prospects and serve a highly personalized buyer's journey from the first touch point!
And every user that clicks on the content-based ad will see the relevant ads everywhere they go online: