How Display Retargeting Can Build Loyal Customers

Use Retargeting Digital Advertising to Build Your Franchise Business

Let's start at the very beginning. What is retargeting?

According to our programmatic digital advertising execution partner or DSP, Centro, "Retargeting is a form of online advertising that uses data to re-engage potential leads or customers who leave your website without converting."

When people leave your website without buying anything, for example, retargeting helps you reconnect with them by showing relevant ads as they browse the web, use mobile apps, engage on social media, or search.

The elegant beauty of retargeting ads is that you can continue to communicate those people with a variety of messages. And with unique tracking links you can programmatically serve up ads that speak to where they are geographically and direct them to unique landing pages to help them complete that conversion, whether your brand defines that as a purchase or a contact us form fill.

Retargeting is multi-platform and can be done through Facebook, Display, and Search. Retargeting delivers strong results for increased awareness, website traffic and conversion rates.

Some of the essential and tangible benefits of retargeting for a franchise brand or franchise location are critical to driving business:

• Re-engage past purchasers. Retargeting campaigns typically have a 30-day look-back period, so even if you start your brand's campaign today or have a lapse for some reason, you can still reach those past customers from at least the last 30 days.
• Stay top of mind. Retargeting campaigns typically have a 3X higher click thru rate than regular display campaigns, and that's because that potential customer has already engaged with your brand or franchise location in some way, and thus has a pre-developed familiarity.
• Spur conversion. Most websites have a very low first-time visitor conversion rate, so by increasing the frequency of reminder advertising, retargeting creates a recency effect, to help generate and capitalize on that higher click-thru rate.

The net net is that retargeting enables franchise brands' advertising to leverage data on their website's visitors to create personalized, meaningful, relevant reminder ad targeting engaged customers to get them to come back. What brand doesn't want that?