The Ads That Make the Media Work

How do ads become viral? They get passed along and shared between friends, family members, and internet strangers at an ever-increasing rate. Why do they share them? Because they find the ads remarkable.

People don’t share your ad because they want to be a shill for your brand. They share it because the content and messaging help them promote their own identity.

As the wise advertising wizard, Roy H. Williams once said:

“The media doesn’t make the message work. The message makes the media work.”

Sow how can you create a message that your preferred audience can identify with?

Retargeting.

Now, you may be wondering, “What is retargeting?”

In this article, we’ll give you all the essential information on retargeting ads so that you can create an ad campaign that boosts brand awareness and drives revenue. So let’s get started!

Have You Been Retargeted?

Have you ever visited a website or clicked on a product page to then see banner ads for that same company everywhere you go for the next several days?

Congratulations, you’ve been “retargeted.”

Retargeting ads are a form of online advertising that enables businesses to keep their name in front of bounced traffic after they leave a website.

It is a tool that showcases your ad, meaning it’s designed to show traffic to your website – and increase the likelihood that they’ll convert into paying customers – by targeting them with personalized ads across the web as they browse.

Retargeting ads are the newest and shiniest form of online advertising. According to a report by Skai, retargeting ads boast a 10x higher conversion rate than traditional banner ads.

Think of it like a boy who stalks a girl after a bad first date. He’s following her around saying, “Give me another chance. Give me another chance. Give me another chance…”

But you don’t have to be that boy. All you have to do is not blow the first date.

At Wizard of Ads®, we help residential home service companies with their digital marketing. We know a thing or two about what it takes to get a customer’s attention, and we’re excited to share our knowledge with you.

Book a call with us today to learn more!

Retargeting Types

There are two main types of retargeting: display and search.

Display Retargeting

Display retargeting ads involve showing ads to users based on their web browsing history. It’s a great way to reach potential customers who have already shown an interest in what you have to offer.

By targeting ads specifically to them, you can increase the chances that they will take notice of your brand and consider making a purchase.

Search Retargeting

Search retargeting ads show ads to users based on the keywords they have searched for in the past. Like display retargeting ads, it’s an effective way to reach potential customers, but it can be especially useful for reaching those who are already in the process of researching a purchase.

By targeting ads to them based on the keywords they have searched for, you can ensure that your brand is front and center when they are making their decision.

Both display and search retargeting ads are effective methods for reaching potential customers and driving sales. However, it is important to consider which type of retargeting ads will be most effective for your business before launching a campaign. If you are unsure, testing both types may be the best way to determine which is right for you.

Retargeting vs. Remarketing

Retargeting ads work to keep brands in front of bounced traffic after they leave a website. Remarketing, on the other hand, is a tool that Google uses that lets businesses reconnect with customers who have already shown interest in their products or services.

The main difference between retargeting and Google remarketing is that retargeting keeps your ads in front of potential customers as they move around the web while remarketing only shows your ads to people who have already been to your site.

Both retargeting and remarketing can be effective tools for driving conversions, but which one you use will depend on your business goals. If you’re looking to reach a wider audience, retargeting may be the best option. If you’re focused on driving conversions from people who are already familiar with your brand, remarketing may be a better choice.

Either way, both retargeting and remarketing can be useful tools in your digital marketing toolkit.

Advertising Doesn’t Fail. Ads Fail

Let’s get back to the “remarkable offer” we were talking about earlier.

We went over how the message makes the media work, not the other way around.

When your message hits the mark, whatever media channel you use to deliver it will perform like nothing you’ve ever seen before.

This is why advertising doesn’t fail. Ads fail.

To create retargeting ads that drive success, here’s what you need to do:

1. Figure out what makes your offer remarkable

This can be anything from a super-huge value stack to an exclusive advantage or an emotional benefit. Your offer should be enticing enough that people want to act on it. Think about your ideal customer’s pain points and what you do better than the competition to alleviate them.

2. Build your ad around that one thing

Now you know what makes your offer special, so build your ad around that. If you’re selling a product, make sure the product is the star of the show. And if you’re promoting a service, make sure your offer is clear. Don’t try to cram too much into your ad–keep it focused with messaging that tells a story to your customer of how their life will be better if they take you up on your offer.

3. Make sure your offer is relevant to your audience and consistent with your brand

Your offer needs to be something that your target audience actually wants, and it should be in line with the overall image and message of your brand. If you’re an HVAC company, for example, focus on ads that showcase your reliability and affordable prices, rather than ads that feature your luxury or high-end products.

4. Test, test, and test again until you find the right mix of elements that work together

No matter how great your ad looks on paper, it’s not going to do you any good if it doesn’t work. The only way to know for sure is to test it out and see how people react. Try different headlines, images, copy, call-to-actions, and anything else you can think of. Then, track your results using methods like A/B testing to see which version performs the best.

When you get it right, your ads will stop feeling like ads and start working like magic. So don’t give up on advertising; just make sure you’re process is seamless and your messaging is compelling.

That New York Times story goes…

A recent New York Times article, written by Bruce Feiler shared a study that out of two billion web visits, 55 percent of readers spent less than 15 seconds on the page.

This shocking statistic proves the quote given by David Ogilvy — otherwise known as “The Father of Advertising” — to be correct:

“Five times as many people read the headline as read the first line of body copy. So when you’ve written your headline, you’ve spent 83 percent of your ad budget.”

One shopper can be hopping from website to website, skimming and skimming until they decide on a company to purchase from — that company (hopefully) being you.

So, what did the other companies do wrong?

They spent too much time worrying about the technology that reaches the shopper, and too little time focusing on the message of their ad.

Small business owners are getting non-stop sales pitches that tell them they can “reach the ideal customer” digitally.

That New York Times article goes on to say,

“In the last few years, there has been a revolution so profound that it’s sometimes hard to miss its significance. We are awash in numbers. Data is everywhere. Old-fashioned things like words are in retreat; numbers are on the rise. Unquantifiable arenas like history, literature, religion and the arts are receding from public life, replaced by technology, statistics, science, and math. Even the most elemental form of communication, the story, is being pushed aside by the list.”

But mark our words: At Wizard of Ads®, we will always be a guardian of the “unquantifiable arenas.” We are proud to wield the power that literature, history, religion, and the arts possess in the world of advertising.

Sure, we’ll keep up with all the new tech, but it won’t ever be relied on for wisdom, persuasion, emotion, or humanity.

Ready to tell a story through your retargeting ads?

Book a call with us today to learn more!