International Door & Operator Industry

MAY-JUN 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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Page 30 of 110

SALES&MARKETING (continued from page 26) are then exposed to your display ad over time as they browse the Web on their favorite media properties. By combining both tools, you can greatly increase the chances someone interested in your services ends up calling you. Retargeting is a perfect replacement for traditional Pay-Per-Click efforts because it focuses your advertising on people who are familiar with your brand or have already shown interest in garage door service. The main difference is you'll pay a fraction of what it costs to show up in Sponsored search results, netting you a much better ROI than Pay-Per-Click in today's market. Here's the catch… Retargeting isn't a good enough strategy on its own. It performs best when run in conjunction with other marketing efforts like Search Engine Optimization or even traditional marketing strategies. Those efforts will drive traffic to your site, and retargeting will increase the likelihood that each of those visitors ends up calling to use your services. Without a steady flow of traffic to your site, there won't be enough people to retarget to. I'm convinced! How much does it cost? Not much – as low as a penny per ad view. But, a better way of looking at this topic would be to consider what Alain Parcan, Director of Marketing for Market Hardware, Inc., contributed this article. Alain brings nearly 10 years of experience in educating businesses so they can market themselves more effectively. Market Hardware helps small businesses compete on the Web and offers special discounts for IDA members. You can Reach Alain's team at 888-381-6925. percentage of your monthly marketing budget should go toward Retargeting. According to a recent study from advertising firm Marin Software, the majority of marketers spend roughly 10% of their budgets on Retargeting. Budgets typically range somewhere between $500 and $1000 per month, which would sufficiently ensure your ad is displayed enough to get a steady flow of leads. Like most Web Marketing strategies, talk to an expert who can work with your budget to maximize your ROI on a Retargeting campaign. The final word Retargeting is typically favored by marketers and business owners who have the time to monitor their spending, target data, and ROI – and have the chops to actually design and test ads. If you're looking for something you can 'set and forget,' you probably shouldn't try to manage a Retargeting campaign on your own. It takes time to keep track of all the data that comes through in order to optimize a campaign, so consider hiring an expert to manage your campaign and help design your ads. It's a small investment that can pay big dividends by driving stronger results. Consider Retargeting as another tool in your marketing toolkit to help you take your business to another level this year. Consumer searches for your business keywords or visits your Website Consumer surfs the web and visits a site on our network Consumer clicks the ad, visits your site, and contacts you. The site recognizes the consumer and displays your ad. TAG How does Retargeting Work? 28 International Door & Operator Industryª

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