People often visit websites to look for information or products and services, but they may not always make a purchase or take any action. It’s not uncommon for this to happen, but it doesn’t mean that the potential customer is lost forever. Retargeting services allow businesses to still stay top-of-mind and increase the chances of getting a conversion from those who have previously been on their website.
Facebook and Google are two popular retargeting platforms that offer unique features and advantages, but which one is suited for your business? Real Time Marketing explores both options and how they can work well depending on your objectives.
A Look at Facebook Retargeting
Let’s say that someone visits your website and browses through some products or services, but leaves after a few minutes without any notable action. Then, as they scroll through their Facebook feed later on, they see an ad for your website with a product or service they were interested in. This is a Facebook retargeting strategy at work. This is made possible with the use of Facebook pixel, which is essentially a code placed on your website that tracks visitors and their behavior.
You can create different ad sets based on the pages visited or actions taken on your website. You can also retarget people who have added items to their cart but didn’t complete the purchase, giving them a gentle nudge to come back and finish the transaction. Additionally, Facebook offers various ad formats such as videos, images, and carousels, giving you flexibility with Facebook ads optimization and how you want to showcase what your business has to offer.
How Google Retargeting Works
Google retargeting, also known as Google Ads remarketing, primarily uses display and search ads to re-engage users across the web. By placing a tracking code on your website, Google identifies visitors who didn’t convert and shows them ads on websites within its vast Display Network or at the top of search results.
One advantage of using Google retargeting is its integration with other Google platforms such as YouTube and Gmail. This means your retargeting ads can reach users across different channels, making your brand more visible and memorable. Plus, with the use of Google Analytics, you can get insights on your Google local campaigns and make data-driven decisions for future strategies.
Which is the Right Choice for Your Business?
If your goal is to build brand awareness through eye-catching visuals and reach users who are active on social media, Facebook retargeting is an excellent option. Its engagement-driven approach can be particularly effective for home service companies showcasing completed projects, customer testimonials, or seasonal promotions.
On the other hand, if you’re looking to target users actively seeking your services or to maintain visibility across a broad range of websites, retargeting through Google Ad management services offers unparalleled reach. It works well for home service businesses targeting users who have searched for specific services, such as plumbing repair or HVAC maintenance, as it allows you to appear in relevant search results.
When in need of a retargeting agency that can provide expert guidance on which platform to use, Real Time Marketing has you covered. We specialize in creating customized strategies tailored to your business objectives and target audience. Reach out to our team today to schedule your consultation!
