Many are not aware what exactly is an ad retargeting on social media. Basically, retargeting is “a form of behavioral advertising that uses cookie-technology to help advertisers focus their digital advertising efforts and money on re-engaging with past website visitors and customers.”
Advertisers continue investing in retargeting because serving ads to a targeted audience of past website visitors, regularly boosts ROI, and this has been proven.
So you have decided to invest time and money to optimize your retargeted ads. Buying ad space on related sites and popular search engines will be quite expensive without yielding high conversions.
As more and more businesses are turning to social media for advertising, the social media platforms are catering to their needs with strategic tools to maximize exposure to the market. Retargeted ads, though specialized, are no exception.
It is common knowledge that business professionals are active on social networks during much of the work hours. Instead of relying solely on status updates to reach your target prospects, incorporate social advertising into your marketing mix to boost engagement and conversions. Please know that social media advertisers that use ad retargeting are already using significant resources to regulate their campaign.
Facebook is a fascinating tool for ad retargeting because it enables companies to position ads for extremely broad audiences as well as very specific users. They can start with details such as gender, race, age, location ethnicity and financial status. Of all the social media channels, Facebook’s features are the most developed because they offer so many different market strategies within affordable price ranges.
Twitter has been regularly making updates to its range of ad products, so it came as no surprise when early this July they introduced retargeting as the next tool available to Twitter advertisers. Twitter plans to slowly roll-out this feature by initially testing with a small number of advertisers in the U.S. However, given Facebook’s recent success with a similar retargeting technology, we can be sure that Twitter is anxious to expand its retargeting offerings.
A third and equally significant option is LinkedIn. LinkedIn is the best venue for running B2B ads given that the demographic is largely business professionals. It allows for retargeting strategies that can filter viewers by company type and size, headquarter location and industry.
Of all social media sites, LinkedIn would be the right place to post ads for job offerings, office needs and consulting services as Linkedin is essentially a business-oriented site.