Targeting Cold Audiences to Warm Up Leads
A new ad campaign might provide quick traffic, but it isn’t likely to bring you leads unless you’re targeting the right audience.
Cold audiences are people who do not know you or your product, so they don’t buy from you right away.
Paid advertising can move cold audiences to warm audiences who are ready to purchase your products or services once they become familiar with you and what you have to offer.
1) How Advertisers Use Digital Advertising
The technique behind retargeting is quite simple: when you visit a website and interact with content in some way (by watching a video, for example), a cookie will be installed on your device.
If you return to that same site in the future, ads related to your previous activity will appear.
This idea of precision retargeting has become extremely popular in digital advertising; advertisers will often spend large amounts of money targeting cold audiences with persistent precision in order to move them from cold to warm audiences.
2) Pay Per Click
Pay per click (PPC) is a form of internet advertising that allows advertisers to specify how much they are willing to pay each time their ad is clicked.
This process is automated through software and, once approved by an ad network, payments are made based on how many clicks your ad receives.
With PPC you can target cold audiences with persistent precision in order to move them from cold to a warm audience.
Remarketing involves placing your targeted ads on web pages of people who have visited your website.
This process is known as retargeting. If you own a brick-and-mortar store, you can use remarketing to target potential customers who browsed or even purchased an item but didn’t leave with it.
You might also find value in targeting people who’ve searched for specific products or keywords on search engines like Google and Bing.
Retargeting is when you run advertising to people who have already visited your site, instead of running it on a large pool of cold audiences.
With retargeting, you’re able to target cold visitors in order to convert them into warm leads by delivering tailored messaging.
Retargeting works by placing cookies on someone’s computer after they visit your site, then delivering ads that pertain specifically to that person based on their previous actions.