“Retargeting”: A Cost Effective Way To Sell More Properties

This article was sponsored by our partners at ZPG. 

What is retargeting?

Retargeting displays your adverts to people who’ve already visited your website, as they continue to browse the internet.

It’s a simple way to enhance the effectiveness of your digital marketing.

Many property professionals capitalise on retargeting by advertising the properties a user has looked at after they’ve left your site.

Why use it?

By exposing audiences who are already aware of you to consistent and specific messaging, you can raise brand awareness and increase engagement.

It’s been found that 26% of customers will return to a site through retargeting, compared to 8% of customers who return to a site without it.


Estate agents and new home developers can retarget a property advert of their choice to the most relevant visitors once they leave Zoopla, PrimeLocation and SmartNewHomes

It often has a lower cost per click, and a higher conversion rate than other marketing channels.

This means you’ll be spending less on targeting an already engaged audience, keeping you in front of the people you’ve worked hard on getting to your site.


How to create great retargeting campaigns:

 1. Set goals

Determine the objective(s) and measurables you want your campaign to achieve and who you want to target.

2. Find your platform

Decide the most appropriate place to target your audience.

Use Google AdWords to target people browsing the web, or Facebook Ad Manager or Twitter Ads for advertising on social media.

3. Set yourself up

You’ll need to insert some code into your website from Google, Facebook or the platform you’re using, so they can track your visitors.

Instructions on how to do this can be found in the help section of the platform you’re using.

4. Segment your audience

Build profiles for your target audiences – for instance first time buyers or people searching in a specific area – so you can deliver them targeted messaging by determining what they’re in the market for.

This can be done through Google AdWords or Facebook Analytics.

5. Test your message

Rotate your ads to see which creative and messaging gets the most attention.

And put on a frequency cap of around 9 ads per month so your content stays fresh to your audience.


What are the drawbacks?

One of the limitations of retargeting is that it’s difficult to extend your audience base.

Initially you may see an increase in engaged users when incorporating retargeting into your digital marketing plans, but those results could plateau if you aren’t getting enough new users to your website through other means.

This is why ZPG developed AdReach.

We do all the hard work so estate agents and new home developers can retarget an advert of their choice to the most relevant visitors once they leave our websites, such as Zoopla, PrimeLocation and SmartNewHomes.

Our property portals receive 50+ million visits every month (Source: ZPG Internal Data, 1-31 March 2018) and we can identify landlords, buyers, sellers, and renters, as well as desired location and property type. Because AdReach uses ZPG first party data, it’s not affected by data regulation changes as some third party tools and agencies have been recently.

And best of all, you only pay when your ad is clicked.

Find out more about AdReach.

 

 

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