Whenever you are advertising over the internet, you’re trying to do one of two things: either push people to your website or pull them back to you. Both strategies are vital to achieve results, but they involve different tactics and formats.
For example, paid search ads or introductory promoted posts on social media sites can be thought of as push advertising. Each one is designed to introduce your business (or its products and services) to buyers and get them to check you out. The same applies to contextual and behavioral targeting ads. These are designed to push traffic to your website. Then, the hope is that potential customers or clients will fill out a form, make a purchase, or contact you in the real world.
However, years of marketing experience tell us that the vast majority of prospects – somewhere around 98% – are going to need more exposure to your brand before they make a decision. That’s where strategies like retargeting come into play. They let you run continued ad campaigns to the same potential buyers, pulling them back toward your website and business where they convert in higher numbers.
It’s hard to put together a successful advertising campaign without a good push. And, if you neglect the pull you’ll almost undoubtedly miss out on winnable sales opportunities. The key is to take both into account and tweak your budgets and campaigns accordingly.