How To Get People Who Have Left Your Dental Website Back with Retargeting
Some studies reveal that the vast majority of people that visit a website don’t end up performing an action such as making a purchase, filling out a form or setting up an appointment. They simply leave a website for no apparent reason and never return. But, what if there was a way to get them back to your website? Retargeting allows you to do this.
Retargeting, sometimes called remarketing, is a form of paid advertising which allows you to target and show ads on 3rd party websites to people that have visited your website, enticing them to click on the ad which then takes them back to your website. When a prospective new dental patient enters your website, a retargeting cookie is placed into their web browser. This small piece of code stays within their browser, so that once they leave your dentist website and visit another website online that allows retargeting advertising, an ad will appear on this 3rd party website aimed at enticing a potential patient back to your website. You have most likely seen these types of banner ads before and wondered how they knew where you just were. Now you know that retargeting advertising was involved.
Retargeting is a form of paid advertising that is more affordable than most PPC (Pay-Per-Click) campaigns, and historically has a better ROI (Return On Investment) than most other online paid advertising programs. While there are several retargeting platforms available, the two most popular are the ones from Google and AdRoll.
Retargeting is also referred to as behavioral retargeting, which makes sense, since this form of advertising is showing you advertising based on your previous browsing behaviors. There are a few different ways to showcase ads, but it narrows down to Basic Retargeting and Advanced Retargeting.
Basic Retargeting for Dentist’s Websites
If you are eager to get started with retargeting, but want to avoid a complicated setup and implementation, you should probably start with a basic retargeting campaign for your dentistry practice. A basic retargeting campaign entails setting up accounts with one or two of the major retargeting platforms, and then creating a few different banner ads and text ads. Next, you fund your account, set up click or daily budget caps, install the retargeting tracking code onto your dental website and you are ready to start your retargeting campaign! You should also track your retargeting campaign within Google Analytics as well as the built in tracking that your retargeting vendor allows. If you want to pursue more advanced methods, you can adjust your banner and text ads, or split test them to determine which ones have a higher click-through-rate (CTR) and which ones convert better.
Advanced Retargeting for Dentist’s Website
For a more advanced retargeting campaign, you can set up your account similar to the basic version mentioned above, but you can add more advanced techniques, such as:
Don’t show retargeting ads to people that have contacted you or converted to a dental customer.
If someone performs a predetermined action on your website, such as filling out a form or requesting an appointment online, then you don’t want to barrage them with retargeting ads and therefore waste money. You can accomplish this with installing burn code or a burn pixel on the thank you page or form completed page. This “burn pixel” is a small piece of code that tells your retargeting platform not to serve retargeting ads to them if the leave your website.
Limit the times your retargeted ad is shown.
You don’t want to show retargeted banner ads to a potential patient on every possible website they visit for eternity. This can be annoying and intrusive as well overwhelm and harm your branding. It can also cause banner blindness, whereas they stop seeing your ad after they have seen it so many times. Limiting your retargeting to a set number of banner impressions per week or month is sometimes referred to as frequency caps, thus you put a cap or limit to the amount of times your banner ads are shown.
Separate users with Audience Segmentation.
If someone visits your dental website and only looks at your dental checkup section, you don’t want to retarget them with banner ads that discuss your cosmetic dentistry services. And, you don’t want to show the same banner ad to all users. By showing each user separate and targeted banner ads that are based on their browsing intent, you can increase the likelihood that they will click through the banner ad to your dentistry practice website.
Create Urgency By Showcasing Special Offers.
An easy way to get a new prospective dental customer back to your website is to offer a special coupon or other one-time offer to get them to click through to your website. You can create a sense of urgency by having a time limit on the offer or advertise that it is expiring soon. You can try split testing different offers to see which ones have the best conversion rate. But, take note! Make sure you implement the burn pixel code we mention above, so that you are not providing any special offers to those that already signed up.
Once you have successfully set up your dental retargeting campaigns and are actively monitoring their results, if they are implemented correctly, you should see a positive ROI. Even if no one clicks on your retargeting banner ads, you are at the very least keeping your dentistry brand’s image in their minds, so that when they are ready to pick a new dentist, your name or website will be recalled more readily than perhaps one of your competitors who isn’t doing retargeting. They may not even be aware of the reason your practice comes to mind, but they will have more trust and confidence in contacting you after seeing your name several times.
Now that you are successfully retargeting potential new dental patients and getting them back onto your website, you should do your very best to convert them into new dental customers. You can hope and pray that this happens, or you can incorporate tactics that will help through Conversion Rate Optimization, which we will go over next.
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