It may seem counterintuitive, but retargeted ads can actually improve the user’s experience on your content based website. As a website owner, your job is to attract visitors and keep them engaged, right? Your content, your brand, even the ads that are served on your site all add up to a particular user experience. When you monetize, that positive user experience can add up to a pay day for your site. Let’s explore the idea that ads can actually improve user experience on your site.
One of the biggest challenges facing e-commerce businesses and website owners is converting traffic into sales. In fact, nearly 97% of visitors leave websites without taking action. For advertisers, retargeting has become a go to solution for raising conversions. Content producers, and websites benefit from the revenue stream, and serve ads coming from sites the visitor has already engaged with. The goal of retargeting is to draw back users who were engaged, but did not convert.
This strategy assumes the user’s previous behavior indicates interest in the products or services they have viewed. By continuing to display related ads elsewhere on the web, they will eventually take action.
It is estimated that the average American sees several thousand ads per day. However, the majority of these advertisements do not result in action. Aggressive ads such as sudden pop-ups and full-screen surveys can be detrimental to the user experience, while ads unrelated to the visitor’s interests and demographics often lead to banner blindness. Web users are more likely to react well to aesthetically-pleasing ads that match both their interests and the website’s content versus aggressive ads that feel like a constant sales pitch. By using retargeting to serve ads that correlate to the user’s web behavior, you’re creating a personalized experience that improves the overall user experience.
Additional factors that influence user experience must also be accounted for like site speed, ease of use, copywriting, and content. If you’re site already boasts an excellent user experience, adding retargeting to the mix in a way that matches your content is a non-intrusive way to further elevate the user experience and increase conversions.
Using retargeting to serve appropriate ads around engaging content is an excellent strategy for publisher success. Many platforms for retargeting pay the publisher on a CPC (cost per conversion) basis, so the better the ad performs, the better the impact on the website’s bottom line.
When used correctly, retargeting is one of the surest ways to improve visitor to conversion ratio, while simultaneously increasing brand awareness and improving user experience. When visitors convert for the advertisers, the publisher succeeds, too.