Retargeting Ads: The Best Bang for the Buck

By Kristen Luke

For advisory firms using online campaigns to generate business, I often recommend that they enhance their strategy with retargeting ads. Retargeting is the marketing technology that allows your firm’s ads to follow your audience around the internet to the websites they visit. In most cases, the targeted audience comprises the people who are already familiar with your brand because they visited your website or they are on your email list.

Here are the reasons why I am such a fan of retargeting ads these days:

  • Low-cost brand reinforcement: You are charged a fee only when someone clicks on the ad, so you can potentially have your ads shown thousands of times for just a few bucks.
  • Focused on the right people: Your ad dollars are focused on a narrow audience of people who are already familiar with your services, increasing the likelihood that your ads will have an impact on them.
  • Re-engagement of website visitors: Instead of losing a prospect who visited your website but didn’t take action, retargeting ads re-engage them and give them an opportunity to return to your site to schedule an appointment.

If you want to see an example in action, just visit the Edelman Financial Services website and soon you will start seeing their ads everywhere you go. (Disclaimer: We do not work with Edelman Financial.)

While I have noticed a lot more of the larger firms using retargeting ads, the strategy is appropriate for firms of all sizes. The ad budget is usually proportionate to the number of website visitors you have or names of prospects on your email list, so if you have less traffic, you will spend less money.

If you are interested in learning more, the retargeting software we use, AdRoll, has great resources on its website: