Getting visitors to your website is a key part of an effective digital solar marketing campaign — but if the prospect who arrives at your site doesn’t become a customer right away, how can you increase the likelihood of eventually closing the sale?
Retargeting can help. Retargeting uses code on your website to tag visitors so that you can continue advertising to them after they leave your site. It is an ideal way to reconnect with folks like the busy mom above since they have already shown interest in your business — something that increases your chances of converting them to a solar lead.
这个Aurora Solarseries has looked at a number of digital marketing issues faced by solar contractors and discussed effective strategies for dealing with them. We’ve examined数字太阳能营销的力量，，，，effective website creation，，，，keyword choiceandsite optimization for Google searches。我们的系列还使用社交媒体平台进行了探索Facebook，，，，LinkedIn，，，，TwitterandInstagram在您的太阳能营销以及how to tap the power of Google Ads。
In this next article, we focus on how to use retargeting in your solar marketing strategy. We define retargeting, explain why it can be effective for generating solar leads and discuss the steps and strategies when utilizing the more popular retargeting platforms.
The power of retargeting
It can be incredibly effective to recapture prospects who visited your site but left without taking the next step, whether that is leaving an email address, following you on social media or filling out the quote request form.所有网络流量的98％不转换and70至96% of people who visit a website leavewithout taking the action the company wants them to take, never to return.
For smaller solar contractors looking for cost-effective ways to market, retargeting is an ideal way to increase sales because these prospects have already shown interest and are more likely to convert. Jeni Garrett, founder and CEO of The Woodhouse Day Spas,states that retargeting’s better conversion rate means它“对于小企业主来说非常有用，因为它的每次收购成本较低……而且您能够快速地完成销售周期，并且成本要低得多。”重新定位实际上具有potential to increase conversions by 100 to 200%。
Retargeting online is using technology to target ads to users who have visited your website, usually prospects who left without giving you their contact information. These people are ideal prospects because they’ve spent time on your website and现在与您建立关系。Showing them ads later on can be a reminder to complete an action they started or offer them access to new content in order to move them along the buying decision.
How to set up retargeting — An overview
The first step is installing the tracking code provided by the platform you are using to retarget, whether it is Google, Facebook or another platform. Part of setting up the code is choosing the events you will be tracking. Events might be that a visitor didn’t submit your quote request form, clicked your company phone number from their mobile device or spent over a minute browsing your company site.
It is also a good idea to spread your ad campaigns across multiple channels and formats and segment your retargeting audiences. UsesTrong广告with engaging text and images that are aligned with your prospects’ needs and relevant corresponding pages to click to. There are a number of popular channels available for creating these retargeting ads.
Retargeting with Google Ads
Retargeting using Google Ads means tapping the extensive reach of theGoogle Display Network（GDN），一个运行Google广告的网站网络。用这种大小的网络重新定位，使您有可能与an average of 84% of the people you tag, 10 to 18 times per month。
第一步是add the global site tag code and the event snippet至your website。全局站点标签捕获网站访问者查看的页面URL和标题。活动片段将特定数据传递给有关这些访问者及其在您的网站上采取的操作的Google广告，例如查看产品或填写表格。应将全局站点标签放在每个页面上，而事件段应添加到具有要测量的操作的页面中。两个片段都提供创建重新定位列表所需的信息。
To create the code for the first time, sign into Google Ads, click on the tools icon, and go to Audience Manager under “Shared library.” Click Audience sources and click SET UP TAG on the “Google Ads tag” card. Define the type of data you want to collect and then click CREATE and CONTINUE. You can then copy both pieces of code and click DONE. You then paste the global site tag between thetags of the website. Be aware that the event snippethas a section that has to be populatedby your site webmaster when the code is copied into the web server.
Google will begin compiling a retargeting list from this data. After this list has grown, select这您希望重新安排的观众by going to Audience Lists under the Audience Manager. There you can define and segment your audience using criteria such as those who visited your blog or a specific blog category of articles, or those who went to specific pages on your site. You can then create corresponding ads that meet the interests of those particular users.
Tips for segmented audience campaigns
当你想要确保你所有的目标website visitors, it is helpful to segment them into specific audiences. For example, you can create an audience for those you’ve identified as existing customers in order to upsell to them with ads for additional services like monitoring or O&M. Look to segment your list in a way that allows you to create ads that showcase different aspects of your business based on what your visitors were browsing for, such as ground mounts or pricing.
Target users who did not convert by offering a specific needed benefit. For example, prospects who only visited briefly may be at the early stages of their buying process so you can target them with ads running educational information about solar’s benefits.
有ways to optimize the adsby using customer interests and behavior. Categorize your commercial solar ads by industry, such as non-profits or agriculture, or by their demographic, such as suburban retirees or urban couples. Also, use all of the 14 ad formats available in order to broaden your reach andmaximize your chances of them showing up in better positions因为您没有与其他广告形状和大小竞争。
Ads that resonate with users on an emotional level are the most compelling. Avoid plain informational ads that look the same as many others. It helps to assess the effectiveness of your ad copy and update it as you discover what performs well. To avoid annoying prospects, use a function calledfrequency cappingthat limits how many times an individual can be exposed to your ad per day.Ad schedulinglets you specify the hours and days when the ads will be shown, allowing you to show them at the optimal times based on what you know about your prospects’ online habits.
Retargeting via social media platforms
Retargeting through Facebook is very similar to doing it through Google Ads. Facebook walks you throughsetting up the code or “pixel透明that tracks site visitors based on where you place the code on your site. You then create custom audiences to show ads to compiled lists of visitors. The platform has a custom audience option like the Google Ads Customer List option where you create a list of your contacts who were not ready to invest in solar when you first spoke with them.
有a number of different adsyou can create in Facebook. A popular one is the newsfeed ad, one that looks like a regular Facebook post and shows up on the newsfeeds of your chosen audience.
也是Twitterhas the option to retargetby placing code called a “website tag” on your site totailored audiencesvia what they callconversion tracking。LinkedIncalls itwebsite retargeting使用他们的Insight Tagand allows you todefine audiences至target.
重新定位提供了一个很好的机会，可以重新接触网站访问者，该网站访问者无需采取行动，使您可以将其作为可能的太阳能线索。它使您有能力不显眼，但始终如一地保持太阳能和您的业务，这为他们提供了界限。企业家杂志说出售时坚持不懈：“持久性并不意味着要磨碎人们 - 这意味着您面对困难寻找创新的解决方案。”对于寻求数字营销中持久性的太阳能承包商而言，重新定位可能只是这种创新的解决方案。
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