How to use retargeting to increase solar sales conversions

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?

以这种情况为例。一个忙碌的妈妈与邻居聊天，就他们的新屋顶太阳能系统聊天，因此，对太阳能进行了在线研究。过了一会儿，她找到了您的网站，喜欢她看到的东西。她开始填写您的报价请求表格，当她接到孩子的孩子在学校生病时大约一半。她关闭了浏览器和笔记本电脑，然后赶下了，完全忘记了您的公司以及太阳能的整个想法。接下来的几周，她脑子里还有其他事情，并且不会继续研究。你怎么能把她回来？

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%。

什么是重新定位？

再营销是一个广义的术语，它是指使用在线和离线途径多次向同一潜在客户进行营销的想法。重新定位是特定于在线营销的再营销子类别。这包括r Eturn弹跳的网站访问者访问您的网站并将其转换，提高重复的网站访问者和品牌知名度，并加强您的搜索引擎优化（SEO）和内容营销工作。

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.

一旦开始跟踪这些访问者，就可以创建重新定位广告，这些广告开始出现在它们在线浏览的位置。重要的是要update your privacy policyso that you comply with PII (Personally Identifying Information) guidelines and provide users with information about the fact that you are collecting data,obtaining consent法律要求的地方。

It is also a good idea to spread your ad campaigns across multiple channels and formats and segment your retargeting audiences. Uses Trong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。

设置Google广告

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 the tags 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.

有a number of different ways to retarget using Google Ads. One isstandard remarketing当他们浏览网站或应用程序时，它显示了GDN上过去访问者的广告。其他是r emarketing lists for Search Ads，，，，视频再营销and客户清单再营销。

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.

谷歌广告优化

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。

资料来源：拉里·金（Larry Kim），“如何设计实际起作用的内容再营销活动。”HubSpot，2019年。

您也可以使用针对移动设备进行优化的文本或显示广告。但是，如果您的听众不经常使用手机，请选择退出移动应用程序安置，以最有效地分配您的资金。

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.

RGS Energy使用图像广告，并配有召唤按钮，该按钮出现在受众群体的新闻源中。

也是Twitter has the option to re targetby 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。

关于Aurora的数字太阳能营销系列

本文是正在进行的系列的一部分Aurora太阳能设计和销售软件，为太阳能公司提供指南，以制定具有凝聚力的数字太阳能营销策略，以与更多的客户建立联系。我们解释了不同的数字营销选项提供的价值，并突出了具体的策略来充分利用每种策略。

The power of retargeting

什么是重新定位？

How to set up retargeting — An overview