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Display Ad Retargeting: Affordable Replacement for Expensive PPC Ads

Display Ad Retargeting is just one of the articles from Pet Care Pro Quarterly, IBPSA’s digital magazine for pet care services professionals. Read the current issue online here. AND author Doug Schatz will take an even deeper dive into the best marketing strategies for your pet care business at the upcoming IBPSA conference. Learn more and register at

by Doug Schatz

In the constantly evolving world of web marketing, can your business really afford to overspend on an outdated web marketing strategy like pay-per-click (PPC)?

While there are certain situations where PPC marketing can be very effective for pet care professionals, more often than not, it’s become cost-prohibitive for most businesses in 2018. Instead, savvy business owners are finding far more success implementing a strategy known as “retargeting”.

Here’s a primer…

Ever noticed when you surf the internet and visit a specific site, an ad from that site starts to pop up periodically when you visit other websites? Chances are it’s happened to you already today. And, it’s one of the biggest web marketing game-changers for 2018 – one that can work to get you more business this year.

Retargeting is 2018’s best web marketing strategy for putting your business back in front of consumers who have previously visited your website or even just searched for your products or services. It combines two specific tools: site retargeting and search retargeting.

What is site retargeting? When someone visits your website and leaves, they get tagged as an “interested consumer.” Then, as they visit their favorite websites perhaps for news, weather, or travel, for example, they see your ad, which in turn reminds them to return to your site and contact you.

What is search retargeting? When someone searches for your pet care products or services, but doesn’t find your business listed, they are identified as an “interested prospect.” They are then exposed to your display ad over time as they browse the web on their favorite media properties.

By combining both tools, you can greatly increase the chances someone interested in your services ends up calling you. Retargeting is a perfect replacement for traditional PPC efforts because it focuses your advertising on people who are familiar with your brand or have already shown interest in pet care services. The main difference is you’ll pay a fraction of what it costs to show up in sponsored search results, netting you a much better ROI than PPC in today’s market.



Here’s the catch…

Retargeting isn’t a good enough strategy on its own. It performs best when run in conjunction with other marketing efforts like search engine optimization (SEO) or even traditional marketing strategies. Those efforts will drive traffic to your site, and retargeting will increase the likelihood that each of those visitors ends up calling to use your services. Without a steady flow of traffic to your site, there won’t be enough people to retarget to.

I’m convinced! How much does it cost?

Not much – as low as a penny per ad view. But, a better way of looking at this topic would be to consider what percentage of your monthly marketing budget should go toward retargeting. According to a recent study from advertising firm Marin Software, the majority of marketers spend roughly 10% of their budgets on retargeting. Budgets typically range somewhere between $500 and $1,000 per month, which would sufficiently ensure your ad is displayed enough to get a steady flow of leads. Like most web marketing strategies, talk to an expert who can work with your budget to maximize your ROI on a retargeting campaign.

The final word

Retargeting is typically favored by marketers and business owners who have the time to monitor their spending, target data, and ROI – and have the chops to actually design and test ads. If you’re looking for something you can “set and forget”, you probably shouldn’t try to manage a retargeting campaign on your own. It takes time to keep track of all the data that comes through in order to optimize a campaign, so consider hiring an expert to manage your campaign and help design your ads. It’s a small investment that can pay big dividends by driving stronger results.

Consider retargeting as another tool in your marketing toolkit to help you take your business to another level this year.

Doug Schatz, Director of Pet Care Marketing for Market Hardware, Inc., contributed this article. Doug brings over 10 years of experience in educating businesses so they can market themselves more effectively. Market Hardware helps small businesses compete on the web and offers special discounts for IBPSA members. You can Reach Doug’s team at 888-381-6925.