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  • DigitalParc Is Now A Google Partner!

    Google Partners is Google’s program for advertising agencies, digital marketing professionals and SEO consultants. The program is designed to help agencies stay informed on current trends. In addition, the program offers agencies access to updated educational material related to Google’s vast and ever-growing list of tools and services.

     

    The digital world changes rapidly and it is crucial that you stay ahead of the curve. Having become a Google Partner, the team at DigitalParc will have even more resources to significantly improve the Internet marketing ROI of its clients. Our status gives us access to Google’s newest features, even before they are available to the public. Any project assigned to our team will be completed faster and in a more effective way.

     

    Search engine optimization (SEO), pay per click (PPC), content syndication, social media marketing, and web design are only a few of the many avenues that businesses should take to enhance their reputation and online visibility.

     

    Of course, not every business has the resources needed to make use of every major digital marketing opportunity. Some business employ entire teams to strategize and manage their campaigns and marketing initiatives. Others partner with professional digital marketing agencies – such as DigitalParc – to ensure they remain competitive online. Working with an agency will not only enhance your ROI; it is cost-efficient. DigitalParc offers services at the most competitive rates in the industry, delivering superior results throughout the process.

     

    DigitalParc is an Internet marketing partner that specializes in web design, SEO and paid search. We continue to work passionately to keep our clients ahead of the competition. By becoming a Google Partner, we have made an even stronger commitment to our clients and our craft.

  • How to Make a Perfect Law Firm Website Design

    In the fast-paced, technology-based world that we live in, reliance upon the Internet is a daily and a common occurrence, whether it entails users searching for an address, a phone number or for information about a particular business or service. When individuals are in need of a legal professional, the Internet is one of the very first places they may turn.
     
    When it comes to the success of your law firm website, these three key factors will help you stand out from your competitors:
     
    1.) Web Design
    2.) Search Engine Optimization (SEO)
    3.) Conversion
     

    Law Firm Web Design

     
    A good legal website design will have the ability to initially draw potential customers in by utilizing correct keywords and search engine optimization. A strong law firm website design will keep potential customers engaged and on their page by utilizing outstanding graphic design, simple navigation and the power of the first impression to develop trust and entice the visitor to view all of the site’s content.
     
    A powerful legal website design includes a landing page or a home page that compels the visitor to stay on your site but does not overwhelm them with too many details or too much text. By providing succinct summaries of your legal expertise, offering examples that build the trust of the visitor, and applying conversion tactics to encourage the visitor to contact your law firm, your website will be ready for long-term performance and optimal results.
     
    Proper law firm website design will not only allow you to demonstrate your general legal expertise; it will permit you to exhibit your specific legal services. You can do this by creating an easily navigable website that features landing pages dedicated to specific areas of your legal expertise. (Note: you should mention those areas on your homepage as well).
     
    “Establishing trust and credibility – especially in the legal profession – is incredibly important and your law firm website design should be able to convey your expertise and experience quickly,” said Thomas Beedem of the Beedem Personal Injury Law Office. “You can attain trust by highlighting important cases that you have worked on as well as displaying your legal associations, legal accreditations, professional memberships and any awards or accolades that you have received as an attorneys.”
     

    Benefits of SEO for Law Firms:

     
    Competition within the legal field is very aggressive. In fact, in the United States alone, there are roughly six million searches lawyers every month.
     
    When considering the exceptionally niche consumers that are seeking legal services, search engine optimization (SEO) becomes critically important when it comes to standing out from your competitors in the legal field.
     
    Search engines analyze critical data on your website such as your geographical location, meta tag data and your use of keywords. If your law firm website is properly optimized, you will experience an increased flow of qualified leads. This will result in gaining new clients.
     
    Website navigation is also very important to attain high SEO. For example, you may have a section for personal injury cases. In this case, you could highlight – or sub-categorize – different forms of litigation that your legal firm has worked on within that niche, such as auto-accidents, injuries, medical malpractice, etc.
     

    Law Firm Website Conversion

     
    The ultimate goal of your legal website is conversion. This refers to the processes by which you gather information about potential clients and convince them to contact your law firm for more information on the legal services you offer.
     
    Law firm websites with the highest conversion rates include the following conversion tactics:
     
    Engagement. Strong yet simple website design will keep your visitors engaged and entice them to contact you. It should be easy to locate your contact information on your website. You should consider placing calls to action on every page that are not too flashy or distracting, but that offer simple ways to email or call your law firm.
     
    An offer of free legal case evaluations. By offering free, no-hassle case reviews for potential clients, you will gain their appreciation and will encourage them to reach out to you.
     
    Live online legal advice. By offering web chat services that allow visitors to contact you with generic legal questions in real-time, you are far more likely to increase customer conversion. Make sure that you are not too “pushy” as this might result in potential clients moving away from your website. You should employ a friendly, knowledgeable and professional tone that establishes trust and legal expertise.
     
    In this digitally driven age, website design and search engine optimization (SEO) are key components to successful marketing & integrated marketing for all businesses. When considering the exceptionally niche consumers that are seeking legal services, SEO becomes critically important.
     
    In addition to positioning your law firm at the top of search engines, proper website design and SEO services should also generate a steady stream of organic traffic to your site. When potential clients search the web for legal services, our marketing firm analyzes critical data such as geographical location, meta tag data and keyword searches to provide you with highly qualified leads that result in gaining new clients.

     

  • 8 Strategies to Increase Online Traffic

    The whole point of having a website is to help people find you in order to buy your product or service. Below are eight marketing techniques to help you increase your online traffic by staying active in the online world.

     

    1. Trade Banners. Find a company that also sells products or services in your market. Contact them to trade a banner ad with them. You can promote their website and they will promote yours.

     

    1. Start Blogging. Blogging keeps your content moving and helps Google see that your site is active. A stagnant site is one that never changes and has no new content. A blog will be a great way to offer information, advice and experience to the people who are looking for it. With active and moving content, it will be much easier to get high rankings in the major search engines.

     

    1. Combine Photos and Text. People like different types of graphics or photos on a blog post. The way to make the photo optimized online is to add text to the photo. This allows search engines to “read” the picture and add it to relevant content on your page. Your photo can be both an eye pleaser and a traffic-driving tool.

     

    1. Guest Post. Write blog posts for other people’s blogs that are in your industry. While doing so, have a link back to your website. This will make both of you look good.

     

    1. Reply to Comments. On any blog post, you could have people reply with comments about the post. Respond to them. Do it in a thoughtful manner where the reader knows that you appreciate them taking the time to read your content. Your responses are public, so be mindful of your words used so that they can’t be misinterpreted.

     

    1. Participate in Industry Talk. Whether it is on industry online forums, blogs, or social media sites, make your presence known. Comment on blog posts about your reaction, add valuable information to online forums, and connect with your customers or industry related folks on twitter and Facebook.

     

    1. Utilize Twitter. Send out tweets on Twitter that are encouraging, informational, or funny. This could be thanking an influencer, or contributing a valuable piece of information. Hashtags and @mentions are everything on Twitter. So know who and what you are connecting yourself with when you use them—but they must be used in order to be seen.

     

    1. Facebook Posting. Facebook is where just about everyone is anyway, so you might as well join the crowd if you want to be heard. Facebook posts can be a great way to get your name out to people. Connecting your business info and website to your Facebook page will help people get to your actual site and see your products.

     

  • What Makes a Fabulous Salon and Beauty Website?

    We live in a day and age where people perform research before ever setting foot in a brick and mortar store. Through their phone, tablet, or desktop computer, customers are looking to your website for answers, coupons, and services. So the question beauty salon owners need to be asking is: does your salon’s website have the key components to drive customers from the website into your store?

    What are the Three Key Components to Successful Salon & Beauty Website Designs?

    DESIGN

    The first component is website design. A salon website should have just as much personality as those who use it. It needs to be as unique and one of a kind as the patrons who frequent the salon. The website should be an ambassador for your beauty salon. Can customers make appointments, see your services, find your locations, see special promotions, or see featured styles? How are these elements laid out on each page? Is the website serving both your customers and your salon? These are all questions you should be asking yourself as you contemplate a new website design for your store.

    SEO or Search Engine Optimization For Your Beauty Salon:

    DRIVE

    Once you get your design in place the next step is making sure people can find your new site. This can be done using SEARCH ENGINE OPTIMIZATION (SEO). SEO is the art of figuring out which keywords salon customers most frequently use and making sure your website ranks high for them. This seems to be the portion that most “do it yourself” website builders tend to miss. Many websites are built by companies that let the user choose a template and then plug in their own pictures and content. Problem is, nobody can find the website because the people designing their own sites are not web developers.

    Search engines analyze critical data on your website such as your geographical location, meta tag data, website crawl speed, inbound links and your use of keywords. If your salon website is properly optimized, you will experience an increased flow of qualified visitors. Just like becoming a skilled stylist, SEO is a skill learned through experience. It takes time, practice and discipline.

    In The Example Below, There are Three Different Search Queries That a User May Use:

    – “Cheapest hair salon”
    – “Best beauty and hair salon”
    – “Local hair salon”

    Which one would you like your salon’s website to show up for? The answer is: whichever one fits your business best, but you wont show up for any unless you take the necessary steps to build your salon and beauty website the right way using SEO best practices.

    Is Your Salon or Beauty Website Turning Visitors into Customers?

    CONVERT

    Another overlooked component of many websites is CONVERSION. The ultimate goal of any website should be to drive more business. What do people do when they show up to your salon’s website? They most likely are doing whatever your website is telling them to do. Is there a strong call-to-action button prompting them to make an appointment or give you a call? Is there a printable coupon they can bring in? Is the information on each page designed to achieve a specific goal? If not, it certainly should be and you certainly don’t want to use all those tactics on one page because it can be very confusing for the visitor.

    Many salon owners throw up a bunch of information about products and new styles but is this achieving the main goal of your business? Does it get people to shop with you and come into your store? These are all questions you should be asking yourself when you think about the conversion component of your beauty Salon’s website.

    Design a Website, Drive Traffic and Convert Traffic into Customers.

    Your beauty salon website should act as an additional employee for your business. It should provide customers with information and direction. It should make life easier for not only your customers but your business as well. It should be designed well, rank high for the right keywords to drive traffic, and than display the information correctly in order to convert the visitors into customers. If your current website isn’t doing these things it may be time to upgrade. There is a science to building an effective website. Do your homework and give serious consideration into evaluating how effective your website currently is.

    DigitalParc creates custom fashion and beauty web designs that capture the essence of a business’s brand to help distinguish it from the competition and leave a lasting impression with customers.

  • How to Design a Perfect Home Building & Remodeling Website

    There are so many things to think about when building or remodeling a home that it is easy to get overwhelmed and to overlook small but important details. The same is true for home builders and remodeling professionals when they decide it is time to build or revamp their website.

    Home Building Design vs. Website Design

    When it comes to website design, home and remolding websites must reflect the kind of service the customers are going to get. It is important that your company’s website is designed with a purpose. Your website is a brochure for your business so you want to show off the products and services that you provide while also prompting the visitor to reach out and inquiry about services. The design of your website is often your best chance to provide a great first impression to visitors.

    Getting the RIGHT Traffic to Your Remodeling Website

    Are the right people finding your business’s website? People use many different phrases and keywords to search for products and services. The art of search engine optimization (SEO) is being able to make websites rank high in the search engines for the specific keywords.

    An example might be someone searching for “home remodeler company reviews” and another person searching for “Hiring a home remodeler”. The first person is probably still in the research stage. They are looking for information and are higher in the sales funnel. The second person is most likely a little further along the sales process and is more likely to pull the trigger on actually hiring a home builder or remodeler. Is your current home building or remodeling website optimized to take advantage of all the different type of ways people can search for your services?

    Convert Website Visitors Into Customers

    When someone stops by your website…

    • Is it clear how they should proceed? …This is often an overlooked aspect of website design. The ultimate goal of any home or remodeling website is to educate consumers and drive leads to your business.

    • Does each page have a strong call-to-action?

    • Can you buy products or services directly from the website?

    • Are there coupons or promo offers that create a compelling reason for the customer to choose your remodeling company over another?

    • Is the information on each page presented in a clear concise way that makes it easy to understand what the customer’s next steps should be?

    These are the questions you should be asking yourself through the website design and SEO process. You need to steer your customers in the right direction. Each section of your website needs to have clear directions on how the visitor should interact with the site. An effective website should guide customers down the sales funnel. After all, the ultimate goal of your small business website should be to help drive more business.

    Three Steps: Design a Website, Drive Traffic & Convert Traffic Into Customers

    When you use the three main components mentioned above your small business will sooner begin to grow and function in ways you never imagined.

    ➡ Click here if you’re in need of small business SEO services

  • 5 Ways SEO Can Help You Promote Your Nonprofit

    If you’re involved with a non-profit organization, you know that financial challenges are one of the biggest hurdles that your entity can face. The ever-growing presence and power of social media has helped many previously underfunded nonprofits exceed their wildest dreams, sometimes by posting something that goes viral, but usually by being educated about how to harness the power of the Internet, social media and search engine optimization (SEO).

    SEO is a crucial tactic for nonprofits to utilize, as search engine optimization is the actual process of how your page comes up in search engines like Google, Bing, Yahoo! and DuckDuckGo. Large companies have entire teams dedicated to studying search engines’ algorithms and assuring that their company stays high in the page rankings. As a nonprofit, that is most likely not in your budget, but SEO is a powerful tool and can help your nonprofit cause a few different ways:

    1. SEO can drive traffic from keyword searches to your nonprofit website. Keywords are important to SEO, so you’ll want to make sure that you know what people are searching for when they are looking for your cause.

    2. SEO can promote or highlight your non-profit cause if you continually add fresh content to your website. If you think that just having a website with keywords on it will make your nonprofit stand out, you’re wrong. SEO optimization works best when you are continually adding new posts and items to your website through a blog. Having a blog on your nonprofit website will allow your organization to post various ideas about your cause, including informational stories, press releases and other worthy items.

    3. SEO can boost the credibility of your nonprofit cause if you encourage inbound links to your website. You can list your nonprofit cause with larger organizations and post on larger websites with content that links to your site. If larger sites refer to your nonprofit organization, your website will rank higher in search ratings.

    4. SEO can boost the overall social media results of your nonprofit by allowing search engines to see the number of “likes” that your nonprofit has on social media sites such as Twitter, Facebook, Google+, Tumblr, etc. Search engines see the followers and likes that your nonprofit has and that can raise the ranking of your website with them.

    5. SEO can give your nonprofit priceless data about who is looking for your cause and why. When you use SEO to analyze traffic to your site, you’ll find out who is searching for you, why they are searching for you, what pages they visit and so much more. Once you understand your audience, you can really unleash the power of SEO for your nonprofit to gain more followers and contributors to your cause.

  • Beginners Guide: Search Engine Optimization (SEO)

    SEO must be considered an essential element within your business and marketing efforts in order to increase traffic to your website. Search engine optimization assures that your website will be found by the users most likely to need or want your product or service by garnering your high placements when individuals search the web for businesses such as yours.

     

    Impactful SEO tactics are a vital segment within the industry of Internet marketing and advertising. A crucial factor that results in high-impact, organic and result-driven traffic to your website is the strategy of keyword research optimization. Understanding the reasons that people are searching for your business or service – and what data and specific search terms people are using to look for your service – helps you gain powerful and robust information about your client base. In turn, optimizing SEO allows your business to gain a foothold over your competitors by improving your search engine rank listings, thereby boosting the online vitality of your business.

     

    Some companies try to “cheat” the system by using SEO terms that they know rank high within particular search engines. The truth is, there is no shortcut to gaining meaningful and lasting SEO outcomes. The goal of SEO should be to best convey to search engines what your business offers so that those search engines can determine which searches and users truly would benefit from visiting your website. While “gaming” the system may work temporarily, search engines will quickly catch on to false practices and demote your page rankings.

     

    Organic SEO

     

    Organic SEO means that your website gains high-page rankings without paying for the placement. Organic SEO takes effort and consistent practices to both gain a high ranking and maintain that ranking. SEO often follows “white hat” practices in order to gain organic results.

     

    There are many practices that are involved in gaining organic SEO results, the most popular of which include:
    – Utilizing keywords within your website and content
    – Creating content and copy that is genuinely relevant to potential customers
    – Link building
    – Backlinking
    – Analytic methodology, including keyword and search term analysis.

     

    It is important to know that the more naturally – or organically – your website ranks within search engines, the better the odds are that people using those search engines will click on your website, thereby increasing your traffic.

    SEO allows search engines to verify that your website is relevant to the searches that people are performing. Search engines utilize a variety of data, analytics, algorithms and other factors to determine if a website is relevant to a particular search. While the particulars of some of those assessments are highly protected within the search engines, you can safely be assured that the following factors are definitely used to determine website relevancy, and thereby high-ranking search results:

     

    – Content and Copy: Does the copy or content on your website match the search terms or themes being used?
    – User Friendliness and Navigation: Is your site user-friendly? Is it mobile responsive? Is it easily navigated and labeled?
    – Knowledgeable: Does your website convey expert knowledge and authority? Do other high-ranking websites link to your website as a reference? Does your website content link to websites that are considered experts within the industry?

  • 3 Essentials for a Successful Website Design

    The importance of professional website design cannot be understated in today’s digitally driven marketplace. A well designed website is not only visually attractive, it serves other functions that are critical to making your business or brand stand out. Envision your website as a house: an attractive design would be the exterior of the home – the first impression that passersby would take in. The components behind the design would be the elements that make your home functional and assure that your guests find it welcoming. In the case of website design, these elements include mobile responsiveness and user friendliness.

    Visual Appeal.

    Attractive website design should be one of the top priorities for the marketing of your business. Your website is the first impression of your company that potential customers take in. You want your design to stand out and look professional, especially given the amount of competitors that are just a click away. Smartly designed websites assure that visitors are instantly impressed with your business, thereby conveying a sense of trust and keeping them engaged with your site. It has been proven time and time again that attractively designed websites lead to successful calls to action – whether that means sales, signing up for a newsletter or sharing your information via social channels.

    Mobile Optimization.

    Having a website that is mobile responsive is an absolute must for any business. Technology is constantly evolving, but one standard remains: more and more people rely on their mobile devices to access and search the web. If they land on your website while using their smartphone or tablet, you want to assure that the website functions optimally. This means incorporating smartphone and mobile responsiveness into the design of your website to assure that your website loads quickly, is attractive and simple to read and is easy to navigate while using these devices.

    User-Friendly Design.

    Finally, a user-friendly website is crucial to good website design. What this means is that the navigation of your website is simple and easy to understand, assuring that visitors will not be frustrated with the process of “trying to find things” on your website. Although your website can be complex and have many pages, making it user-friendly means providing smart navigation bars, labels or tabs that clearly define the pages or sections of your website. User-friendly website design allows your customers to move through your website with ease and simplicity, assuring better engagement and making it far more likely for them to stay on your site.

    Your website design should allow your website to function or interact with your customers as though they were walking into a physical location of your business. You would want your business to be attractive and draw customers in, your sales staff to be responsive and attentive to the needs of each customer, and you would want the design of the shop to be easy to navigate.

  • A Quick Guide to Social Media Marketing

    Once you have built your website, driving traffic to that website is paramount to the success of your business. We have discussed strategies so far that include SEO and various PPC and online advertising campaigns, but we cannot underscore the amazing power that social media harnesses when it comes to driving traffic to your website. Whenever you or someone else shares a link to your website using a social media account, it builds links for search engines to index, building up your website’s reputation and authority and boosting organic results.

    The utilization of social media networks or channels to promote your website and content can greatly complement an Internet marketing plan and optimize website hits and visits, especially in business to business (B2B) sectors.

    The leading social media networks for promotion of your website that lead to increased traffic and conversion are:

    • Facebook
    • Twitter
    • LinkedIn
    • Pinterest
    • Instagram

    Facebook remains the top social media network across the globe. With over one billion active users, this social media giant cannot be overlooked when it comes to driving traffic to your website. Creating a business page, inviting friends to follow and like the page and consistently updating the page with fresh content that links out to your website will drive traffic to your site and increase your rankings within search engines. Facebook also allows businesses to create targeted advertising campaigns that provide powerful results.

    Twitter currently commands the ranking as the second most powerful social media network, especially with regard to microblogging and current events. Its functionality allows businesses to easily follow, promote and engage with each other using hashtags. Hashtags allow you to follow specific social media conversations, while Twitter lists boast your credibility within specific niches or industries. Viral content can drive astounding amounts of traffic to your website very quickly.

    LinkedIn is the leading professional networking social media network and has more than 100 million users (who tend to be very active). LinkedIn can drive traffic to your site by allowing you to create a Company Page where you can share industry insights, connect and network with other professionals and share content. Your content may get re-shared or commented on by a segment that is mostly made up of professionals looking to gain business, connections and credibility within the professional world. Sharing posts that link to your website can increase high-producing traffic. LinkedIn has also recently announced new analytic insights that can assist with determining if your marketing efforts are reaching your desired audience.

    Instagram is by far the leading social media network for photo sharing. While Instagram is a powerful engagement tool that can be used to inspire members of the social network, offering up a social media site that has more than 100 million accounts sharing nearly 40 million images on a daily basis, it is best used for customer interaction and brand building rather than driving traffic to your website.

    The primary concern cited by advertising experts is that Instagram makes it difficult to actually drive traffic to your website. This is because Instagram does not allow traffic to be directed from a particular image to your website. The only live link that directs traffic to your website is the one that you use in your business profile bio. The use of hashtags and following of potential customers and interacting with them is the primary marketing benefit cited for this social media platform.

  • The Top 3 Forms of PPC Advertising

    Pay per click advertising is usually referred to as PPC within the world of Internet marketing and advertising. PPC advertising means that you or your business (the advertiser) will pay a fee every time someone clicks on an ad that you have placed online.

    PPC advertising is a results-driven and targeted effort ad campaign that drives traffic to your website by paying for that traffic (rather than gaining the visits organically through search engine queries). Google AdWords, display ads and retargeting are all popular and powerful forms of PPC.

    AdWords

    AdWords is Google’s online advertising service. It allows you to purchase targeted ads that you pay for only when someone clicks on your ad. When you utilize Google’s AdWords as part of a PPC campaign, you can bid for ad placement on Google’s search engines and websites, as well as on the websites of their partners who provide Google services.

    Because research continues to demonstrate that nearly 90 percent of people performing web searches do not click beyond the first page of search engine results, search engine advertising remains the most dominant form of PPC. Having your business or organization appear on the first page of a Google search nearly guarantees traffic to your website. When it comes to Adwords, if traffic is not driven to your site despite your ad placement, you do not pay for it. This allows you to greatly reduce your risk of spending advertising dollars without gaining any positive outcomes.

    AdWords lets you set a budget and bid for an ad placement within Google’s search engine. Your ad appears when users search for key phrases or search terms that are related to your business or service and appear as a result listed as a “Sponsored Link”.

    The ads are usually comprised of a title and a short description of the service or product that you are advertising. Although the ad may appear on the first page of search engine results, you have the option of only paying for the ad if someone clicks on it, thereby being directed to your website.

    Creating a PPC campaign with AdWords is fairly simple to do. However, many businesses utilize Google AdWord Management to most effectively target their market and drive traffic to their website that is most likely to result in a sale or completion of a call to action. While spending money with AdWords will certainly lead to more website traffic, the ultimate goal of that traffic is to gain sales. That is why targeted ads are critical to a successful PPC and AdWords campaign.

    Display Ads

    Display Advertising is a popular component within AdWords. Display advertising is often utilized as part of a PPC campaign and includes using banner ads, video ads, multi-media advertisements, audio clips and much more to make your ad appear more prominently than a typical AdWords link. You can set your budget for your display ads and create the advertisements that you wouldd like to see displayed.

    Display ads allow you to target your audience using a variety of targeted marketing efforts, including demographic targeting, interest targeting, topic targeting, automatic placement or managed placement.

    Automatic placements allow Google to decide where your display ad will be promoted. Typically, you will want to utilize some sort of targeted market information in order to optimize the results of where your ads will be shown. Managed placement (also known as contextual marketing or targeting) gives the advertiser complete control of where their display ads will be placed on the Internet by allowing them to specifically state which websites they would like the ads to appear on.

    Demographic targeting allows the advertiser to set specific statistical information about whom their display ads are shown to. For example, an advertiser may offer a service or product specifically designed for men in their 40s or for women in their 20s. Demographic targeting assures that your display ad will be shown to that particular audience and is most optimally used in conjunction with keyword targeting.

    Topic targeting uses keywords to have your banner ad, video, audio or multi-media ad displayed when searchers are looking for a specific topic or term, while interest targeting focuses on the interests of the searcher, not necessarily the topic that they are looking for.

    Display ads can offer a powerful boost to any PPC campaign, but they also have been cited for their drawbacks, the largest of which is that they are known to irritate the user. Examples of display ads that might deliver negative results are ads that automatically begin playing upon a search, rather than letting the user select the ad or link.

    Retargeting

    Retargeting allows an advertiser to continue to interact with potential customers after that person has visited their website and left. Retargeting is a popular PPC tool because it is a generally accepted fact that roughly 2 percent of first-time website visits result in sales or the completion of a call to action. Retargeting allows businesses to stay connected to users that did not initially utilize their service or purchase their product.

    Retargeting varies from other forms of PPC campaigns in that it only targets users that have already visited your businesses website. This allows businesses to funnel or drill down the retargeting strategy to specific parameters, including detailed data based upon users that went to a specific page or product on the company website. Retargeting allows you to spend advertising dollars only on potential customers that have clicked onto your website, versus regular display ads or PPC ads where you spend money on people that click on your site for the first time.

    Retargeting is optimally used with AdWords as part of a larger marketing effort, including targeted topic ads. Retargeting drives traffic to your website largely as a conversion optimization tool, with optimal results seen when used as a component of a detailed PPC campaign.

    Retargeting is the placement of a Javascript code (also known as a pixel) on your website that is not detectable by your visitors. The code is extremely small and does not interfere with the functionality or responsiveness of your website. After someone visits your website, the pixel anonymously adds a cookie to the browser of the user. This cookie tells the code, or pixel, to track your audience as they continue to navigate the Internet. When users are surfing the web later, the retargeting provider is prompted to deliver your ad only to people that previously visited your site. Like other PPC campaigns, you can exert quite a bit of control over where your ad is seen by selecting which sites you would like your ad to be displayed on.