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Using retargeted ads to promote your property project

It’s important that regardless of whatever business you’re in that you keep your marketing fresh and up-to-date. This means expanding on your marketing strategy to include methods that will improve your ROI and presence in the ever-expanding realm of digital marketing. One of these methods is using retargeted ads as part of your online advertising.

What are retargeted ads?

Retargeted ads work using a cookie-based technology that uses JavaScript code to anonymously follow your audience all over the web with digital ads. In order to follow your site visitors as they go from site to site, you will need to place a small piece of code (known as a Pixel) on your website; this code is unnoticeable to your site visitors. When a visitor comes to your site, the code drops an anonymous cookie so that when that visitor browses the web, the cookie lets your retargeting provider know to show them your ads.

Why use retargeted ads for your property project?

You’re targeting interested visitors

Retargeted ads are only shown to people who have previously visited your site so therefore already expressed an interest in your property project. Unlike typical banner ads, retargeted ads are more specific and act as an automated lead follow-up.

It’s timely and efficient

Pixel-based retargeting means that you can retarget visitors pretty much immediately, meaning most of the work has been done for you.

Perfect for awareness campaigns

You have a new property project/event that you want to push out to interested parties, with retargeted ads, you can re-engage with your site visitors, make announcements and make them aware of any changes to your business. 

Retargeting can help increase your conversions

Though retargeting can’t initially drive people to your site, it can remind them that they once visited. You can increase your conversions by taking your visitors to a landing page when they click on your ad. Let them request more information or download a brochure – you can then measure all of this with metrics. Drive traffic through other marketing methods, then push conversions through retargeting.

Before you begin setting up retargeted ads, it’s important to think carefully about the copy and content of those ads. Determine the aim of the campaign, who your visitors are likely to be and make sure you stick to your branding. As property works differently to ecommerce, you’ll need to make sure your information is presented in a clear and concise way – it’s not as simple as showing them a picture of the ‘product’ you are trying to sell.

You should also be aware of which retargeting platform you are planning on using. There are a variety of third-party platforms you could use, such as AdRoll and Retargeter, but social retargeting can have more benefits. Retargeting via Facebook and Twitter means more people are likely to share or discuss the content being served to them, while ads posted from a real account can make your company appear trustworthy and legitimate.

Retargeting can be a highly successful tool when trying to engage with the right audience and promote your property projects. If you work in commercial property and would like more information on retargeted ads or property marketing, please contact 5874 by giving us a call on (0121) 773 5978 or emailing