How to Increase Conversion Rates (and Boost Content ROI) Using Link Retargeting

Jamie Shanks
Jamie Shanks


You know what it takes to write a good piece of content?

Blood, sweat, and tears.

Okay, maybe that is a little dramatic; however, anyone who has struggled to write a good piece of content understands the time, research, and pain it takes to write something that provides value to the readers. It is a moment of celebration when you finally finish a piece of content you are proud of.

You share it everywhere—all the social media channels, email newsletters, your website—but alas, the results are not nearly as impressive as you would have liked them to be. You see people clicking and engaging with the content, but the conversion rates are low. Sound familiar?

Trust me, you are not the only one. As crucial as writing a good piece of content is for your  marketing strategy, without conversions, the value of the piece considerably decreases.

While content marketing is typically used to inform, educate, and engage readers, it isn’t always geared toward a singular call-to-action. So how can you increase ROI from your content without it turning into a sales pitch?  

Making Retargeting Easy

Link retargeting is a way to show targeted display (or banner) ads to anyone who clicks on your links. It’s an efficient and personalized way to retarget users based on their interaction with the content that you produce.

The beauty of link retargeting versus banner ads is that it’s simple by comparison. Marketers don’t need to know about retargeting campaigns, custom audiences, or tracking pixels, and there’s no struggle getting display ads on high authority publishers.  

You simply shorten the link to a piece of content your target audience would be interested in. Make sure you pick a piece of content that helps you target specific segments of your target market.

Note: You have to use a URL shortener that creates retargeting links.


Share your shortened link on all of your media channels and start building a retargeting audience. Create your display ads and make sure you focus your ads to the user segment that you were originally targeting. And then just sit back and relax while your ads are displayed on high authority sites including CNN, Forbes, Vogue, and Cosmopolitan (just to name a few). Using a link retargeting platform makes the process easy as it will host, bid, and display your ads for you.

Three Ways to Use Link Retargeting

Here are three ways link retargeting can be used:

1. Leverage third-party content and ramp up your social media strategy

At the simplest level, with link retargeting, you can shorten the link to any piece of content and build a retargeting audience out of everyone that clicks on that link. Post a lot of third-party content on social media? Shorten the link into a retargeting link and build a retargeting audience out of everyone that engages with your third-party content.

2. Build highly focused audiences based on content

Content pieces are written with a single objective in mind. For example, this content piece is written to inform you about one way to increase the ROI from your content marketing efforts. Anyone who clicks on a link to this article would have some interest in this particular topic. The same way, if you were to write about a specific topic, product, or service, most of the people who interact with that piece of content will have an interest in that topic, product, or service. With link retargeting, you can now build a highly targeted audience out of the people who are only interested in that particular topic.

3. Enter the advanced world of personalized retargeting

In the last decade, personalization has had the biggest impact on conversion rates. While retargeting is already a form of personalized advertising, link retargeting takes you to a whole new level of personalization based on past interaction with content. Now you have the ability to show targeted ads based on user characteristics that you could not track before. For example, if you were a project management software company looking to provide different types of solutions to different businesses depending on their industry, you could segment your potential clients by industry sector and product offerings that they might be interested in. If you create a piece of content around “project management for the healthcare industry,” the majority of people who would engage with that piece of content would be employees of the healthcare industry interested in project management. Then you could retarget those people with ads for your healthcare project management software.

Ultimately, link retargeting is one of the easiest and most efficient ways to leverage the content you produce to get conversions. You can understand and advertise based on prospect engagement instead of the web page they land on, all without extensive knowledge of retargeting. Happy converting!

For more tips on how to increase your content ROI, check out this blog post.


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