BuildOps surveyed the top 1000 construction companies in the United States to discover which retargeting technologies fuel their success. Our team identified hundreds of platforms and tools leveraged by some of the most successful construction companies.
This report also compares the findings with global marketing technology adoption trends across 6 million websites. This demonstrates how and why top construction companies differ from the rest of the construction industry when it comes to advertising and marketing technology adoption.
What We Discovered
Roughly 22% of construction companies use this tool. It is retargets website visitors on Facebook or the Google Display Network. This is important because only 2% of your website visitors convert on the first visit to your website – 98% will leave and that’s where a retargeting platform helps you stay in front of potential customers with display banner ads or social media ads. Retargeting is also the most inexpensive campaign tactic that can lead to up to a 150% increase in conversion rates.
What’s the usage of retargeting platforms among the top 1000 construction companies? Our team discovered the active usage of 9 different retargeting platforms among the top construction companies. It’s important to note that some companies would use Demand-Side Platform (DSP) or programmatic display campaign type platforms to run retargeting campaigns from the same tool.
- Only 21.7% of construction companies leverage a dedicated retargeting solution. By comparison, every top retailer-type company has a dedicated retargeting tool in use.
- With only 2 out of 10 companies using retargeting, Facebook Custom Audiences retargeting and Google Remarketing lead as the top two choices.
Compared to Global Data
How popular is the display ads retargeting topic within the construction industry companies? This Google Trends chart highlights the popularity of the retargeting topic among construction companies since 2004. Until 2017, there was little to no interest and only in past 5 years have construction companies are started to show interest in this technology and display campaign tactics. Google tracks the popularity ranging from 20 to 50 on the popularity index (1 to 100 scale) with increases to 100 at the beginning of 2022.
Below are the global retargeting platform usages across 6 million-plus websites. Compare and see whether construction companies differ when it comes to retargeting platforms. Here are the top 20 technologies across the top few million websites on the Internet.
Comments and Other Findings
- Adoption diversity is small – construction companies on the list use 9 out of 60 retargeting tools and platforms that are available to them.
- Facebook and Google have roughly 91% of the market share for this category of platforms.