Retargeting and Why You Need It
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How Retargeting Works
Retargeting, also known as remarketing, is a form of online advertising that allows businesses to reach users who have previously visited their website. Here are a few things that may not be widely known about retargeting:
- Retargeting can be done through display ads, search ads, and social media ads.
- Retargeting is often used to bring back users who have abandoned their shopping carts, in an effort to complete a sale.
- Retargeting can be combined with other targeting techniques, such as demographic or behavioral targeting, to further refine the audience that sees the ads.
- Retargeting can be implemented using cookies, which track users’ web browsing activity, or through the use of pixels, which are small pieces of code that are added to a website and allow it to communicate with a retargeting platform.
- Some people may find retargeting to be intrusive or annoying, as they may feel like they are being followed by ads for products they have already shown interest in. To address this issue, many retargeting platforms offer controls that allow users to opt out of being retargeted
According to Google, only 36.55% of visitors who come to a particular page of your website are ready to buy. This means that, on average, just 4% of visitors will purchase what you have to offer the first time they visit your website. That’s a significant number of potential customers you’re missing out on. Fortunately, there is something you can do to bring back lost customers from other sites — conduct retargeting campaigns.
Percentage of Visitors Who See Your Display Ad
The percentage of visitors who are ready to buy is much lower: only 4% of people who have visited your website have a firm interest in purchasing. Lost visitors are a bad thing. We know retargeting works.
What is retargeting?
After they’ve left your website, retargeting allows you to keep your brand in front of potential consumers by encouraging them to reconsider your offer when they need it.
The Basic Idea of Retargeting
The basic idea behind retargeting is to show advertising to people who have previously visited a certain webpage or watched a specific video but didn’t buy anything on that page or view the ad. We want them back from those other sites.
Diagram of Retargeting
Get Back Past Visitors
Retargeting campaigns are advertising units that target specific users with particular advertisements with the aim of encouraging them to convert. These campaigns work because they enable you to show individuals who have expressed an interest in your product ads. You may remind them, using search engines and social media platforms, that they wanted to solve a problem and why your product is the best option by showing them advertisements from previous retargeting campaigns.
3D illustration, of behavioral retargeting principle over white background.
Social Media Ads
A lot of retargeting marketers like social media ads. Tailor your message to people who have already visited your website by conducting retargeting campaigns. You know these individuals are interested in what you have to offer, so you can create more targeted ads that are more likely to result in conversions.
With the Watchfinder, the UK’s largest online watch store started a retargeting campaign to boost sales. They were able to get a 1,300 percent return on investment in just six months.
Great Retargeting Campaign
What’s more, it also gives insight into how they did it. They divided their retargeting audience into segments and then delivered them the following advertisements based on their online activity:
Retargeting advertisements can encourage hesitant consumers to give your business another chance when properly implemented. Retargeting also allows you to offer new deals to your existing customers.
Is Retargeting The Same as Remarketing?
Retargeting is a term that’s sometimes used interchangeably with remarketing, but it actually refers to a completely different concept. A retargeting campaign is the most common use of tracking pixels or cookies, which are placed on visitors’ computers after they leave your website in order to advertise online display ads to them again later.
Retargeting ads are served by third-party networks such as the Google Display Network and Facebook, allowing you to target potential consumers on a variety of platforms. We use the Display Network for almost all of our retargeting campaigns.
You’ll need visitors’ email addresses to remarket to them, which is why you can’t use remarketing without first obtaining their contact information.
Because this is how Google AdWords works, the problem lies with them. Google defines remarketing:
Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
Most marketers, however, use the same definition for retargeting display ads and remarketing emails. You have to remember the basic rule of sales, a customer needs to hear your message at a minimum of 7 times. So when you create retargeting ads, this is essentially what you are accomplishing.
How We Gather Data for Retargeting Campaigns
Retargeting ads, unlike search advertising, aren’t prompted by user queries to ensure that the appropriate audience sees your advertisements. To gather data (audience) for your retargeting campaign, you may use one of the following two approaches.
We Use a Retargeting Pixel
The pixel, when installed on your page, tells your advertiser that when someone visits your site and then leaves to visit other sites, they should be shown ads, there is your retargeting.
The code, or pixel, is unnoticeable to your site’s visitors and has no influence on its performance. Each time a new visitor accesses your site, the code creates an anonymous browser cookie.
Later, when your registered visitors browse the web, the cookie will notify the retargeting firm when to serve ads, ensuring that your advertisements are only shown to individuals who have previously visited your website. Retargeting is so effective because it targets people who are already familiar with your business and have expressed interest recently. It really helps your conversion campaigns.
The Right Audience
Pixel-based retargeting guarantees that your advertisements are seen by users who’ve looked at your website or clicked through to your post-click landing page. Another benefit of pixel-based retargeting is that it works instantly; visitors can see advertisements immediately that might persuade them to accept your offer.
We Also Use Retargeting Campaign Lists
You can retarget your existing customers or visitors who have given you their email addresses with list-based retargeting. Perhaps you want your blog readers or online users, to download a whitepaper, or you wish your free trial users to convert to paying clients. Both of these examples would be viable for retargeting campaigns. We, do not tend to use this as our preferred marketing strategy nor do we like Facebook retargeting campaigns.
To get started, simply upload the list of email contacts you have to a retargeting platform of your choice, and your target audiences should begin seeing your advertisements while they surf the web. You may also send customized emails to persuade them to revisit the offer that caught their attention.
Retargeting campaigns remind your website visitors of your products and services after leaving your website without buying. After visiting specific pages, it allows you to retarget them and show your visitors relevant visual or text targeted ads when they visit other websites. Every time users’ visit takes place, they are again retargeted.