Retargeting: The Ultimate Guide.

While you may already be familiar with the basics of retargeting, you might not know how who is being targeted the practice fits into your overall marketing strategy.
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Retargeting is a form of internet marketing that enables advertisers to reach their customers through various online platforms. It allows businesses to deliver advertisements and product information to people who have already visited the company’s website.

Retargeting is highly relevant for small business owners and entrepreneurs because it allows them to advertise products or services that they are not able to sell during a customer’s initial visit.

Retargeting is a powerful tool that’s used to remind people of a product or brand they’ve interacted with. It’s also used to lure them back to a business website, or a specific page on the site.

Retargeting can take many forms, but the most common form is remarketing pixels—a little piece of code you can put on your website that lets you retarget people who have visited your site.

While this may seem like a recent advertising trend, retargeting actually stretches back to the early days of Internet marketing. The first known retargeting campaigns were set up in 1997 by NetCreations for their online ad clients. Back then, the technology was limited and the reach small, but it was the beginning of an idea that would grow into a powerful method of advertising today.

What is retargeting?

Retargeting is a form of online marketing that works by showing ads to people who have previously visited a website. Retargeting ads appear on other sites they visit. Most people think retargeting is creepy, but it’s not, and when done right, it’s an effective way to increase sales.

Retargeting can be a bit complicated to set up and manage. There are several paid services that can do the hard work for you, or you can do it yourself using a simple Google Adwords campaign.

Retargeting is used to follow up with potential customers who have shown an interest in your product or service, but who have not yet purchased it.

Why is retargeting important?

This can be valuable because it helps you convert people who have already shown interest in your brand but just haven’t made a purchase yet.

When your retargeting ads are well-made, they can produce 50x more sales than standard display ads. That’s because retargeting ads encourage people to take the next step and buy something by creating urgency.

Retargeting is a marketing strategy used by brands to advertise products to people who have already visited their website. Basically, if someone browses your website and leaves without making a purchase or signing up for your mailing list, you can retarget them with ads that will encourage them to come back and complete their action.

Benefits of retargeting

Retargeting is an excellent way to reach people who have already visited your website. Once a visitor has left your site, it automatically creates an ad that will appear on other sites they visit, promoting the product or service they were interested in.

The benefit of retargeting is that its users are far more likely to be interested in something you’re offering than they are to be interested in random ads. Retargeting ads also have a higher clickthrough rate than regular banner ads. It’s a win-win situation for everyone involved!

Retargeting is a fantastic way to boost sales and increase engagement. It’s a type of display advertising that shows your ads to people who have already visited your site. If you’re advertising on Facebook or Google, you can also retarget specific customers based on the products they’ve viewed on your site.

Retargeting works because it’s relevant and effective for consumers. People who have already worked through your sales funnel are more likely to convert than first-time visitors.

When should you use retargeting campaigns?

The first step in using retargeting effectively is to define your goal. Are you looking for more sales, more leads, or just more engagement? Once you know what you are trying to achieve, there are a number of ways to incorporate retargeting into your marketing strategy.

  • Retargeting is meant to be a long-term marketing strategy for businesses that already have a following. If your website gets at least 100 monthly visitors, Google remarketing ads are definitely for you.
  • Promoting bestsellers. Retargeting ads are a simple, effective way to showcase your top-selling products. And promoting items your current customers love can even help convert visitors into customers and increase ROI for your ads.
  • Introducing new collections. People who are interested in your brand and visit your site are a great audience to target when you’re launching a new product collection. Your retargeting ads will catch their eye wherever they go online, creating a clear path back to your store so they can check out what’s new. This can be done with display campaigns using Google AdWords or through a Facebook retargeting campaign.
  • Moving inventory. As an online seller, you’ve probably dealt with slow-moving inventory at one time or another. Retargeting ads are a low-budget, low-effort way to showcase surplus products from your store to potential customers.
  • Building brand awareness. Most people need to feel they know you before they decide to buy your product or service, and retargeting ads keep your brand top of mind for potential customers who aren’t ready to purchase when they first visit your site.

How does Retargeting work?

Retargeting works by utilizing “cookies”, a small piece of data stored by the Web browser that remembers users who visited your advertisement or webpage. Marketing teams can then utilize this cookie data to serve ads to the users again.

how retargeting works

With retargeting, you can target people based on the actions they took on your site: whether they added something to their cart but did not check out, abandoned their shopping cart, or browsed specific pages on your site but did not purchase.

For example, if somebody visited your website and didn’t buy anything, you’ll probably want to show them an ad that reminds them of your product or service. This way they are reminded of what they’ve been missing and they can take action.

Retargeting Ad Goals

Retargeting ad goals are designed to show an ad and then send site traffic to a conversion page. For example, if someone visits the ‘Contact Us’ page of your website, but doesn’t make a purchase, you could set up a retargeting ad with a goal of ‘leads.’ That allows you to show them the same ad on other sites they visit – the idea being that they will return to your website and convert.

Retargeting ads are extremely effective for salespeople who want to increase their sales, but not so much for lead generation.

To generate awareness.

Awareness campaigns are useful when you want to re-engage website visitors and tell them about relevant products, features, or announcements. These ads are usually served to pixel-based lists.

The obvious drawback to awareness campaigns is that you’re serving less targeted content to people who haven’t engaged heavily with your brand. They’re not in your contacts database, and often, there are lower expected clickthrough rates than other types of campaigns.

To drive conversions.

Conversion goals are just that — you want to get people to click on your ad and take the next step, such as filling out a landing page form. Conversion campaigns are best used to align a specific list with a clear next step in the flywheel and can be measured with typical conversion metrics like website clicks, form submission, and cost-per-lead (CPL).

To complete the buyer’s journey.

Additionally, retargeting can be used to move qualified leads to complete the buyer’s journey cycle. 

To introduce new products.

When you know that customers have visited your website, made a purchase, or shown general interest in your business, retargeting helps you share new products with them that align with their interests. 

Where does retargeting fit into your marketing strategy?

When the customer has already visited your site, you can retarget them with a custom ad. This is called retargeting, and it’s one of the most powerful ways to get repeat traffic.

You can reach potential customers who have already expressed interest in your company, by displaying your ads on other sites that they visit. When they’re ready to make a purchase, your ads will be displayed on the sites they browse, reminding them that you’re the right place to buy.

You need more than one marketing channel to ensure none of your customers fall through the cracks. According to Google, combining retargeting with the other advertising you already do can help you sell 50% more stuff. In Mailchimp, you have all the tools you need to create integrated campaigns under one roof.

Retargeting Platform and Tools

A retargeting platform is a program that helps you manage your online campaigns. It allows you to create and manage online ads, track their performance, and optimize them to increase conversions and sales.

Retargeting platforms are not all made equal. Some are geared towards small business owners, while others are aimed at digital marketers who work for large corporations. Platforms also differ on the level of customer service they offer and the features they provide.

SharpSpring Ads

SharpSpring Ads, formerly Perfect Audience, is a retargeting tool that allows you to create dynamic retargeting ads and display them in newsfeeds, websites, and social media platforms for your audience members to see. You can measure the impact of your campaigns to ensure you’re on the right track and use their powerful analytics to get up-to-date information on click-through rate (CTR), revenue, and conversions.

AdRoll

AdRoll uses 10+ years of consumer data and behavior to help you create retargeting ads that are effective, relevant, and shown to your audience on the platforms they frequently use. If you’re a HubSpot user, AdRoll can integrate with Marketing Hub, helping you easily sync your existing contacts and create a list of targetable audience members.

ReTargeter

ReTargeter helps you create campaigns that are customized to your individual business needs and will help you stand out from your competitors. With this high-quality tool, you’ll be able to keep your business top of mind with your audience, wherever they spend time online.

Criterio

Criterio helps you retarget your audience through contextual retargeting, where they use commerce data from your existing customers to understand which channels have been successful in inspiring purchases in the past. Your ads are then placed in these same channels for users to see, as they have shown to be high-impact and effective.

Conclusion:

Retargeting is a powerful marketing strategy that can be used by almost any business. By serving ads to people who have visited your site, you can easily re-engage with them and bring them back to your website. This method of advertising has proven highly effective for many businesses, so if you’re looking for more ways to grow your business, consider using retargeting!

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