Retargeting can feel like a magic trick when done right. You’ve attracted potential customers to your website, but some of them left without taking action. Does this mean you’ve lost them forever? Not at all. With effective retargeting strategies, you can bring these leads back into your sales funnel and convert them into loyal customers.
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Have you ever noticed how an item you viewed online seems to follow you around the internet? This isn’t just a coincidence—it’s retargeting in action! Retargeting is a powerful tool in the digital marketer’s toolkit that helps reconnect with users who visited your site but didn’t complete a purchase. In fact, it can be the secret sauce that turns lost leads into loyal customers.
What is retargeting?
Retargeting is the process of reconnecting with users who have previously interacted with your website or app but did not convert. These visitors might have browsed through your products or services but left without making a purchase. Retargeting works by showing these users targeted ads across the web, encouraging them to return to your site and complete their purchase.
Retargeting vs. Remarketing
While the terms retargeting and remarketing are often used interchangeably, there’s a subtle difference. Retargeting typically refers to online ad placements based on a user’s behaviour on your website, while remarketing often involves using email to re-engage past customers or leads.
Why Retargeting Matters
Retargeting matters because it capitalises on an audience that has already shown interest in your brand. Rather than casting a wide net and hoping for the best, retargeting narrows your focus to those who have already interacted with your brand, making it more likely they’ll convert. Not only is this cost-effective, but studies show that retargeted customers are more likely to complete purchases compared to new visitors.
Types of Retargeting
There are two primary types of retargeting: pixel-based and list-based.
Pixel-Based Retargeting
Pixel-based retargeting uses a small piece of JavaScript code (often referred to as a pixel) to track website visitors. When a user visits your site, the pixel drops a cookie on their browser, enabling you to show targeted ads to them as they browse other websites.
List-Based Retargeting
List-based retargeting, on the other hand, uses a list of existing contacts, such as email subscribers, to target specific ads. This method is more direct, as you’re targeting people who are already familiar with your brand and may have shown interest in your offerings in the past.
Setting Up Pixel-Based Retargeting
Setting up pixel-based retargeting is straightforward but requires attention to detail. First, you’ll need to install the pixel code on your website. This code will track visitors’ actions and allow you to serve relevant ads based on their behavior. Remember, placement matters—ensure that the pixel is placed on key pages such as product pages or your checkout page.
Best Practices for Implementing Pixels on Your Website
Test Your Pixel: Ensure it’s firing correctly by using tools like Facebook Pixel Helper or Google’s Tag Manager.
Track Specific Events: Instead of tracking just page views, set up specific conversion events such as add to cart or checkout initiated.
Place Pixels on High-Intent Pages: For example, product pages or pricing pages, where visitors show more intent to buy.
Creating Effective Retargeting Ads
Crafting effective retargeting ads is both an art and a science. Your ad copy should be engaging, clear, and focused on driving action. Think of it as your second chance to convince potential customers to complete their purchase.
Crafting Attention-Grabbing Ad Copy
Make sure your copy is compelling and speaks directly to the user’s pain points. Consider using emotional triggers, such as limited-time offers or discounts, to create a sense of urgency.
Designing Visually Appealing Ads
Your ads need to stand out. Utilise vibrant images, clear calls to action (CTA), and consistent branding. Remember, users are bombarded with ads, so yours need to capture their attention immediately.
Segmenting Your Audience for Better Results
Audience segmentation is crucial in retargeting. Not every visitor is at the same stage of the buyer’s journey, so tailoring your ads to different segments can significantly boost your success rate.
The Importance of Audience Segmentation
Segment your audience based on their behaviour on your website. For instance, someone who visited your product page but didn’t add anything to their cart may need a different message than someone who abandoned their cart at the checkout.
Different Ways to Segment Your Audience
Page Views: Retarget users based on specific pages they visited.
Cart Abandonment: Serve ads to users who added products to their cart but didn’t complete the checkout process.
Previous Purchases: Retarget past customers with complementary products.
Timing is everything.
When it comes to retargeting, timing is everything. Showing ads too soon or too frequently can annoy potential customers, while waiting too long might make them forget about your brand.
Finding the Perfect Time for Retargeting Ads
Test different timeframes to find the sweet spot. Some businesses find that retargeting ads within a day or two of a user’s visit work best, while others may need to wait a week.
Frequency capping and its importance
Nobody wants to be bombarded with the same ad repeatedly. Implement frequency capping to limit how often your ads are shown to the same user, preventing ad fatigue and keeping your brand image positive.
Using Dynamic Retargeting
Dynamic retargeting takes personalisation to the next level by showing users ads featuring the exact products they viewed on your website. This strategy is especially effective for eCommerce businesses, as it reminds users of the specific items they were interested in.
How Dynamic Retargeting Works
Dynamic retargeting pulls data from your product catalogue and automatically creates ads featuring the items each user views, along with related products. This level of personalisation can significantly increase click-through rates and conversions.
Benefits of Dynamic Ads for eCommerce
Personalised Experience: Users are shown ads relevant to their interests, increasing the likelihood of conversion.
Higher Engagement: Dynamic ads often see better performance than static ads because they’re more tailored to the individual’s preferences.
Retargeting on Different Platforms
Retargeting isn’t one-size-fits-all. You’ll want to adapt your strategy depending on the platform you’re using.
Retargeting on Google Display Network
The Google Display Network allows you to show retargeting ads across millions of websites. This network offers incredible reach and is great for brand awareness.
Retargeting on Facebook
Facebook’s retargeting capabilities are highly customizable. You can create different audiences, such as people who visited specific pages on your site, and show them tailored ads directly in their Facebook feed.
Retargeting on Instagram
Instagram retargeting works similarly to Facebook, but with a more visually-driven approach. Given Instagram’s image-first nature, your ads should focus on eye-catching visuals and brief, impactful messaging.
Measuring Success
Tracking the success of your retargeting efforts is essential to optimising your campaigns. Keep an eye on key metrics like click-through rates (CTR), conversion rates, and return on ad.