Retargeting is a digital marketing technique that involves showing targeted ads to individuals who have previously interacted with your website or mobile app.
These interactions can include visiting specific pages, viewing products, adding items to a shopping cart, or even just spending time on your site.
The goal of retargeting is to rekindle the interest of these users and encourage them to take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
We’ll learn more about retargeting in this article today!
How Does Retargeting Work?
Retargeting relies on the use of browser cookies, which are small pieces of code placed on a visitor’s device when they visit your website. As a user interacts with your site, the cookie collects data about their behavior. This data can include which pages they visited, how long they stayed, and what products they viewed.
You can use this information to create highly targeted ads that are displayed to these users as they browse other websites or social media platforms. These ads act as reminders, gently encouraging the user to return to your site and complete a desired action.
Types of Retargeting
There are several different types of retargeting, each with its unique approach:
- Standard Retargeting: This is the most common form of retargeting. Here your website visitors will see ads being displayed regularly.
- Dynamic Retargeting: In dynamic retargeting, ads are personalized based on the specific products or services that a user viewed on your site. This approach drives more results because of its relevance.
- Email Retargeting: This involves sending retargeting emails to users who have abandoned their shopping carts or performed certain actions on your site but didn’t convert. These emails can contain personalized product recommendations or special offers.
Protip: Find anyone’s email address for free using email search tools like GetEmail.io. This tool not only helps in finding professional email addresses in bulk but you can also use its extension on platforms like LinkedIn, Gmail and Salesforce.
- Social Media Retargeting: You can also retarget users on social media platforms like Facebook, Instagram, and Twitter. By using tracking pixels or email lists, you can display ads specifically to users who have engaged with your website.
- Search Retargeting: In search retargeting, your ads are displayed to users who have conducted specific search queries on search engines.
Best Practices for Retargeting
Make the most of your retargeting efforts by following these best practices.
- Segment Your Audience: Divide your audience into segments based on their behavior and interests. Create tailored ads and messaging for each segment to maximize relevance.
- Set Frequency Caps: Avoid bombarding users with too many ads. Set frequency caps to limit the number of times a user sees your retargeting ads in a given time period.
- Optimize Ad Creatives: Create visually appealing and attention-grabbing ad creatives. Highlight the value proposition and include a clear call to action (CTA).
- Leverage A/B Testing: Experiment with different ad creatives, ad copy, and landing pages. A/B testing can help you identify what resonates best with your audience.
- Consider Ad Placement: Choose where your retargeting ads will appear carefully. Display them on websites and platforms where your audience spends their time.
- Use Frequency Sequencing: Plan a sequence of ads to tell a story or convey different messages over time. This can be particularly effective for complex or high-value products.
- Monitor and Adjust: Regularly analyze the performance of your retargeting campaigns. Adjust your strategies based on what’s working and what’s not.
- Respect User Privacy: Be transparent about your data collection and retargeting practices. Adhere to privacy regulations and provide opt-out options for users who don’t want to be retargeted.
Conclusion
Retargeting is a valuable tool in the digital marketer’s arsenal. It allows you to re-engage users who have already expressed an interest in your products or services, increasing the likelihood of conversion. And, when done correctly, you will be able to grow your business steadily!
