What is retargeting: definition and best practices

Definition and good practices

If you run a small business and sell products online, you know that advertising plays a vital role in attracting people to your website. But what happens when they’re not quite ready and ready to click “buy” just yet, and they leave your page without finalizing their purchase?

It turns out that about 97% of people who visit a website for the first time leave without buying anything. Should these potential customers be considered lost for your business? Not necessarily, because there are methods and strategies capable of bringing these prospects back safely and finally converting them.

Retargeting is one of those strategies, and in this comprehensive guide, you’ll learn how to use it.

How retargeting works

Ad retargeting, also commonly known as retargeting or remarketing, is a cookie-based marketing technique that uses simple JavaScript code to anonymously track your audience across the web. Once a visitor has browsed your site, it will be exposed to your advertisements while reading any article or content on a news site, either listening to music or visiting other online stores. Your ads will aim to remind that web user of all the great things you have to offer and perhaps encourage them to come back to your site when they’ve finally made up their minds to make a purchase. You can retarget people who have visited a specific page on your site, followed you on social media, or even added an item to their cart.

That’s why this retargeting technique is really interesting – it allows you to fine-tune your ad targeting, and because audiences already know you, they’re more likely to take the next step in their buying journey.

Thus, the retargeting campaigns that you are going to set up will serve to remind visitors to your website who have left without buying anything that your products or services exist, with ads showing on other websites.

These retargeting campaigns can be carried out using Google Ads, the capabilities of Facebook retargeting, LinkedIn ads, and other retargeting advertising platforms. Digital marketers today commonly use retargeting as a tool that gives them a second chance, an opportunity to both reconnect with their customers, increase their sales and build customer loyalty.

Before a prospect decides to buy your product or service, they need to know a little about your brand or business. And all marketers and sellers know that to get a potential customer to make their buying decision, they need to hear your message or advertising content at least 5 times. This is where retargeting comes in. This technique will make it possible to strengthen the visibility of your brand and more easily reach an audience that has already expressed an interest in your products or services. In addition, it is a profitable marketing tool that allows you to display a better return on investment than other types of advertising, with notably lower cost per click levels than other types of advertising.

When to use retargeting campaigns?

Here are some of the cases where you should consider setting up retargeting campaigns:

Think about your marketing strategy for the long term

Retargeting is meant to be a long-term marketing strategy for businesses that already have a well-established audience, but not necessarily a huge one. If your website receives at least 500 monthly visitors, Google remarketing ads are fine.

Promote your best-selling products

Retargeting campaigns are a simple and effective way to showcase your best-selling products, the famous “bestsellers”, and promoting items that your current customers love can inspire new prospects to convert into customers. and increase the return on investment of your ads.

Present new collections or product lines

People who are interested in your brand and visit your website regularly are a great audience to target when launching a new product collection. Your retargeting ads will be used to grab their attention wherever they are online, and create a clear path to your online store so they can see what’s new. This can be achieved with Google Ads display campaigns through banner ads or through a Facebook retargeting campaign. And nothing prevents you from using both platforms at the same time.

More easily dispose of your surplus and unsold products

If you run an e-commerce store, you’ve probably been faced with product inventory piling up for a variety of reasons, and inventory sometimes getting out of hand. Retargeting is a way to market your online store’s surplus or unsold products to potential customers in a way that doesn’t require a big budget or a lot of effort.

Strengthen your brand awareness

Most people need to know your brand before they decide to buy your product or service, and with retargeting, potential customers will be exposed to your ads and keep your brand name in mind.

Best practices to follow for your retargeting campaigns

Retargeting can be extremely effective, but this marketing technique requires setting specific goals and careful planning to work well. As with any ad campaign, you’ll need to closely monitor your dashboard and analytics, and measure your results, in order to make any necessary adjustments.

The remarketing best practices that we are going to see will help you create successful retargeting campaigns for your business.

1-? Segment your campaign audiences based on user intent

Proper segmentation is critical to the success of your remarketing efforts. The best way to properly segment your audiences is to have an overview of your website and group your pages according to a few different categories: product / service pages, information pages, resource pages, your website page. ‘welcome, etc.

You will then need to determine the user’s intent for these page groups. For example, prospects who have visited your product / service pages are probably closer to converting than those who come to your home page for the first time.

If you set up retargeting audiences based on these page groups, you can then tailor your ads based on user intent. To target your product / service page audience, you will be able to choose ads that are quite aggressive and commercial, while it will be better to offer additional resources to your home page audience, rather than pushing them too head-on towards one. purchase.

2-? Limit the frequency of your retargeting campaign

This is one of the important steps when building your retargeting campaign. Google and Facebook, in particular, allow you to impose a limit on the number of times your retargeting ad will be shown, this, so that your prospects are not bombarded by your ads, which could have the opposite effect to what you are looking for.

You can choose a monthly, weekly or daily limit, but in any case, be careful, because if people expect to see ads when they browse the internet, they will quickly tire of seeing the same ad 5 times. per day.

Google Ads keeps an eye on your frequency data. Therefore, you can always increase or decrease the frequency of your ads once you have data to analyze.

3-? Don’t waste your marketing budget on converted users

After a user converts through your remarketing campaign, they will still be part of the audience list to which they were originally added until the cookie expires.

This means that even after purchasing a product from your e-commerce site, these customers will still be exposed to your retargeting ads, which is a real waste of your ad budget.

This is where “tracking” pixels – or tracking pixels – come in handy. With this type of pixel, users who have performed a certain action, such as a purchase, will be removed from your retargeting list.

You can even take it a step further here and target already converted users with new ads that offer them complementary or more premium products, for example.

4-? Send your remarketing traffic to personalized landing pages

This technique applies to any online advertising campaign, but it is even more relevant when it comes to retargeting audiences.

If you’re running a Google Ads campaign, you can create user-friendly landing pages based on the keywords that each ad targets. With retargeting campaigns, you can do the same thing, but additionally relying on past user behavior, which often provides a more solid foundation for landing page relevance.

Because you know they’ve been to a certain section of your website before, you can have even more certainty about what content they want to see on a landing page. Taking the time to set up appropriate landing pages for your retargeting campaigns is going to result in the conversion rates you will love.

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