Day after day, online users are becoming thirstier for information and the degree of converting, becoming customers, from first-time interactions is decreasing. That’s why Retargeting” is a necessity for every business whether it’s e-commerce or a B2B company.
What is Retargeting?
So what is retargeting and why is it considered the Holy Grail of Digital Marketing?
Have you ever searched or talked about a pair of “Jeans” and then suddenly find ads about it everywhere you go virtually? This is retargeting.
Retargeting is a very narrowed type of online advertising that specifically targets visitors who have interacted with your website. These interactions range from viewed a video to spending a specific amount of time or triggered any event you’ve set up. This process is executed using cookie-based technology.
5 Pro-tips to Adopt
Take a look at these pro-tips for you to enhance your Retargeting strategy:
- Make sure to be omnipresent while retargeting your customers by using cookie collector technology like Facebook Pixel, Google Conversion Tracker (Jtag), or LinkedIn Insights. This way your customers will encounter your ads wherever they go. The pixel collects website visitor data to help you track ad conversions and build targeted audience for future retargeting.
- Use Google Ads to display your ads on the Google Display Network; a collection of two million websites that reach 90% of internet users across the globe. Make sure you use keywords or topics while using Google Display Retargeting instead of placement for full efficiency and higher coverage. Check the image on the right to see where to find them.
- Utilize a data-consent tool when targeting the EU and US markets to avoid any legal issues.
- Follow expert suggestion, and my own experience, and prioritize people who are most likely to convert through a retargeted ad. An example of this would be visitors with sessions longer than 30 seconds or people who abandoned their cart.
- Be aware of ad frequency (the number of times that a user sees your ad). RJ Jacques of Big Sea explains: “Delivering your retargeting ad once a day to your target audience is a great approach to remarketing” that’s why you can use the “Daily Unique Reach “ option on Facebook Ads.
Retargeting vs. Remarketing: Know The Difference
It’s important for you to know what so many marketers are confused about: The difference between Remarketing & Retargeting
According to Databox:” When you run a retargeting campaign, you are essentially focusing on audiences who have either never used your product or service but visited your website or interacted with your content.
On the other hand, when you run a remarketing campaign, you are focusing on lost or inactive customers.”
Remarketing is focused on people who know your product and who have, at some point, used your service and products. Remarketing campaigns rely on list-based retargeting. So, to run a remarketing campaign on Facebook, you will have to create a list with email addresses of the users you’ll like to show your ads to.
Interested to know more? Stay tuned for the upcoming podcast and interviews on Hovi TV