Retargeting: What It Is, How to Use It & Best Tools for It

To marketers, there could be any scarier or more frightening statistic than this: 96% of the people who visit your site aren’t ready to purchase. That means that you’ll likely be able to convince the 4% of people who visit your site to purchase your product the first time they land on it.

This is a significant portion of visitors that you’re losing. However, there’s one way to get back visitors you lost, and that is to run retargeting campaigns. The experts at the leading digital advertising agency in Singapore.

Retargeting

Contrary to typical banner ads, Retargeting advertisements are a type of targeted advertising that is online and are displayed to users who have been to your site or have a contact within your databases (like an existing customer or lead).

If you’ve not used the concept of retargeting before, don’t fret as in the next article, we’ll cover the basics of how it is done, show how you can utilize it to further your marketing objectives, and provide an example of a Facebook Ad retargeting campaign.

How Retargeting Campaigns Perform

There are two major types of retargeting, namely lists-based and pixel-based. The way they work differs slightly, and each comes with its own advantages depending on the goals of your campaign.

• Pixel-Based Retargeting

Retargeting using pixels is a method to display your content again to anyone who is a non-identifiable site visitor.

This is most likely the most commonly used kind of targeting. When someone comes to your website, an unobtrusive piece of JavaScript (often referred to as a pixel) is placed on their browser — making their browser “cookie-d.”

When they leave your site to browse the internet, the cookie alerts retargeting platforms to show specific advertisements based on the particular pages they have visited on your site.

The advantage of pixel-based targeting is that it’s timely (they are able to retarget users shortly after exiting your website), specifically targeted to a specific page on your site, and is based on user behavior. 

There are some disadvantages to this approach, for instance, that there’s a lesser number of people participating in this campaign at any moment because it’s all dependent on the frequency that people are going to your site or visiting certain pages and then leaving. It is also difficult or time-consuming to implement JavaScript on a variety of websites.

• Retargeting using lists

Retargeting using lists happens when you already have a person’s contact details stored in the database. You may also make use of lists of contacts you already have for specific kinds of retargeting advertisements. 

For this, you need to upload an email list of names to an ad retargeting program (usually on a social media platform such as Facebook and Twitter), and the platform will determine those users who have these addresses and offer advertisements retargeting those users.

While it’s less frequent than pixel-based targeting, list-based retargeting lets you set up highly flexible criteria you use to create your ads since it’s built on more than just behavior. You decide which people will be included in the list.

However, you could find that someone on your list has given you an email address but the social network a different one -In that scenario, you won’t be able to show them your advertisements. 

Be aware that you’re the one responsible for managing and uploading the list; retargeting using lists isn’t as automated and timely as pixel-based targeting.

If you’ve ever heard the phrase “retargeting,” it’s likely it was in reference to remarketing. While the two are often confused with one the other, they do differ. Let’s discuss when you might use one or the other.

Retargeting vs. Remarketing

Retargeting, on the other hand, focuses on bringing new customers or new audiences via advertisements via social media, emails, and other media; remarketing is typically focused on marketing or sales emails sent out to keep customers engaged.

Remarketing and retargeting can be misunderstood as one. Although they have a lot in common, retargeting lets you attract new clients with your ads. In contrast, the latter focuses on sparking interest in your company’s old or inactive customers.

As per digital marketing agency, a retargeted advertisement helps people who haven’t had the opportunity to hear about your business know the way the product you offer is a part of their daily lives or helps solve any potential issue. Retargeting can help you make your message more relevant to the audience.

If you study sales and sales data, you can identify which products are popular with the people you’re trying to be able to reach. For instance, if, for example, you notice that a certain product line is performing really well with millennial, then you can incorporate images of them into a carousel-style ad and then use them to target customers.

The customization of a distinct advertisement promoting a particular product targeted at a specific segment of your targeted market is a way to show how retargeting can be effective. 

To reconnect to re-engage a customer who has been abandoned or is not active for re-engagement, you may decide to employ re-engage a customer; you could use remarketing. This strategy aims to enhance customer relations by using strategies for marketing.

In essence, if your goal is to provide customers with an incentive to return to your business, consider remarketing. For those who are familiar with your brand but have demonstrated a need to purchase your products, you can create an individual message that rekindles the interest of those who are already there. 

For instance, if your business has a membership program, remarkets to customers who have memberships that expire and are due to renewal. Check out our packages for search engine marketing for local business in Mumbai.

Data collection for retargeting campaigns

Queries from users don’t drive retargeting advertisements, so you can ensure that the appropriate viewers see your advertisements. You can choose to use the following two methods for collecting information (audience) to target your Retargeting campaigns.

• Utilize a retargeting pixel

Pixel-based retargeting is by far the most popular form for audience gathering. It is based on the use of JavaScript code (pixels) which you can place on your web page or post-click landing pages. 

Once you’ve attached the pixel, each time a person visits your site or Post-click page landing pages, it will drop an anonymous browser cookie into the visitor’s browser.

When a visitor departs your website and goes to other sites, the pixel lets your partner, like Google Ad Words or Facebook, know they must be able to see your advertisements.

Pixel-based retargeting ensures that your ads are visible to those who’ve visited your site or clicked on the post-click page. Another benefit of pixel-based retargeting is that it is instantaneous, and visitors will immediately start seeing ads that will draw them back to your website.

• Make use of retargeting lists.

Retargeting using lists is a way to use lists of your current clients or visitors who have given you their email addresses and then display specific advertisements to them.

Perhaps you would like your blog readers to get a free whitepaper, a pop-up advertisement they’ve missed on your home page, or you wish to encourage your trial users to sign up for a premium plan. Both scenarios are suitable for advertising campaigns that retarget.

For a start, using the retargeting method based on lists, you simply transfer the entire list of contacts you’ve got to the platform you prefer to use for retargeting. Your target audience should see your ads when they browse the internet. 

It is also possible to send targeted emails to your target audience to get them to look at the product they expressed an interest in.

Retargeting Goals of Ads

After we have the fundamentals of how retargeting works and the various kinds of people you can segment with, we can begin to focus on the goals. The primary types of retargeting strategies you should consider are those to increase awareness and conversion.

1. To raise awareness.

These campaigns can be useful for re-engaging users on websites and informing users about pertinent items, features, or announcements. They are typically delivered to lists that are based on pixels.

The primary drawback of advertising for awareness is they serve more generic content to those who aren’t actively engaged on your site. They’re not on your contacts database, and frequently have lower click-through rates than other kinds of campaigns.

But, as the aim is to make prospects aware of your company, impressions and engagement can be considered acceptable metrics to monitor. Most awareness campaigns can be a precursor to a more successful campaign goal: conversions.

2. To power conversions.

Conversion objectives are essentially the same you’re looking to encourage users to click the ad and go to the next step, like completing the form on a landing page. Conversion campaigns should be used to align a list with a clearly defined next step on the flywheel. 

They are measured using typical conversion metrics such as website click forms, clicks on the form, and the cost per lead (CPL). The great thing about conversion marketing is that you can utilize it to serve multiple functions that make up the wheel. 

Pixel-based ads, for example, create leads and lead visitors to landing pages, where they can provide their details. The list-based ads are better suited to qualify leads. The ads will show up to contacts who have provided you with limited information and will lead them to more detailed forms with additional fields.

3. To conclude the journey of the buyer.

Retargeting also can be employed to transfer qualified leads through this buyer’s journey. For instance, you could use retargeting to send an email to contacts who have downloaded your eBook and an invitation to sign up to try a trial version to test your software. 

If they can see how your product can assist them in achieving objectives, they might be motivated to become an actual customer.

4. To increase the value of the customer’s lifetime (CLTV).

The value of a customer’s lifetime represents the value you can anticipate from a single client throughout their relationship with your company. 

Retargeting ensures that customers are constantly reminded of your brand’s name and are enticed to continue making purchases. As they spend more money, the greater their CLTV.

5. To reduce cart abandonment.

Cart abandonment occurs the moment when a buyer puts something into their cart at your online store and then quits your site rather than going to checkout and paying. 

Retargeting is a way to help you find those customers who have abandoned their carts and act as a reminder that the item they were looking for is available to purchase.

6. To present new products.

If you know that visitors have visited your website and purchased something from you or have shown curiosity about your business Retargeting allows you to share new products that align with their needs. 

If they view your ads and click on them, you can direct them straight back to your website to explore your latest product and encourage customers to make an order. 

No matter what your purpose, regardless of your goal, it’s important to ensure that your positioning and creativity next step of the process of conversion, regardless of whether it’s an offering landing page or website page, or a request for more details — to your target audience list.

Retargeting based on lists may have lower matching rates (users are synced to accounts on all platforms, usually via email addresses). Therefore, ensure you’re retargeting with content from inbound sources. Check out our packages for search engine marketing for local business in Mumbai.

Retargeting Platform along with Tools

In reality, you have plenty of options for actualizing your targeting. Particular platforms like Facebook, Twitter, and LinkedIn have native tools available in addition to numerous third-party platforms that can create social and web targeting. We’ll discuss some of them below.

1. SharpSpring Ads

SharpSpring Advertising, previously known as Perfect Audience, is a tool for retargeting that lets you design dynamic retargeting advertisements and then show them on newsfeeds, websites, and social media for your members to view. 

It is possible to measure the effectiveness of your campaigns to confirm that you’re on the right path and use their powerful analytics to obtain the most current information regarding click-through rate (CTR) and revenue and conversions.

2. AdRoll

AdRoll uses 10+ years of customer information and behavior to help you design effective retargeting advertisements that are relevant to your target audience on the platforms they commonly use. 

If you’re an existing HubSpot subscriber, AdRoll can integrate with Marketing Hub to help you effortlessly integrate your existing contacts with Marketing Hub and make an audience list targeted to members.

3. Re-Targeter

ReTargeter allows you to create campaigns that are tailored to your business’s specific needs and can make you stand above your competitors. This top-quality tool will help you keep your company top of mind to your target audience whenever they’re online.

4. Criterio

Criterio allows you to target your audience with contextual retargeting. In this method, they use data on your customers’ previous purchases to determine the channels that have worked in encouraging sales in the past. Your ads are placed on the same channels users can view, which has proven effective and high-impact.

Conclusion:

Retargeting gives you fantastic opportunities to reach exactly the person you want. It gives you another opportunity to promote your message and brand to people who have already expressed interest. Don’t waste your time directing users to a website that doesn’t guarantee immediate conversions to an offer, like an overly-cluttered website.

Create targeted retargeting advertisements that are optimized and link them to specific post-click landing pages to maximize your advertising campaigns’ effectiveness. If you enjoy this blog, do visit our previous post User interface (UI): A 2022 Comprehensive Guide on UI Design.