One of the most efficient marketing strategies is retargeting (also known as remarketing to those who use Google Ads). If you’ve ever shopped online and then seen commercials for comparable things, you’ve seen this tactic in action—and you could be one of the many individuals who has converted as a consequence. So, what it actually is and how does it work? Keep reading to find out!
What is retargeting & how does it work?
Retargeting is a type of online advertising in which your advertisements are only displayed to people who have previously visited your website. As a result, rather than advertising to those who have never heard of your company, you can target those who are already familiar with it.
You’ve probably already encountered this type of advertising, whether you were aware of it or not. If you’ve ever looked at a product on an ecommerce site and subsequently spotted adverts for it on other websites, you might have put it up to chance. However, given the complex retargeting capabilities accessible to advertisers, those adverts were most certainly not chosen at random.
Reaching out to past site visitors after they’ve already left your site may appear difficult. Cookies, on the other hand, make things simple.
Cookies are tiny files that are kept in the browsers of site visitors and allow the site to “remember” their preferences. If you enter into a site once and are automatically logged in the next time you visit (even if it’s days or weeks later), the site used cookies to “remember” your information.
Simply add a simple line of code to your site that allows you to drop cookies into visitors’ browsers to use retargeting. When a visitor to your site visits another site with available ad space, these cookies will alert you. Your ad will appear automatically, serving as a helpful reminder for customers to return to your site.
How can you use retargeting in your business?
You can set up retargeting on a variety of platforms. Remarketing using Google Ads is one of the most popular, but it will take some study to figure out which is ideal for your business. (Note: Google’s name for retargeting is “remarketing.”) It has the exact same meaning.)
Remember to categorize your audience based on where they are in the sales funnel when you’re ready to start remarketing. Visitors who merely came to your homepage, for example, may respond well to broad advertising that build brand recognition, whereas visitors who went to specific product pages will be more likely to return if you show them the products they saw or offer bargains on similar items.
Creating customized adverts for each product in a huge ecommerce company with thousands of products may seem hard. There are techniques to automate this procedure, and an experienced Internet marketing business may assist you in setting them up.
What should you avoid when implementing retargeting?
Many business owners are hesitant to employ retargeting as part of their marketing strategy for fear of appearing intrusive or pushy. Retargeting, on the other hand, can help you build your brand and your bottom line if you follow these best practices.
The most crucial thing to keep in mind is to avoid using too many advertisements. Sure, one of your visitors may have glanced at a particular pair of sneakers on your website. Do they want to see adverts for that footwear on every site they visit for the next few months? Certainly not. Limit each potential customer to 15-20 ads per month as a decent rule of thumb.
Another common blunder is to keep showing adverts after a buyer has made a purchase. You may add a line of code on a post-conversion page (like a checkout or thank you page) to prevent them from seeing your advertisements, just like you did on your product page to drop cookies and start showing ads. This will not only save you money on advertising to those who have already converted, but it will also protect you from aggravating your customers.
Why is retargeting effective?
Retargeting aids brand awareness by keeping your company’s name fresh in the eyes of potential clients. Even if they don’t convert within a few days after their initial visit, they won’t completely forget about you. When it comes time to make a purchase, they’ll be more inclined to choose you over your competitors because they’ll already be familiar with your brand.