Retargeting, which is also known as remarketing, can help you get more people to see your ad and save money on your marketing budget. Here’s how you can use retargeting to help your business.
In the past, you may have seen the same ads show up on your social media feeds over and over again after you’ve searched for a certain product. This is called retargeting. Retargeting programs are a way for brands to show ads to people who have already shown interest in their products. This increases the chances that the user will click on the ad and start the conversion process again.
Retargeting can help your business make better use of its marketing budget and work with almost every part of your digital marketing strategy. Here’s everything you need to know about retargeting and how it could help your business make more money.
What Is Retargeting?
Retargeting, also known as remarketing, is a type of internet advertising that allows you to keep your brand in front of bounced visitors after they leave your site. Only 2% of web traffic converts on the first visit to most websites. Retargeting is a marketing strategy that enables businesses to reach 98 percent of users who do not convert right away.
How Does Retargeting Work?
Retargeting is a cookie-based approach that employs basic Javascript code to track your audience anonymously around the Internet.
This is how it works: you add a small bit of code to your website that is unobtrusive (this code is sometimes referred to as a pixel). Your site visitors will not notice the code or pixel, and it will have no effect on the performance of your site. The code creates an anonymous browser cookie every time a new visitor visits your site. When your cookies visitors browse the web later, the cookie will inform your retargeting provider when to display advertisements, guaranteeing that your adverts are only shown to people who have previously visited your site.
Because retargeting concentrate your advertising spend on those who are already familiar with your brand and have recently expressed interest, it is quite successful. As a result, most marketers that use it receive a larger return on investment than they do with most other digital platforms.
How To Use Retargeting To Increase Your Sales
1. Always Remember the Buyer Journey
Your retargeting campaign can’t work if you don’t think about the buyer’s journey. The prospect must go through a number of steps before becoming a customer.
If you want to get as many people interested in your business as possible as they move down the funnel, be careful how you talk to them. You could seriously hurt your conversion rates if you don’t pay attention to how people buy things. If you want your retargeting ads to appear, don’t let them show up on their own.
This isn’t just about putting your ad in front of the wrong people all the time. This isn’t really about the ads. It has more to do with how well they work. Track how your retargeting campaign is going, and be aware of what’s working and what needs to be changed so that you can improve your campaign.
Consumers can figure out why they’re seeing your ads after they’ve been to your site. If people don’t change, try something else. Suppose that an ad you’re running isn’t getting leads even after weeks of seeing them. You’ll need to make another ad.
2. Focus on Who You’re Trying to Reach
Many businesses make the mistake of focusing on all the people who come to their site. It should be clear that this strategy doesn’t always work out the best.
Prospects go to your business’s website for a variety of reasons. They also go to a lot of different pages on your website, which shows that they have different buyer intentions.
People who visit different product pages on an e-commerce site should see different retargeting ads. In this case, if someone goes to the “t-shirt” page, then put them in the “casual wear” group. When you break up your visitors into groups like this, you’ll be able to target your leads with relevant content, which will make them more likely to buy from you.
3. Customized Landing Pages
People who see your ad should be taken to a specific landing page that was made just for that ad when they click on it. Because if your visitor isn’t clear, they’ll leave. Take care to avoid putting your customers in a situation where they have to search for content on your site.
Suppose your main business is women’s clothes, and you want to add men’s clothes to your collection. The landing page can’t be the company page. That’s because it will mostly be about clothes for women. So, your ads should link to pages that sell men’s clothes.
Customized landing pages make sure that people don’t lose their way and get lost in a new place.
4. Don’t Forget Your Existing Customers
Never forget about customers who have already bought from you. As for retargeting campaigns, this is also the case For example, look through your email list and see if there are any subscribers who haven’t been around for a while.
Try to talk to them again. Having a segmented email list is important for this method because you can group your users by their demographics, interests, or activity. Retargeting your customers is a good thing because they already know your brand and know more about your business than people who have just found your site.
As a result, this gives you the chance either to sell more or cross-sell to your current clients. It’s much easier for you to offer a new product or service to an existing customer than to try to get a completely new person to do business with you for the first time.
5 Segment Your Audience
To make your retargeting ads more effective, you need to use this tactic. It makes your ads more effective.
Even though retargeting campaigns should always start with segmentation, this is not always the case. Group your target audience based on different things they’ve done, like:
- Visited pages in certain categories.
- Added certain products to a cart
- Looked at you About page
- Read your Contact page
Segmenting your audience will allow you to show ads with relevant information about your products and services to the people who are interested in them.
6 Help Customers To Their Shopping Carts
One of the biggest problems for e-commerce businesses is when people don’t finish shopping and leave their carts behind. Current data shows that more than 60% of people don’t buy at the end of a transaction.
BI Intelligence says that the shopping cart abandonment phenomenon costs businesses $4 trillion in lost revenue each year. It is important for the e-commerce business to act quickly when customers don’t want to buy something. Emails should be sent as soon as possible after a customer leaves their cart. This will give you a 40% open rate and a 20% click-through rate. So, strike while the iron is hot.
7 Save Money By Focusing On Who Has Yet To Buy
This may seem obvious, but pay attention to people who haven’t changed their minds. Keep in mind that a lot can happen between the time you look at customer data and the time your retargeting ads start to show up. It’s very likely that some of the people you want to reach have bought something. Professionally, you shouldn’t send them offers that are meant to make them change their minds. They might stop doing business with you from now on. Take them off your retargeting list so you don’t have to feel bad about it.
Final Thoughts
Prospects who are interested in your business because of your retargeting campaign aren’t going to convert right away. In general, you should put in a month of work before you start looking at data and evaluating how your strategy has worked. Marketers get impatient quickly and throw away their retargeting idea in a few weeks. Make sure to remember that you’re retargeting these people because they didn’t make a purchase on the first try. They need more interaction before they make a purchase.
