An Introduction To Retargeting And The Different Types That You Should Know About.
What is retargeting?
Have you ever visited a website and left without buying anything? But then later, you started seeing ads related to that company or product everywhere?
Those ads you’re seeing are retargeted ads.
98% of users don’t convert on their first visit to a website. That’s where retargeting comes in.
Retargeting works towards converting these people into buyers by showcasing ads to them long after they’ve left the website.
Even if someone is interested in your product, they are likely to leave without purchasing immediately. But with retargeted ads, marketers get the boost in traffic and leads they crave and consumers get a little reminder to take action.
How does retargeting work?
Here’s how it works. You place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).
The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance.
Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when these same visitors browse the web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.
Why is retargeting so effective?
Retargeting generates greater online sales by keeping your brand top of mind in potential buyers’ minds. This helps bring them back to your site when they are ready to buy.
It also increases brand awareness every time your customer sees your retargeting ads.
Different types of retargeting
1. Website retargeting
This involves showing ads to people who visited your site but didn’t convert.
It simply refers to the process of using data to bring your visitor back to reduce shopping cart abandonment, increase conversions and drive brand awareness.
2. Email/CRM retargeting
Email is a strong driver of sales and very popular among marketers. But there’s more to it, and that’s email retargeting.
This involves showing your ads to users or subscribers who have opened your emails.
Alternatively, you can adopt CRM retargeting. With this, you get to show ads to users based on their email address.
All you have to do is upload the email address list to your retargeting provider. They do the hard work of automatically matching the data you provide with data from other online/offline CRM to identify the user and show him/her your ads.
3. Social media retargeting
This type of retargeting involves showing your ads on social media networks like Facebook or Instagram.
With social media retargeting, you get to be specific about where you want your ads to show by choosing the placement you prefer.
4. SEO Retargeting
Very similar to site retargeting, this type has a lot to do with the search terms used to arrive on your site. Combine these details with the actions users take on your site and you have a new level of insight about their intent. This is only available on Google Ads
5. Search retargeting
This type is different from all the others. While the aforementioned types of retargeting deal with users who’ve already interacted with your website or product, search retargeting involves you reaching entirely new customers for your business.
Search retargeting allows you to show your ads to users who’ve previously searched for keywords that are related to your business, but have never visited your website.
For example, if you have an online clothes store, your ad could appear to users who have searched for “skinny jeans” or “White T-shirts”.
Search retargeting is a great way to reach users beyond their initial search. It’s also highly effective because it targets recent interest. These ads can be displayed both on Facebook and the web.
That’s it for retargeting. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.