What Exactly is Retargeting?
Have you ever visited a website and then went to Facebook, YouTube, or another website and saw an ad for the website or product you were viewing earlier?
I bet you have if you spend any amount of time online.
Google likes to call it remarketing and Facebook calls it retargeting but with the popularity of Facebook ads I think that retargeting is the most popular wording used now.
In the most simple of explanations retargeting works by installing a few lines of code on your website that “cookies” your visitors when they land on a page on your website. After the visitor is cookied they are added to an audience in your ad platform.
Almost all major ad networks provide some type of way to retarget visitors. They provide the code and you or your website developer inserts the code in the proper place on your website. Usually in the Heading tag.
Some consumers may not like the idea of having code installed on their browser that monitors their online behavior and serves up ads to products and services that they might have shown interest in before. Others may actually find it convenient.
One thing is for sure though, if you are marketing online, you should take advantage of retargeting to sell more. Retargeting consistently produces some of the highest ROI of any marketing strategy that we use for clients.
The reason why is because it’s relevant to what the visitor has already shown an interest in. They came to your website, landed on a page that had something that they thought was valuable and then later they see an ad that brings them back to where they were and can hopefully make a purchase decision.
The 2 main goals of retargeting ads are to drive awareness and drive conversions. Retargeting ads can be used to send people who have visited content on your site to send them back to complete a purchase for e-commerce or drive prospects back to a lead gen offer
Some Interesting Statistics on Retargeting
According to this article on CMO.com, retargeting ads are influencing consumer behavior online more than ever before.
- Retargeting can boost ad response by up to 400%
- The average CTR (click through rate) of a retargeting ad is 10x that of a normal display ad
- 30% of consumers have a “positive” or “very positive” reaction to retargeted ads
- While 72% of customers abandon carts, only 8% of customers who are not retargeted come back to convert
The numbers don’t lie. And this is for sure, you need to add retargeting to your marketing toolbox if you haven’t already.
The 2 Different Types of Retargeting and How they Work
This is when a website places a small piece of code known as a pixel on the visitor’s browser. That pixel then ads that visitor to a list on the advertising platform that provided the pixel. The advertiser can then target people that are in that “list” list with ads.
When I say “list” I don’t mean that the advertising platform makes the visitor’s personal information available to the advertiser. The list is populated with anonymous data.
This is when an advertiser can upload a list of emails to the advertising platform and the platform connects those emails and other personal info like first name, last name, phone number, etc., with what they already have in their database.
An example would be if you had a list of everyone who has purchased your product before and you uploaded this list to Facebook. Facebook usually matches around 50-70% of those emails with existing Facebook profiles.
You could then market more products to those buyers with ads or create Look-a-Like audiences of them. Look-a-Like audiences would be when Facebook analyzes the Facebook profiles of everyone on that list and creates a list that is very similar to that audience.
Why Retargeting is Essential to Your Digital Marketing Strategy
Imagine if you owned a store and someone walked in off the street and browsed around looking at everything. They seemed very interested but were pushed for time and walked out without buying anything.
Now imagine if that person walked down the street and saw signs and billboards with the products that they were just looking at with an offer to come back and buy. Maybe those messages even including an offer for a 20% off special. That person wouldn’t forget about your store and the chances of them coming back and purchasing something would greatly increase.
That’s the same thing that happens online. People visit your website, landing page, or video, and become interested in something but then life happens and they get distracted. If you have a solid retargeting strategy in place you can “follow” this person all over the internet enticing them to come back and complete an action that you wanted them to take.
Some Clever Ways You Can Use Retargeting in Your Marketing Funnel
There are a lot of ways that retargeting can produce a solid ROI for your online marketing. It’s definitely one of the best strategies we deploy to deliver a positive return on our client’s campaigns.
Here are some of the most effective strategies that you can use right now
The Cart Abandoner Bringer Backer
Ok, I made that name up but it sounded cool.
If you have an e-commerce website and you’re selling products or services where someone has to end up on a checkout page and enter their credit card number, then you NEED this one.
You are probably familiar with cart abandoners anyway since most people with e-commerce sites watch their numbers like crazy (you should). If you do then you know that not everyone who makes it to the check out page follows through.
A cart abandon retargeting campaign can bring those people back and remind them to complete their purchase.
Here is how:
- Create an audience in your advertising platform of everyone who makes it to the checkout page.
- Create an audience of everyone who makes it to your “thank you” page (the page they land on after the purchase is complete).
- Run ads for 30 days to people who land on the checkout page and EXCLUDE people who land on the Thank you page.
- Ninja Hack: you can use Facebook chatbots to engage people who didn’t check out and use Facebook messenger to deliver a special coupon or voucher that entices them to buy.
A cart abandon retargeting campaign is a no-brainer if you are selling products online. Don’t go another day without this setup.
People Who Have Consumed Your Content But They Are Not Yet a Lead
A great way to introduce people to your company or your brand is by sharing useful content that helps them in some way. This can be in the form of a blog post, a video, audio content, whatever your preference.
The idea is to use paid ads or organic content that you share on social media or they find through search and build a retargeting audience of everyone who consumes that content. You can then retarget people who viewed a specific piece of content with a call to action for them to do the next thing in your marketing funnel.
Here is an example:
You are a health coach that works with online entrepreneurs by helping them get back into shape after spending too much time on the computer and not focusing on their health.
You write a killer blog post called “7 Exercises Work From Home CEOs Can Use to Stay Healthy at Home”.
You also have a content upgrade on that page that offers a more in-depth guide for work from home entrepreneurs that want to get healthier that they can enter their name and email in and receive a free PDF guide with a video walkthrough for free.
Here is how to set up a retargeting campaign for this:
- Create audiences in Facebook and Google Ads of everyone who visits that blog post. You can do this by specifying the exact URL of that blog post.
- Then create an audience of everyone who landed on the “Thank you” page after they opt-in for the free guide.
- Share the blog post across all your social media channels and email list. Then run a small budget on Facebook to get some initial traffic to the page.
- Once you have about a hundred people in the “visited the specific blog post page” audience run an ad for the lead magnet to the people in that audience and EXCLUDE anyone on the “Thank you” page audience.
- Ninja Hack: Use Google Tag manager to only drop the Facebook pixel on those that stay on the blog post for 30 seconds or more. That way you are only retargeting people who read more of the post and are a better-qualified lead.
Retarget Existing Customers
Yes, retarget people who have already bought from you before.
You may be thinking “why would I want to spend money on retargeting customers?”.
Well, there is a very good reason.
These people are your BEST retargeting audience of any audience that you have. Especially if you have multiple products or services that would also be interesting to a previous buyer.
These people are already familiar with your brand and your product. They have spent money with you in the past and the likelihood of them spending with you again is extremely high. Assuming your products are excellent and your customer service was amazing.
One problem that a lot of online business have with email marketing is that their email list becomes less responsive over time and getting past customers to open promotional emails can be a challenge.
Retargeting can reach these past customers and keep you top of mind with them when it comes time to purchase again.
As an example, I’m already a customer of Digital Marketer but they still show me ads with upsells to other products because I might not see their emails.
If you have traffic going to your website landing pages or videos, then you SHOULD be building retargeting lists of everyone who comes in contact with your content or products.
Start doing this earlier rather than later so that you have a warm audience that you can advertise to that can bring in much-needed sales in slow times.
Don’t worry about your ads being “stalkery” or potential customers being turned off by seeing your ads pop up all over the internet. With retargeting you are going after a warm audience, one that’s already interested in what you are selling.
They came to you with a problem and now it’s up to your retargeting to help them solve that problem!