Did you know that nearly 98% of people do not convert or make a purchase on their first visit to a website?
These low figures could very well be a testament to the overwhelming content clutter in our everyday digital life. But there’s a strategy that’s been proving itself as a game-changer: retargeting ads.
Retargeted ads can dramatically increase ad engagement rates.
To help you understand how to effectively retarget ads, we have written a guide that provides tips and strategies to help you master this incredibly powerful tool in digital marketing. Keep reading if you’d like to find out more.
What Is Ad Retargeting?
Ad retargeting is a smart technique in the digital advertising world that’s quickly becoming one of the top SEO trends. But what exactly does it mean? Let’s break it down.
Imagine you’re running a store. People walk in, look around, and maybe pick up a few items. They then walk out without buying anything.
You’d want to remind them of what they’re missing, right? That’s exactly what retarget ads do but in the online world.
Retarget ads are a type of online advertising that keeps your brand in front of bounced traffic. The goal of these ads is to bring those people back by reminding them of what they left behind.
They might be scrolling through their favorite news website, and there you are in the sidebar, reminding them of that great product or service they looked at on your site.
There are different types of ads that can be used in retargeting. Some are display ads, the banners you see at the top or side of a webpage.
Others might be social media ads showing up in a user’s Facebook or Instagram feed. The choice depends on where your audience spends most of their time online.
Retargeting vs Remarketing
Remarketing is slightly different than retargeting. This is because remarketing is more about re-engaging existing customers, mostly through email.
It involves collecting information and using it to ‘remarket’ your products or services. For instance, if customers abandon their shopping cart, an email reminder could nudge them to complete their purchase.
You can use remarketing to upsell or cross-sell to customers who’ve previously made a purchase.
How Ad Retargeting Works
Ad retargeting is a neat trick in the world of digital marketing. At the heart of this method is a little thing called a retargeting pixel.
A retargeting pixel is a tiny piece of code you put on your website. When people visit your site, this code places a cookie in their web browser.
Now, here’s where the magic happens. This cookie is like a tiny digital note reminding their computer that they’ve visited your website.
It allows you to track them as they journey through the internet, visiting other websites or social media platforms. With this information, you can display your ads to these past visitors
People often refer to this type of marketing as IP retargeting. To do this, you need to get a retargeting pixel code from an ad platform, like Google Ads or Facebook Ads. Then, you add this code to your website.
Once this is set up, the pixel will start collecting data about your website visitors.
The second part is all about using that data. Let’s say you’ve collected a customer list from the retargeting pixel. You can upload this list to your chosen ad platform.
The platform will match the information from your list with its users. This will allow you to target your ads specifically to these people.
The Main Types of Ad Retargeting
It is important to understand that there are several different types of ad retargeting. If you want your ad retargeting methods to be successful, it is a good idea to focus on one or two of these main types.
Here is everything that you need to know.
Website Retargeting
Website retargeting, also known as site-based retargeting, is the most common form of ad retargeting.
Here’s how it works: after one of your website visitors leaves and explores other parts of the web, a targeting cookie will allow your retargeting provider to know when to serve your ads.
This type of retargeting is powerful because it focuses on people who have already shown interest in your products or services.
It’s an effective way to strengthen brand recognition and increase the likelihood of turning a casual browser into a customer. For your business, this means higher conversion rates and better return on investment.
Social Media Retargeting
Social media retargeting works similarly to website retargeting, but instead of displaying ads on various websites, they show up in users’ social media feeds.
The most popular platforms for this type of retargeting are Facebook and Instagram, but you can also use Twitter, LinkedIn, and Pinterest.
Each platform has its own way of implementing retargeting. For example, with Facebook, you add a Facebook pixel to your website, which collects data about your visitors.
Then, when these visitors browse their Facebook feed, they will see your ads.
Mobile App Retargeting
This strategy targets users who have downloaded your app but haven’t used it in a while or those who have abandoned their cart within the app.
The process begins by integrating an SDK, or Software Development Kit, into your app. This kit collects user data and behaviors similar to how a retargeting pixel works on a website.
Based on this data, you can then display personalized ads encouraging the user to return to your app, either within the app itself or on other platforms they visit.
To get started with mobile app retargeting, you’ll need a solid understanding of your audience’s behavior within your app and a clear goal for your retargeting efforts.
Search Retargeting
Finally, let’s talk about search retargeting. Unlike the other types we’ve discussed, search retargeting targets new visitors rather than those who’ve already interacted with your brand.
It focuses on users’ search terms. If someone searches for a keyword related to your product or service, your ad may be displayed to them.
This approach can significantly expand your audience by bringing in users actively looking for products or services like yours. It’s a proactive way of reaching out to potential customers and bringing them into your sales funnel.
But search retargeting can be more challenging than other types. You need to choose the right keywords to target effectively, and competition for popular keywords can be fierce. Therefore, this method is potentially more costly.
Creating an Effective Retargeting Strategy
Creating an effective retargeting strategy might sound complicated, but it’s really all about planning, choosing the right tools, and being creative. Here’s a quick guide on how to do it.
First, create a strategy. You need to define what you want to achieve. Are you trying to get people to complete a purchase?
Or do you want them to sign up for your newsletter? Knowing your goals will help you plan the best way to reach them.
Next, you have to choose the right platforms. Think about where your customers spend most of their time online.
Are they scrolling through Facebook? Or are they more likely to be reading articles on various websites?
Once you’ve chosen your platforms, it’s time to add tracking to your website. This involves placing a pixel on your site. This is not as technical as it sounds, and most ad platforms offer easy instructions on how to do this.
Lastly, it’s time to create your ads. These should be eye-catching and relevant, reminding visitors of what they’re missing out on by not buying your product or using your service.
A good ad should also include a clear call to action – tell your visitors exactly what you want them to do, like ‘Shop Now’ or ‘Sign Up Today’.
Remember, retargeting is about reminding people who have already shown an interest in your brand.
Advice for Successfully Retargeting Ads
If you want to generate more leads for your business and improve its ROI, it is a great idea to familiarize yourself with the basics of how retargeting ads work.
One of the most important steps for setting up an effective retargeting strategy involves deciding what types of ad retargeting will be most effective for your business.
If you do not have experience with creating a retargeting strategy, it is a great idea to work with a digital marketing partner.
That’s where Trigger Digital comes in. We are experts at conversion-driven advertising. Don’t hesitate to reach out to us to get started today!
