Retargeting Marketing Basics: How to Utilize Retargeting Ads
Fortunately, there's a way that you can bring back the visitors that have clicked off of your website without purchasing anything. With the right understanding of retargeting marketing basics , you can bring back customers that were interested in your products.
Your marketing funnel is one of the most important assets that the marketing part of your company has. However, if you want to make sure that you're taking your marketing to the next level , you need to include customer retargeting in your marketing plan.
What exactly is retargeting marketing and how can your business benefit from it? Keep reading to learn more!
What Is Retargeting?
Retargeting allows businesses the ability to keep their products in front of potential customers after they've left your website. With the use of retargeting ads, you're able to persuade your customers to reconsider your products when they're in the need of your services.
By using retargeting campaigns, your company has the ability to target people that were potential customers with customized ads. Plus, retargeting campaigns can help to show your existing customers any new offers that your business is providing.
Never used retargeting ads before? Don't worry! We're going to go through all of the basics of exactly how retargeting marketing works, as well as how you can use this form of marketing to support large goals that you have.
Why Should You Use Retargeting?
Retargeting campaigns benefit both businesses and customers. From the perspective of a business, retargeting can help to produce higher click-through rates.
Did you know that retargeted ads that are on Facebook are 76% more likely to get a click than regular display ads? Leveraging the right retargeting ads with creative, personalized, and direct ads can help to exponentially grow your sales.
If you've been using a one-size-fits-all message on your ads to attract customers, chances are your click-through-rate isn't that high. Think of it this way; if a customer lands on your page where you're selling salon services, they're going to be added to your company's salon services retargeting list.
Once they're on your retargeting list, they'll start seeing ads for your services and receiving beauty-related emails in their inbox. Seeing your services advertised on another website will have customers returning back to your website, creating a sales funnel!
Marketing Basics: Collecting Data for Retargeting
Retargeting advertisements aren't based on the searches that a visitor makes to ensure that the ideal audience views your ads. You can start developing your retargeting ads with the following tips:
What Are the Different Types of Retargeting?
There are two types of retargeting campaigns: list-based and pixel-based. The way that these two retargeting campaigns work are different, but each has its own unique set of advantages it can offer your business based on your advertisement goals.
Pixel
Pixel-based retargeting ads are a way that you can show your products to a visitor who's visited your website anonymously. Out of the two, pixel is the most common type of retargeting marketing.
Whenever someone visits your website, JavaScript (which is often referred to as pixel) pops up on the visitor's website. As an end result, the browser the visitor is using is 'cookied'.
This means that when the visitor visits your website, clicks off, and goes to search along the Internet, the cookie lets retargeting platforms what specific ads to serve the visitors. These ads are chosen based upon the pages that they viewed while they were on your website!
What's the advantage of using pixel-based targeting?
Using pixel-based targeting is that the targeted ads can be shown to the visitor immediately after they finish browsing your website. Plus, the ads are also chosen based on the behaviors the visitor displayed while visiting your site.
The downfall of pixel retargeting is that there aren't as many people using the campaign at one time, since this type of retargeting is all about how often people are visiting your website, how long they're looking at specific pages, and leaving.
List-based
List-based retargeting works after you have access to a customer's information, once it's in your database.
If you have a list of e-mails that your customers use, you can use this list to a retargeting campaign on Facebook. Facebook will then show you all of the accounts that are on their platform, eventually allowing you to serve your advertisements to only those accounts.
List-based retargeting allows you to create highly customizable ads based on the behaviors of your customers. The biggest downfall to list-based ads is that if the e-mail address that they provided you with doesn't match up with the one that they're using for Facebook, they won't see your ads.
Campaign Goals
There are two types of basic goals that you can create when you develop your remarketing campaigns. These goals are:
Conversion
Campaigns based around conversions are for website visitors that are familiar with your brand and the products (or services) that your brand has to offer. However, these visitors may not have committed to purchasing something from your site.
The ultimate goal is to make these visitors commit to an offer on your website, which would cause them to click on the ad, direct them to the page you've linked to, and convert the click to a sale.
The best thing about using a conversion campaign is that you can use it for several different funnels. You can use it for pixel-based advertisements to encourage visitors to visit specific landing pages. As an end result, your customers will give you their information, such as their email address.
You can also use conversion campaigns for list-based ads to encourage potential leads to turn into customers. As an example, you can use a targeted ad to send list-based leads to download an eBook that'll also provide customers with a free trial of your service or a discount to a product.
Awareness
Campaigns surrounding brand awareness are used to let people know about the different products that your website offers. This type of campaign is more generalized, as it's mainly targeted at people who haven't interacted very much with your company.
However, you can use awareness campaigns to bring new customers to your site, who you can eventually use a conversion campaign with!
No matter what the goal of your campaign is, making sure that you're creating a successful campaign is all about audience segmentation. You can segment your audience by:
- Time
- Behavior
- Existing customers
Behavioral Retargeting
There are two different types of behaviors that a customer will display while they're visiting your website. These behaviors include:
- Interested
- Not interested
When a customer is interested, they'll browse through the content on your website, click through a couple of pages, or may even visit your contact us or about us page. A customer who isn't interested will only spend a few seconds on your website, won't take the time to visit any other pages, and will immediately click off.
Not interested customers don't have high intent, so creating ads that include customers that aren't interested will only add to your overall marketing fees. Plus, serving to not interested customers won't improve your ROI.
However, making sure that you're targeting your ads words interested customers that have a high intent means that your chances of higher profitability will be returned to your company.
You can customize your retargeting by customizing your ads based on the behaviors that people displayed while visiting your website.
Time Retargeting
You can set up ads based on a time frame too! A successful time retargeting campaign is based on three things:
- How often a viewer sees a specific ad
- The time between when a customer visits your website and when they see the first ad that you've created
- The duration that's between when your customers visit your website for the first time and the time they see your last ad
When creating retargeting ads on Facebook , there's a time duration thats selected by default that's selected when a new customer gets added to your retargeting list. This default selection is 30 days. Keep in mind that this cycle will be reset if a visitor ends up visiting your website again with the time duration that you've selected.
Depending upon the campaign that you have set, you can increase the number of days for the cycle. Just keep in the back of your mind that you should be careful not to show your ads too often. This can deter customers from shopping on your website, as it can create a negative perception surrounding your brand.
Showing your ads too frequently to your not-interested customers could completely turn off the possibility of them ever shopping with your website, especially if they've only spent a couple of seconds on your website.
Existing Customers
When's the best time to retarget your existing customers?
Whenever you've updated your pricing, are running a sale, or released a new product! Retargeting existing customers with these types of updates will help encourage customers who aren't very active on your platform to become more active.
No matter what your goals for your ads are, it's important to make sure that you're aligning the creative, positioning, and the next steps of the conversion process.
Optimizing Your Ads
There are several important parts that go into creating a successful display ad. It's effective to have a mix of rich media, videos, and images to keep your audience engaged with your ads.
To make sure that you're developing effective retargeting ads, it's important to make sure that the copy and the image are relevant to whatever product you're trying to grab your website visitors' attention with.
Here are a few tips to make sure that your retargeting ads are properly optimized:
- Create an engaging headline. Make sure that the headline is going to an accurate description of what your visitors are going to experience on your website. Find a way to grab the attention of your viewers.
- Use the right type of media. Find an appealing statistic, a unique video, or a fun animation to put on your advertisement. Just make sure that the media you're showcasing is relevant to the ad that you're displaying.
- Include a CTA that encourages your viewers to click. Make sure that you've designed the CTA to have a personalized, yet actionable phrase.
Successful Retargeting Ads
As with all other forms of marketing, remarketing is something you need to commit to. You may have to keep tweaking your ads to make them the perfect fit for your customers.
Your ultimate goal with retargeting ads is to market to the people who have already shown interest in your products. The better you get to know your audience through marketing basics, the better you can direct them through the marketing funnel for your company.
Posting and running an ad is easy, but the true value that an ad has to hold can be found in your ability to segment and target it. While a generalized ad to reach a bunch of people in your target audience may work, it won't work nearly as well as structured remarketing ads.
Are you looking for other ways to increase the leads your business is generating? Click here to learn more!
Siren Digital Marketing Blog
