Customers can easily access many different information and products/services. This makes attracting and retaining customers more difficult. One of the effective solutions to solve this problem is to use the Retargeting strategy. So what is Retargeting and how to use this strategy? Let’s find out below.
What is retargeting?
Retargeting is a form of online marketing that targets people who have previously visited your website or app. This strategy helps sellers re-reach potential customers who have abandoned their shopping journey or haven’t taken the desired action on their sales site.
For example, let’s say you visit a clothing brand’s website and see a dress. Then you leave the site without making a purchase. That brand can use Retargeting to show you ads for that dress on other websites you visit.
How does retargeting work?
Retargeting works using tracking cookies. A cookie is a small file stored on your browser when you visit a website. Tracking cookies can be used to track your behavior on websites and collect data such as your IP address, the websites you visited and the products you viewed.
When you visit a website that uses Retarget, that website places a tracking cookie on your browser. That website can then use tracking cookies to show you ads on other websites. There are two main types of Retargeting: input and output.
Input retargeting
Inbound Retargeting is the most common type of Retargeting. It targets people who have visited your site in the past, regardless of what action they took on your site.
Output retargeting
Outbound retargeting targets people who have taken a specific action on your website, such as adding a product to their cart or viewing the checkout page.
For example, if you add a dress to your cart on a clothing brand’s website but don’t complete the transaction. That brand can use Output Retargeting to show you ads for that dress on other sites you visit.
Popular forms of Retargeting
There are many different forms of Retargeting, each with its own advantages and disadvantages. Here are some popular forms of Retargeting:
Retargeting based on location
This form targets people who have recently visited your website in a specific location. For example, a retail store might use location-based retargeting to show ads to people who have been near their store in the past few days.
Retargeting based on interests
This form targets people who have shown interest in products or services similar to yours. For example, a fashion brand could use interest-based retargeting to show ads to people who have visited fashion-related websites.
Retargeting is based on behavior
This form targets people who have taken a specific action on your website, such as adding a product to their cart or viewing the checkout page. For example, an ecommerce business might use behavioral retargeting to show ads to people who added products to their cart but didn’t complete the transaction.
Retargeting based on potential customer list
This form targets people who have provided you with their contact information, such as an email address or phone number. For example, a SaaS business could use lead-based retargeting to show ads to people who downloaded their demo.
Difference between Remarketing & Retargeting
Remarketing vs Retargeting are two terms that are often confused with each other, although they have some key differences.
Remarketing is an online marketing strategy that targets customers who have interacted with your business in the past. This strategy can be used to re-reach potential customers who have abandoned their shopping journey or haven’t taken the desired action on your website.
Retargeting is a specific form of Remarketing that uses tracking cookies to target ads to people who have visited your website in the past.
The main differences between Remarketing and Retargeting are:
- Remarketing is a broader strategy that includes many different forms of remarketing, while Retargeting is a specific form of Remarketing that uses tracking cookies.
- Remarketing can be used to re-reach customers who have interacted with your business in a variety of ways, such as signing up for your newsletter, downloading documents, or using your app.
- Retargeting is often used to re-reach customers who have visited your website, but it can also be used to re-reach customers who have interacted with your business in other ways.
How to use Retargeting strategies effectively
To use an effective Retargeting strategy, you need to follow these steps:
- Determine your goals: Before starting a retargeting campaign, define your goals. What do you want to achieve with this campaign? Do you want to increase brand awareness, drive sales or retain customers?
- Identify your target audience: Who do you want to target with your retargeting campaign? You want to target people who have recently visited your website, who have shown interest in your products or services, or who have taken a specific action on your website ?
- Choose the right Retargeting platform: There are many different Retargeting platforms, so choose the one that suits your goals and target audience.
- Create Your Retargeting Ads: Your Retargeting ads should be engaging and relevant to your target audience.
- Track and optimize your campaigns: Monitor the performance of your Retargeting campaign and make necessary adjustments to improve performance.
Here are some specific tips for each Retargeting goal:
- Re-reach prospects who abandoned their shopping journey: Use strong calls to action to motivate them to complete the transaction. For example, you can use offers, discounts or vouchers.
- Increase brand awareness: Use creative and engaging ads to attract people’s attention. You can also use interest-targeted ads to reach people who may be interested in your products or services.
- Customer Retention: Use ads to remind customers about your product or service. You can also use ads to offer them special offers or discounts to encourage them to buy again.
Retargeting is a powerful marketing strategy that can help you reconnect with abandoned prospects, increase brand awareness, and retain customers. By applying the above tips, you can create effective Retargeting campaigns.