Retargeting — what it is, how it’s used, and more
One of the most frustrating scenarios for marketers is when users browse your website but leave before converting and making a purchase. But there’s a way to maintain contact with those users and encourage them to return to your site — and potentially become a customer. That solution is retargeting. This strategy involves showing those users relevant ads designed to convert them on other sites they visit.
This post will cover retargeting in more detail. Read on to learn:
What is retargeting?
Retargeting is a form of online advertising that allows businesses to target individuals who have previously interacted with their website or content. It works by placing a tracking pixel on a website or piece of content, which then collects information of the visitors who access that content. Businesses can then use that information to create a customer audience — which they can then target with ads across different platforms like social media, search engines, display networks, and more. Another way to think of it is turning “window shoppers” who are familiar with your brand into buyers.
The goal of ad retargeting is to reengage with people who have shown some level of interest in a product or service and encourage them to take a specific action — such as making a purchase or filling out a form. For example, let’s say someone is shopping on an ecommerce site and searches for “gloves” but doesn’t buy anything. The ecommerce site can track that information and target that user with ads for gloves on Google or social media.
The business can set a time frame for retargeting this user with ads. Higher cost items or large purchases may require longer time frames since people may want to do more research before making a purchasing decision. However, with smaller purchases like a piece of clothing, you may be able to reengage and convert customers sooner.
For example, let’s say a user visits your website looking for a pair of gloves but then leaves your site without making a purchase. The next time that user searches for “gloves,” you could retarget them with display ads featuring your gloves.
Uses of retargeting
Now that you have a better understanding of retargeting, let’s take a look at a few of its uses:
- Segment customers based on traits or behaviors. Retargeting campaigns allow you to organize your customers depending on who they are or how they’ve interacted with your brand in the past.
- Keep your brand and products top of mind. Retargeting is one of the best ways to keep your brand or products on people’s minds — throughout their purchasing journey. Each time they see your ad, they’re more likely to remember your business in the future.
- Control advertising costs and improve your ROI. Retargeting is an especially effective advertising method because it focuses on people who are familiar with your brand and who are considering making a purchase.
- Personalize and tailor your ads. People will be more likely to engage with your ads if they are for valuable products or services that they’re actually interested in. This can be as specific as you want based on the pages they visited or items left in their shopping cart.
Types of retargeting
Let’s now explore a few different types of retargeting so you’ll understand how you can apply it to your business.
- List-based retargeting. This type of retargeting uses your existing customer data, like your email list, to reengage these customers. With list-based retargeting, you have more control because it’s based on information you’ve already collected — which can lead to a better conversion rate even with smaller budgets. Let’s say a user clicks a link in an email about a featured product but doesn’t make a purchase. You can then send them a personalized email related to that product that highlights a sale or a discount on that product.
Getting started with retargeting
Retargeting is a good way to follow up with customers you know are interested in your brand and convert them into buyers. When you’re ready to take the next step, get started by reviewing and segmenting your customers to identify retargeting opportunities.
Adobe Marketo Engage unifies and automates your marketing and advertising efforts — allowing you to segment your users and show them valuable customized ads.
Take a product tour to find out how Adobe Marketo Engage can help you reengage with users and convert them into customers.