The world of advertising has changed drastically in recent years, and one of the most important developments is retargeting.
Retargeting strategy is an online advertising technique where advertisements are shown to people based on their online behavior. This means that, increasingly, ads are following us wherever we go on the internet, no matter what device we’re using. In this blog post, we’ll take a look at why retargeting is more important than ever and what it means for businesses and consumers alike.
The Benefits of Retargeting
Retargeting is a powerful advertising tool that can have a huge impact on businesses of all sizes. Retargeting, also known as remarketing, is the process of displaying ads to people who have already visited your website. This allows you to bring back those people who may have had initial interest in your products or services, but for whatever reason, left without converting.
One of the primary benefits of retargeting is that it helps to increase conversions and sales. This is because by targeting people who already have some knowledge of your brand or product, you are more likely to persuade them to take action. Additionally, because retargeting campaigns are tailored to people who have already shown an interest in your brand, they can be more cost-effective than other forms of digital marketing.
Retargeting also helps build brand awareness and recognition. Because people who have previously interacted with your website are likely to see your ads again, they become more familiar with your brand over time. This familiarity often leads to a deeper engagement with customers, which can in turn help to build trust and loyalty.
In addition, retargeting can help you develop more customized messages that speak directly to the individual’s interests. By gathering data on customer behavior and preferences, you can create highly targeted ads that are more likely to be effective.
Overall, retargeting is an extremely valuable tool for businesses of all sizes, as it can help increase conversions, build brand recognition, and create more tailored messages that are tailored specifically to each user’s interests.
Retargeting Platforms
Retargeting tactics can be used anywhere, if the user spends time on a specific platform, you can run retargeting campaigns there. Usually, retargeting campaigns are mostly visual, for example, retargeting ads can’t be Text Google Ads, it can be only visual ads (banner, as we call it in the marketing world).
Facebook retargeting ads, for example, will look exactly like Facebook’s regular ads. The only difference will be that it will definitely be annoying when you see the same ad for a ten’s time.
Retargeting vs Remarketing
These terms can be confusing, even for marketers themselves. Sometimes I hear that digital marketers do not distinguish between two, and simply use “retargeting” for everything. And since things are super dynamic in the marketing world, no one really cares for this type of grammar error.
But if you are aiming for perfection, or at least want to understand when marketers are charging you for this service, let me explain what’s the difference between the two.
Retargeting – is a combination of “Re” + “Targeting”. When “targeting” means your audience. Retargeting means targeting your audience again, with a new ad, a new message (usually more aggressive). Simply put, to show ads to an audience that has already seen them, but didn’t convert.
Remarketing is a broader term for retargeting, it combines “Re”+”marketing”. This means that you are going to show your promo message again, but this time using a different platform. And usually when term “re” used, it still means that you are going to show your ad to the same audience that seen the first draft, but in the new convert and on the new platform.
How to Implement Retargeting
But how do you go about implementing retargeting in your marketing strategy? Here are some tips on how to get started:
1. Choose the right platforms. Depending on the industry and target audience, there are many platforms that you can use for retargeting, such as Facebook Ads, Google Ads, LinkedIn Ads, Twitter Ads, and more. Choose the platform that best suits your goals and audience.
2. Define your target audience. Once you’ve selected a platform, you’ll need to determine who your target audience is. Do some research to determine what type of content resonates with them and then create custom audiences based on this data.
3. Set up tracking and analytics. You’ll need to set up tracking so you can measure the effectiveness of your retargeting campaigns. This will allow you to see which ads are performing well and which are not, so you can adjust your campaigns accordingly.
4. Develop engaging content. Creating content that resonates with your target audience is essential for successful retargeting campaigns. Utilize visuals, videos, and engaging copy to draw in potential customers and drive them to take action.
5. Test and optimize campaigns. Testing different types of campaigns is important for optimizing your retargeting strategy. Try different ad placements, copy variations, targeting strategies, and other tactics to determine which ones work best for your business.
By following these steps, you can start implementing retargeting into your digital marketing strategy. With the right approach and creative content, you can maximize your results and get the most out of your campaigns.
Retargeting ad examples
The good thing about retargeting is that it is usually the most profitable ad type, that’s when you get great results from your campaign.
Another good thing is, that the tactic almost always stays the same.
Let me share some ad examples and ad combinations with you:
- [ Google Ads + Facebook Ads ]- it doesn’t matter which platform is your main platform for advertising in this combo, you should run a retargeting campaign on the second one. If you are running main ads on FB, then use Google Display ads for retargeting. If you are using Google Ads, then run your retargeting on Facebook.
- [Google Search + Google Display + Google Youtube ] – Google Search is the one case where you can’t run retargeting, it simply doesn’t work that way. Then use Google Display and Google YouTube to chase these unconverted potential clients of yours.
- [Facebook ads + Facebook retargeting ] – even if you are using just one platform, you still can run a retargeting campaign. Build different audience types on Facebook, from Facebook followers, ad engagement, website traffic, and so on, and use them for retargeting.
To summarise what we just learned, Retargeting is THE MUST campaign to use. You can’t start with retargeting, you need to collect some data first, but you need to run it non-stop when you have enough data.
One important tip before you’ll go to launch your first retargeting campaign, make sure you have at least 1 new ad each week so that your retargeting audience won’t hate you.
Next, Learn how to calculate your advertising budget for Facebook Ads
