Businesses often lose customers to website bounce. When a visitor leaves a website without buying, it doesn't mean they'll never make a purchase. The key to making a sale for that visitor is to keep your brand fresh in their mind. Retargeting tracks visitors who have engaged with your brand and shows them ads. This increases the chances they return to you when they're ready to spend.
There are three major steps to a successful retargeting campaign. By carefully planning all three steps listed below, businesses can maximize their ad remarketing ROI.
The use of retargeting ads has exploded since Google first introduced the concept. Businesses have found that retargeting in marketing provides advantages over traditional advertising. These include:
There are several types of retargeting campaigns. This selection allows businesses to perfectly tailor their retargeting marketing to their buyer personas. When launching a retargeting campaign, it's important to retarget your visitors in the places where they are most likely to engage. A/B testing can help find the perfect type of retargeting for your audience.
This was the first type of retargeting, introduced by Google. It works by retargeting users of the search engine who have previously made a search that's relevant to your brand. For example, someone who recently searched for 'new ovens' may be shown ads by an appliance manufacturer that has launched a retargeting campaign. Like all forms of retargeting, this happens even when the user isn't searching for appliances.
This type of retargeting improves the targeting precision of search engine retargeting. Instead of retargeting people who have merely used search terms relevant to you, site retargeting specifically shows your ads to people who have visited your site. Customer segmentation is a powerful tool here to deliver precise messaging depending on where the visitor is in your sales funnel.
Social media remains an important way for brands to connect with customers. Building social media engagement is a great way to build brand awareness. That effort is increased by sending your ads to social media followers who have recently engaged with your company's social media feeds.
Many platforms now offer retargeting campaigns. Some of these are traditional digital advertisers that have added retargeting as an extra option; others have built their brands around the newer form of advertising. Most of them allow you to blend traditional digital advertising to drive traffic to your site with retargeted ads to increase conversions from that traffic.
Below is a list of some of the most popular platforms marketers use to launch their retargeting efforts.
Google Ads have been a dominant force in the digital ad space for a long time. As the first company to introduce retargeting, it's no surprise that they remain a top choice for marketers. Google offers a comprehensive set of tools for segmenting your audience based on data from a number of sources.
When the importance of a social media presence first became apparent to businesses, Facebook was the social media platform driving that change. It's still a huge platform, as the company has acquired other large sites such as Instagram, WhatsApp, and Masquerade. Owning several of the largest social media platforms allows Facebook parent company, Meta, to provide highly targeted ads for both traditional and retargeted campaigns.
Another social media site that brands rely on to reach customers is Twitter. Twitter ads allow for several types of remarketing efforts, including targeting Twitter users who have visited your site and those who have interacted with one of your tweets in some specific way.
So far, we've listed standalone platforms. Companies that want to run a campaign on multiple search engines, social media sites, and display ad networks can use tools like Adroll. The company provides marketers with a single dashboard that allows them to launch and run campaigns across a wide range of advertising platforms in one place. This convenience comes with a small monthly charge, but a limited free tier is available to test the waters.
This company originally started as purely an email list management service but has grown to offer a full range of marketing solutions for its customers. Mailchimp makes use of Google's display network to provide its remarketing services.
As the popularity of retargeting grew, some companies were formed specifically to handle that type of marketing. SharpSpring is one such company. They have partnerships with many ad networks to provide retargeting opportunities across a diverse range of platforms. The company was originally known as Perfect Audience.
The two words sound similar, and the concept is nearly the same. When it comes to retargeting vs remarketing, the primary difference is who the target audience is. Retargeting is about reaching out to people who have previously responded to a targeted ad in some way. Perhaps they've searched for keywords you're targeting, or they've clicked on a display ad and visited your site. Tracking those users and sending them more ads is retargeting them.
Remarketing focuses on reaching existing customers. For example, if a customer has purchased from you before, then you have access to both their email address and their shopping cart contents. Sending them an email when they leave items unpurchased in their cart is an example of remarketing.