Retargeting, also known as remarketing, is a marketing strategy that involves showing ads to people who have previously interacted with your brand in some way. This can include visiting your website, adding items to their cart, or even watching a video on your social media page. By retargeting these individuals, you can increase the chances of converting them into customers.
Types of Retargeting
There are several different types of retargeting, including:
#1 Site
This type of retargeting involves showing ads to people who have visited your website but didn't convert. By tracking their behavior on your site, you can show them targeted ads that encourage them to come back and complete their purchase.
#2 Search
With search retargeting, you can show ads to people who have searched for keywords related to your business. For example, if you sell running shoes, you can show ads to people who have searched for "best running shoes" or "running shoe reviews."
#3 Social Media
This type of retargeting involves showing ads to people who have interacted with your brand on social media. This can include people who have liked or commented on your posts, as well as people who have watched your videos.
#4 Email
With email retargeting, you can show ads to people who have interacted with your emails. For example, if someone opened an email from you but didn't click through to your website, you can show them targeted ads that encourage them to come back and learn more about your products or services.
Getting started with Retargeting - Top Tips
To get started with retargeting, you'll need to:
Tip #1 Set up a retargeting campaign
This can involve creating ads that are designed to target people who have interacted with your brand in some way, as well as setting up the parameters for your retargeting campaign (e.g. how long people should be tracked after visiting your site, which pages on your site should trigger retargeting ads, etc.).
Tip #2 Choose your retargeting platform
There are several different retargeting platforms available, including Google Ads, Facebook Ads, and AdRoll. Each platform has its own strengths and weaknesses, so it's important to choose one that fits your business goals and budget.
Tip #3 Create targeted ads
Your retargeting ads should be tailored to the people you're targeting. This can include using language and imagery that resonates with them, as well as highlighting specific products or services that they've shown an interest in.
Tip #4 Monitor your results
As with any marketing strategy, it's important to track your results and make adjustments as needed. This can involve monitoring your click-through rates, conversion rates, and overall ROI.
Conclusion
Retargeting can be a powerful marketing strategy for small businesses looking to increase conversions and drive more sales. By showing targeted ads to people who have already shown an interest in your brand, you can increase the chances of converting them into loyal customers.
For more advanced Digital Advertising strategies and best practice please visit our dedicated Display & Video strategy section.
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