The Power of Retargeting: Boost Conversions and Reconnect with Interested Customers
Research shows that 96% of visitors leave without converting to a sale! But don’t panic: retargeting allows you to showcase your brand to prospects who leave your website, persuading them to reconsider.
Retargeting ads encourage website visitors to revisit your products and services, allowing you to bring back lost visitors. Moreover, it builds brand visibility and recognition, thus expanding your reach and fostering meaningful connections.
Below we’ll dive into retargeting, its basics, and how it works. Further in the article, we’ll jump into the benefits and goals of a retargeting campaign:
What is Retargeting?
Retargeting is an effective marketing strategy that allows you to target visitors with tailored ads to convert for your products or services. These campaigns work because they focus on prospects interested in your offer.
Besides this, retargeting allows you to meet your target audience where they are, such as LinkedIn, Facebook, or Google.
How Does Retargeting Work?
Retargeting relies on “cookies,” which store small data and remind the browser who visited your website. So, with cookie data, marketing teams can serve relevant ads to the users who check out your products and services.
But there’s more! You can collect data on your prospects using the following two methods:
By Using a Pixel
Pixel-based retargeting involves a JavaScript code that you place on your website page or ad. Therefore, once a visitor arrives on your landing page, the pixel creates a browser cookie in their browser.
Next, the pixel alerts your provider, such as Google, LinkedIn, or Facebook, to place your ads in front of the user who left your website. As a result, pixels guarantee that lost visitors will see your ad and boost their likelihood of returning.
By Using a List
As the name suggests, list-based retargeting utilizes an existing list of lost visitors who provide their email addresses. Therefore, you can align your email marketing efforts, sending tailored ads to potential buyers.
Another benefit of using lists is that it’s easy to use! You only need to upload the email list on your retargeting platform, and visitors who show interest will start seeing your ads.
Why Should You Use Retargeting?
Let’s explore why it’s essential to serve tailored ads to interested customers:
Enhance Brand Recognition
Retargeting is a fantastic strategy for displaying your ads in front of your target audience, ensuring your brand remains at the forefront. That way, prospects will remember your brand when they seek related products.
Moreover, fostering brand awareness and recognition can contribute to brand growth and increased ROI!
Learn More about Your Audience
Another excellent benefit of running ads on a platform is that you can assess your campaign’s performance. With this data, you can identify which ads convert the most audience.
Furthermore, you can determine the number of interactions on LinkedIn and Facebook Ads, including clicks, saves, likes, and comments.
Grow Your Reach
Retargeting allows you to re-engage inactive customers and reach interested visitors, thus expanding your reach. In addition, it saves you the trouble of mass sending emails and ads without purpose or goals.
Besides, retargeting exposes you to prospects who resemble your existing customer base but have never heard of or used your website.
Retain Your Customers
Here’s the truth: people who buy from you once are not loyal customers. The fact is fostering brand loyalty requires more than selling a high-quality product.
So, to create a loyal customer base, you’ll want to keep in touch, whether by sending relevant emails or seasonal discount codes.
Retargeting Goals
Now that we’ve covered the basics and benefits of retargeting let’s explore its primary goals:
Behavior
Your visitors will showcase one of two behaviors: not interested, where they leave within seconds, and interested, where they browse your website content and click on multiple pages.
Since the “Not Interested” category showcases a low buying intent, serving them with ads can cause time and financial losses. On the contrary, the “Interested” segment indicates a significant intent, showcasing a better likelihood of customers returning and purchasing.
So, you can customize your original ads to align with the visitor’s behavior and encourage them to revisit your website. Besides this, you can soft-sell to visitors who visit your blogs and hard-sell to those who check your pricing or product pages.
Time
Retargeting visitors by time entails defining the duration between the user’s visit and the first ad, the frequency of the tailored ad, and the period between the first and last time they view the ad. Most retargeting platforms show your ad for 30 days.
But if you plan to serve ads based on time, ensure you don’t overdo and turn off the visitor. Moreover, creating various ads is best instead of displaying the same one.
Existing Users
Contrary to popular belief, retargeting display ads are not limited to lost visitors. You can utilize them to promote a new feature or pricing plan update to existing customers.
As a result, you can convince inactive users to be more active and boost your reach!
Key Takeaways: Retargeting in Digital Marketing
Here’s a quick overview of what we learned:
- Retargeting is an effective and efficient way of re-engaging lost visitors through tailored ads.
- Customized ads increase brand visibility and recognition, allowing you to boost your reach.
- This strategy relies on cookies that store essential data and allow websites to display relevant ads.
- Through retargeting, businesses can cultivate meaningful relationships, foster customer loyalty, and retain lost buyers.
- Marketers can set retargeting goals based on the customer’s behavior, timing, and existing user lists.
The Bottom Line
Retargeting allows marketers to target engaged prospects and interact with people interested in your company’s offering. You can gain brand recognition, boost your reach, and retain inactive customers with the appropriate strategies.
Plus, serving targeted ads to interested visitors offers investment flexibility, making it ideal for small and medium-sized businesses. So, if you’re ready to create a killer strategy, start using the discussed tips and goals.
Sources
https://connectio.io/retargeting-benefits/
https://mailchimp.com/resources/what-is-retargeting/
https://blog.hubspot.com/marketing/retargeting-campaigns-beginner-guide
https://www.searchenginejournal.com/retargeting-2016-customer-focused-experience/170108/
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