What is Retargeting and How it Works
Only 2% of web traffic converts on the first visit, leaving a vast 98% of potential customers untapped. How do you get back these customers that have seemingly moved on? Enter retargeting: the ultimate tool in a marketers’ arsenal to bring customers back.
Retargeting refers to campaigns that re-engage individuals who have previously interacted with your brand online, but left without converting. When a user visits your website, a small piece of code (often referred to as a pixel) is placed in their browser. This pixel allows you to 'follow' the user as they navigate the web, serving them relevant ads based on their previous interactions with your site.
Here’s a quick infographic to help you understand how this process works:
Through this strategy, retargeting bridges the gap between visits and conversions, offering a second chance to capture attention and drive conversions. Retargeting campaigns keep your brand top-of-mind and nudge prospects through tailored ads across various platforms. The results speak for themselves: retargeted ads have been shown to increase brand awareness by 1,046% and are 76% more likely to get clicks compared to regular display ads.
In this blog, we'll explain retargeting, explore its key benefits, and equip you with some advanced strategies to transform casual browsers into loyal customers.
Audience Segmentation for Retargeting Campaigns
To run a successful retargeting campaign, you need to first understand and segment your audience. By dissecting your website visitors into distinct groups, you can craft hyper-targeted messages that resonate on a personal level, dramatically increasing the likelihood of conversion.Defining your audience segments begins with analyzing user behavior on your website. Here are some examples of audience segments:
For e-commerce platforms, cart abandoners represent a prime target for retargeting, showing clear purchase intent.
For SaaS companies, past customers are golden opportunities for upselling or cross-selling.
Content-driven businesses can focus on driving clicks by re-engaging email subscribers.
Mobile app developers might target users who've downloaded the app but aren't active users.
You can also use a data-driven approach for audience segmentation. For example, you can consider the recency of user interactions when creating your lists. A 30-day window captures users with fresh interest, while 60 or 90-day lists can re-engage those who might have cooled off.
Behavior-based segmentation allows you to target users based on specific actions they've taken on your site. Map your retargeting efforts to the customer journey stage to get the maximum impact at the right time. For example, a first-time visitor might need brand awareness content, while a repeat visitor who's viewed pricing pages could be ready for a special offer.
Types of Retargeting Strategies
With a clear understanding of your audience segments, it's time to dive into the art of creating effective retargeting strategies. Here are some strategies to get you started:
Display Ad Retargeting
Standard display retargeting remains a cornerstone of many campaigns. This approach places your brand's visual ads on websites within a display network, keeping your products or services in view as users browse the web. It's particularly effective for reinforcing brand awareness.
Search Retargeting
Search retargeting targets users based on their search queries rather than website visits. This method allows you to reach potential customers who've expressed interest in similar products or services allowing you to expand your reach and capture new leads.
Social Media Retargeting
Social media retargeting uses native ads on platforms like Facebook, Instagram, and LinkedIn to re-engage your audience. With rich user data and sophisticated targeting options, social retargeting can deliver highly personalized ads that blend seamlessly into users' feeds.
Cross-Device Retargeting
By recognizing users across their smartphones, tablets, and desktops, you can deliver a cohesive message across devices. This strategy is crucial for maintaining consistency and increasing the chances of conversion, regardless of which device a user chooses for their final purchase.
Email Retargeting
Email retargeting combines the power of your email list with strategic ad placement. By syncing your email database with advertising platforms, you can serve targeted ads to subscribers who've opened your emails but haven't converted.
Consider running multiple campaign types simultaneously, testing their effectiveness, and adjusting your approach based on performance data. It’s also advantageous to adopt a multi-channel approach to your retargeting strategies, which you can learn more about here.
Advanced Retargeting Techniques
Advanced targeting techniques are great for fine-tuning your campaigns. Make use of these strategies allow for better targeting, and outcomes:
Frequency capping is an essential tool in the retargeter's arsenal. This technique limits the number of times a specific user sees your ad within a given timeframe. Start off by capping ads at 15-20 impressions per user per month.
Burn pixels, also known as conversion pixels, are snippets of code placed on post-conversion pages (like thank you pages) that show that a user has completed a desired action. This ensures that converted users are removed from your retargeting list.
Look-alike audiences represent a powerful way to expand your reach beyond your existing customer base. Platforms like Facebook and Google can identify new users with similar profiles to your best customers. This technique allows you to tap into a broader audience that's likely to be interested.
Sequential retargeting serves a series of ads in a specific order based on user interactions. This storytelling approach allows you to guide potential customers through a narrative, increasing outcomes by staying with the customer through their journey.
How to Launch a Personalized Retargeting Campaign
In retargeting, a universal approach won't suffice. That's where personalization comes into play – the key ingredient that transforms a decent campaign into an exceptional one. Custom messaging by segment is also where marketers can use AI-driven tools like Yarnit the best.
With knowledge of your customer profiles, Yarnit can help you create branded and compliant ad copy that speaks directly to the pain points of each audience segment. Our clients have found that personalized messaging increases engagement and delivers better outcomes.
Personalized campaigns also perform 3x better than non-personalized ads when bringing visitors back to websites. Let’s take a look at different ways to personalize your next retargeting campaign.
Geographic personalization adds a layer of relevance to your retargeting efforts. By tailoring your ads based on a user's location, you can offer location-specific promotions, or adjust messaging to reflect local cultural nuances to better resonate with a local audience.
Behavioral triggers take personalization to the next level by serving ads based on specific user actions. For example, a user who abandons their cart might receive an ad offering a discount on the items they left behind. This ad by Levi’s is a great example of this re-targeting method.
Source: Levi’s
By analyzing when users are most likely to engage with your ads or make purchases, you can use time-based messaging drive better outcomes. A classic example of this is running radio ads for new properties listings during peak commuting hours, or targeting weekend shoppers with special promotions.
Glossary of Key Terms in Retargeting Campaigns
The true power of retargeting lies not just in its ability to re-engage users, but in the wealth of data it provides for continuous optimization. Let's start with the key metrics you should be tracking:
Click-through rate (CTR): This tells you how compelling your ads are. A high CTR means your message is resonating.
Conversion rate: The holy grail of metrics. This tells you whether people are taking the desired action after seeing your ad.
Return on ad spend (ROAS): This metric shows you how much you’re getting back for every dollar you spend. This is the bottom line for many marketers.
View-through conversions: This metric is a stand-in for brand awareness, showing how some users might convert without clicking the ad directly.
Cost per acquisition (CPA): This helps gauge the efficiency of your campaigns by showing you how much you are spending to acquire each customer.
Lifetime value (LTV): LTV helps you look beyond the initial conversion and determine how much each customer is worth over time.
Attribution Models for Retargeting
Attribution modeling is essential for understanding the true impact of your retargeting efforts within your broader marketing ecosystem.
First-click attribution gives full credit to the first touchpoint in a customer's journey, ideal for understanding which channels are driving initial awareness.
Last-click attribution, conversely, credits the final touchpoint before conversion, useful for identifying which efforts are closing the deal.
Multi-touch attribution provides a more nuanced view, distributing credit across multiple touchpoints to reflect the complexity of modern customer journeys.
Custom attribution models allow you to weigh different touchpoints based on your unique business model and customer behavior patterns.
Launching Your Retargeting Campaign: A Step-by-Step Guide
Embarking on your retargeting journey requires careful planning and execution. This step-by-step guide will help you navigate the process, ensuring you're set up for success from day one.
Step 1: Platform Selection
Begin by choosing the retargeting platforms that best align with your goals and audience. Consider factors like your target demographic, budget, and the types of ads you want to run. Popular options include Google Ads for its vast reach, Facebook for its powerful targeting capabilities, and LinkedIn for B2B campaigns.
Step 2: Pixel Implementation
Once you've selected your platforms, the next crucial step is implementing retargeting pixels on your website. These small snippets of code are the foundation of your retargeting efforts, allowing you to track user behavior and serve relevant ads. Ensure your pixel is placed on all relevant pages, including your homepage, product pages, and checkout process.
Step 3: Audience Setup
With your pixel in place, it's time to define your audience segments. Create lists based on user behavior, such as site visitors, cart abandoners, and past customers. Remember to set appropriate timeframes for each segment and consider creating exclusion lists to refine your targeting further.
Step 4: Creative Development
Develop a range of ad creatives tailored to each audience segment. This might include product-specific ads for recent visitors, special offers for cart abandoners, and brand awareness content for broader audiences. Ensure your creatives are visually appealing, on-brand, and include clear calls-to-action.
Step 5: Campaign Launch
With your audiences defined and creatives ready, it's time to set up and launch your campaigns. Start by setting clear objectives, whether that's increasing conversions, boosting brand awareness, or driving traffic. Set your budget and bidding strategy, keeping in mind the potential value of each conversion.
Step 6: Monitoring Plan
Establish a robust monitoring plan to track your campaign's performance from day one. Set up regular check-ins to review key metrics like CTR, conversion rate, and ROAS. Be prepared to make real-time adjustments based on early performance data.
Key Takeaways for your next Retargeting Campaign
As we wrap up this ultimate guide to retargeting, let's recap the key takeaways:
Retargeting is a powerful tool for turning website visitors into conversions.
Understanding and segmenting your audience is crucial for campaign success.
A mix of strategies and advanced techniques can help you stand out in a crowded market.
Personalization takes your campaigns from good to great.
Measuring performance and choosing the right attribution model helps optimize your efforts.
Here are some additional resources to make you a retargeting whiz
Mary Meeker's Internet Trends: An annual report of digital trends shaping technology and marketing
PPC Hero: A daily blog covering advanced PPC strategies, tools, and industry news
Google Skillshop: Free Google certification platform teaching ads, analytics, and marketing
LinkedIn Learning's Remarketing Courses: Professional video courses covering retargeting fundamentals through advanced implementation
Platform Retargeting Guides:
Meta Retargeting Guide: Official step-by-step guide for implementing Meta pixel and audiences
Google Retargeting Guide: Comprehensive documentation for setting up Google Ads remarketing campaigns
LinkedIn Retargeting Guide: B2B-focused guide for professional audience retargeting on LinkedIn
Stay in the loop by checking out case studies from successful retargeting campaigns in your industry. Join online marketing communities to share experiences and learn from peers.
Begin today by reviewing your current marketing strategy and identifying areas ripe for retargeting. Armed with these insights, transform those lost visitors into loyal clients swiftly and effectively.
Comments