What is Retargeting
Retargeting is retargeting, i.e. retargeting visitors to a website or digital service by using simple cookies to follow the audience, which is useful for advertisers to target ads to visitors who have been interested in the advertising product. Through this retargeting the opportunity for ads to be purchased by the audience becomes greater. Because the ads are targeted specifically at people who are known to have an interest in the product. Ads that appear again are a reminder to the audience, which if it turns out that the audience needs the product, they will usually click on the ad.
The Importance of Retargeting
The following are some of the reasons for the importance of a retargeting marketing strategy, namely:
Increase brand awareness. Brand awareness is the memory of a customer or audience for a brand or product. Increased brand awareness means that the audience remembers the advertiser’s brand more after they visit a website.
Connect with customers. Audiences who previously visited a website and were interested in the advertisement of a product but have not made a purchase, when visiting another website will come back to find the same ad, which increases the chances of the ad being clicked and the audience making a purchase.
Increase sales. Audiences may be interested in an ad, but for some reason have not been able to make a purchase, with retargeting when the audience has a reason to buy a product in that category, they will buy the advertised product, because the ad follows the audience.
Example of Retargeting
The following are some examples of retargeting strategies:
A person visits an online store, is interested in a product and adds the product to his account cart. But the person has not made a purchase for some reason, for example because they do not have enough money. Through retargeting, the online store displays the product or similar products to the person when he visits the online store again.
On an online shopping platform, a person searches for a product, but does not find a product that he feels is suitable so he does not make a purchase. After logging out of the online shopping platform, the person gets a product advertisement similar to what he was looking for on the online shopping platform when he was browsing news on the internet.
Ani is interested in a dress, she has added the dress to her account basket. When he wanted to make a payment, his friend, Data took him for a walk so that the transaction he wanted to do was not executed. The next day, when Ani opened her facebook, the clothes she almost bought appeared in her facebook ad.
Retargeting via AdWords and Facebook
Adwords and Facebook are media that are often used for retargeting. The way to do this is:
Google Adword customers can do retargeting, what is needed is a google analytics account and adjustments to the tracking code installed on the website. The cookie code on this website is what tracks the audience, so that retargeting ads can follow that audience.
Facebook is the largest social media in the world so there are many databases of Facebook user profiles that can be used for customizing advertising campaigns. For now, retargeting can only be done by large companies, small companies have not been allowed to do retargeting. But in the future Facebook plans to offer this retargeting option to small enterprise advertisers.
Criticism of Retargeting
Ads from retargeting campaigns are ads that have been selected so that they can target the right target. This ability is obtained from recording the activity of the audience (people), some people do not want their data to be tracked and used for advertising. In addition, data stored by data collection companies can be leaked to other parties, either because of the actions of hackers who managed to steal the data, or because the data is sold to third parties.
Retargeting is also often uncomfortable. Because the same ad keeps appearing on the user’s computer or smartphone. This ad could be an ad that they don’t like even though they have interacted with or are interested in the product. In addition, some ad providers do not provide the option to block these ads, although on the Adwords platform from Google this is easy to do, on some other advertising platforms this is difficult.
Learn how retargeting works with examples, the types and benefits of the strategy, and how to use it to convert website visits into sales.
Retargeting is an online marketing strategy in which a company serves ads to customers on social media or other external websites related to information that customers previously viewed on the company’s own website.
The goal of most retargeting campaigns is to get candidates to take an action they didn’t take on their initial visit — known as a “call to action.”
You may have experienced retargeting in the past while browsing the web. If you visit a website and view a product or service, and then see that ads for that offer have started following you across the web on other sites, that is retargeting.
Here’s what happens behind the scenes when you see the ad:
1. A business places a snippet of tracking code known as a retargeting pixel on its website.
2. Whenever a customer visits a product or service page on a website, a pixel is downloaded that contains information about what they saw. The information becomes part of the customer’s profile which is stored by the ad network used by the business and is tracked via a cookie that is placed on the customer’s browser.
3. When the person visits another website (for example, email, social media applications, or other sites with specific ads), the cookie tells the ad network — such as Facebook Ads — that the person previously visited a company website and viewed a particular product or service. .
4. The ad network serves ads to customers that are broadly applicable to the business or reflect certain previously viewed products or services, completing a retargeting campaign.
Retargeting is a valuable online marketing strategy for several reasons:
It reminds customers of forgotten information: Whether generic or product-specific, retargeting puts your business back in front of customers, reminding them of the brand value or appeal of a particular product or service.
It increases return visits to your website: Research has shown that retargeting increases the likelihood that customers will revisit a business’s website even when the ad itself lacks more information than the customer obtained from their initial visit.
This can increase sales and revenue: Each return visit provides another opportunity to sell and generate revenue.
This can help you beat the competition: Retargeting reduces the reach of competitors’ ads by serving your company’s ads on external websites.
Retargeted strategies can be classified as follows:
– General retargeting: With this type of retargeting, customers are shown generic brand ads while browsing external websites. For example, if you run a travel agency, the ad network might serve generic ads for your brand that feature travel agency images or vacation-related imagery.
– Dynamic retargeting: Companies can also use retargeting to show product-specific ads relevant to previous products or services that customers previously browsed on the company’s website. Returning to the travel agency example, a customer might see an ad for a current discount on flights to a specific location.
The marketing campaigns you run through retargeting can be as simple or as complex as you want them to be. Depending on the desired call-to-action, the campaign may encourage visiting a specific web page, providing an email address via an opt-in form, filling out an appointment form, ordering a webinar, or making a purchase.
As you design your retargeting campaign, identify calls to action and then develop a sequence to direct prospects to your goals. You can create a sequence that is as simple as a user visits a product page and then gets an advertisement for that product, or as comprehensive as an entire sales funnel or multi-step sequence culminating in a purchase.
