RETARGETING GUIDE FOR BEGINNERS - ARTICLE GATE

 If someone leaves your website without buying something, you will lose money. Even if you drive traffic to your blog with free SEO traffic, you will waste time and resources trying to get that free traffic. But it doesn't have to be this way .

Because there is a way to get more ROI from each person who visits your website.

This almost magical method of achieving higher ROI is called Targeting .

What is Retargeting?

When someone visits your website and leaves without it, if you subscribe to your email list or buy anything, that person will never come back to your website.

If 1,000 users leave your website every month without taking any action, you will lose at least $1,000 if it costs $1 per visitor to acquire those visitors.

Retargeting has been around for a long time, but most businesses don't use it. It can help you double your subscriber base, make more sales and sell more products to your existing customers.

This is the best way to get the most ROI from your visitors . It allows you to get your brand in front of your prospects and customers time and time again.

From this chart, Retarger explains it best:

Although the chart only talks about converting leads into customers, you can use retargeting for many things:

• Sell ​​or cross-sell a customer.
• Convert one-time customers into repeat buyers.
• Reach customers who don't respond to emails.
• Make sure your brand stays in your customers' minds by promoting your content.
• Reach customers on other devices they have.

The purpose of your retargeting campaign may vary. You can run many different retargeting campaigns at the same time with different targets. But the main goal will always be to increase the return on investment. You'll bear with every dollar you spend to gain visitors.

Remarketing vs Remarketing?

You may have heard the term remarketing before. Difference between remarketing and retargeting ?

Both terms are often used interchangeably, but remarketing is a strategy aimed at reengaging customers through email marketing , social media, and offline activities.

Retargeting is a "tactic" of remarketing and usually focuses on paid text and display ads.

Short summary: What is the difference between Retargeting and Remarketing?
Retargeting is the act of showing ads to people who have already interacted with your brand; Remarketing involves using different marketing channels to engage potential customers who have already shown interest in your brand or products.

How Does Retargeting Work?

Retargeting campaigns are a very effective way to reach people who have visited your website and have shown interest in your brand.

Using pixel-based retargeting, you can create a custom audience of site visitors and target them with ads that are highly relevant to their interests.

This retargeting approach works by placing a pixel on your website that tracks visits to certain pages.

The pixel then triggers ads to be shown to people who visit these pages when they visit other sites in the retargeting platform's network later on.

This is a powerful way for people who have already shown an interest in the products or services you offer to keep your brand in mind.

Retargeting efforts can be organized into a retargeting list, which is an audience segmented by their behavior on your website.

Email retargeting is also an effective way to reach this audience, as you can send highly targeted emails based on the user's past behavior on your website.

Overall, a well-planned retargeting campaign using a retargeting platform can help you maximize the impact of your marketing efforts and drive conversions from your site visitors.

Retargeting can seem like a really complicated process if you're new to it. But there is nothing to worry about. It doesn't require a million dollar budget or complex software and tools. It won't take you years to learn how to use retargeting to drive more sales.

It's a simple process to show paid ads to people who have visited your website or bought something from you before .

There are two ways to retarget people:

1. Collect Data with Retargeting Pixel

Every ad platform that has the ability to retarget users offers a way to collect data using a simple technology called the retargeting pixel.

A retargeting pixel is a line or two of JavaScript code that you place on the pages of your website that helps the ad platform recognize a user. When a user is recognized by the platform, they store their information in your account's retargeting list.

Sounds confusing?

Here is an example of how Facebook Pixel works:

Put a little JavaScript code on the pages of your website. This script is loaded every time someone visits your website. This script then connects to Facebook servers. The servers try to identify the user through their IP address and Cookies.

If the visitor to your website has a Facebook account and is logged into Facebook at the time, Facebook adds that user to your retargeting list. You can then retarget this user through the Facebook advertising platform. The more people visit, the bigger your retargeting list will be.

These visitors include those who also visit your website from other Advertising Platforms. This allows you to retarget users who have seen or clicked on your ads on other ad platforms.

If you don't have a retargeting pixel installed on your website, install it right now.

2. Target Your Customers on the Platform in Your Customer List

If you already have a client list, upload a list of email addresses to Facebook . When you do this, Facebook will try to match Facebook accounts with those accounts. email addresses to find your customers on Facebook.

This is a great way to sell or cross-sell your customers. Not only that, building a retargeted list of people who have purchased from you helps you sell more products and services to the same people.

Selling more products to the same people is always as easy as finding more leads and converting them into customers.

With retargeting ads, you can promote more of your products to your existing customers.

Here is a great example of Facebook retargeting ad by client list:

The above is a retargeted ad by DigitalMarketer . They target people who attend the Traffic and Transformation Summit. Their message explicitly asks existing customers who have attended the conference in the past to rejoin the conference.

DigitalMarketer re-targets its former participants every year.

Best Retargeting Platforms

One of the best ways to take advantage of retargeting is to use custom audiences on social media platforms like Facebook.

By installing a Facebook pixel on your website, you can track visitors and create a custom audience to retarget with Facebook ads.

This allows you to create highly targeted ad campaigns that are more likely to convert. In addition to Facebook, other social media platforms, including Twitter and LinkedIn, offer similar options for retargeting.

Another effective strategy is to use banner ads. Google Display Network Google's ad network that allows you to reach potential customers through a wide variety of websites and apps that are part of it.

By combining custom audiences on social media platforms with banner ads, you can expand your reach and increase the effectiveness of your retargeting campaigns with the Google Display Network.

Here is an overview of the three most popular retargeting platforms on the market: Google AdWords, AdRoll, and Facebook.

Google AdWords Retargeting

Google delivers billions of search results pages every day. You can display your ads above these search results. But do you know that AdWords also lets you show its ads on millions of third party websites that are part of their network?

With Google AdWords , you can retarget your web visitors, prospects and existing customers. Most websites that get millions of visitors are the Google ad network. You can target people who have visited all these millions of websites.

Even if your target is the market is too hip or too old to use Facebook, you can target it on the web at websites they regularly read or visit.

Not only that, but you can retarget customers who are searching for your competitors after visiting your website. Brevo does:

The Google Ads network is reportedly capable of reaching 90% of Internet users worldwide. Almost everyone who uses the Internet.

Try the Google Ad Network if you want to be able to retarget your website visitors and customers across the web, not just on a single platform like Facebook.

AdRoll Retargeting

It allows you to better target potential customers with the use of AdRoll AI. It allows you to show the right message to the right person at the right time using Artificial Intelligence. Their AI helps optimize marketing across multiple channels, including Facebook, Instagram, Gmail and many other platforms.

If you're looking for a one-step solution to creating Ads that work without much trial and error, AdRoll is the way to go.

The graphic on this website best explains how their platform really works:

Instead of limiting you to Search or View, show your Google ads to your potential customers wherever they go online.

It allows you to target customers using both Static and Dynamic Ads . If you run an e-commerce site or sell more than a few products, you will love Dynamic Ads. They allow you to display ads related to the product that your customer has just viewed or may be interested in.

For example, if someone on your website is looking at the watches you sell, it makes sense for them to show ads promoting those watches, not shoes or jewelry. With dynamic ads, you can show the exact product your customer is interested in.

AdRoll reports that its customers earn more than $240 billion each year. They attribute their customers' results to the platform's ability to automatically optimize and tailor the ads served to what the user might be interested in based on previous behavior.

With AdRoll, you can automatically target anyone who visits your website over the Internet, with accurate messaging on any device they use, be it laptops, tablets or smartphones.

Facebook Retargeting

Facebook is the largest social media platform with users, including teenagers and 80-year-olds. If you want to retarget your customers on Facebook, you must first install Retargeting Pixels on your website. Alternatively, you can upload a list of your customers you want to target.

Facebook maps your customers' emails to their Facebook accounts. Any of your customers who own Facebook will be added to your retargeting list. Once added to your retargeting list, you're not limited to retargeting them on Facebook. You can retarget them across all websites and platforms that are part of the ad network, including Facebook, Instagram, Instant Articles, and many websites.

Facebook allows you to retarget your visitors across all its platforms. So you can first retarget a customer via Facebook news feed Ad and then display a follower Ad on their Instagram feed. Platforms available include Messenger, Instagram, and even WhatsApp.

The best part about advertising on Facebook is that you have a seemingly unlimited number of customers within your reach. Done 1.3 Billion active users , Facebook can help you reach all your customers worldwide.

Some Great Retargeting Case Studies Showing Us How To Do It Right

When it comes to retargeting campaigns, targeting the right audience is crucial, including existing customers and potential customers who have shown interest in your products or services.

Social media platforms like Facebook and Instagram have become increasingly popular for retargeting campaigns thanks to their advanced audience targeting options.

Using tools like Facebook's Audience Manager, businesses create custom audiences based on demographics, interests, behaviors and more, allowing them to serve personalized and relevant ads to their audiences.

This level of audience targeting can dramatically increase the effectiveness of retargeting efforts and help businesses reach the right people at the right time.

Remarketing campaigns are an essential part of any digital marketing strategy as they allow you to reconnect with people who have already engaged with your brand.

Using targeted ads and personalized messages, remarketing campaigns can help you re-engage with potential customers who may have left during the conversion process.

Remarketing efforts can take many forms, such as sending personalized emails to cart abandoners or retargeting to people who have visited your site and haven't made a purchase.

Remarketing campaigns are especially effective for increasing brand awareness and increasing conversions, as they allow people who have already shown interest in the products or services you offer to keep your brand in mind.

With the right remarketing strategy, you can reach your target audience effectively and turn them into loyal customers.

If you're excited about launching your first retargeting campaign, as it should be, you should get some inspiration from people who are already doing a great job at retargeting.

The following case studies will give you an idea of ​​what you can do in your industry in your particular situation.

Bebe Store Gets 98% Increase in Conversions

• Industry : Baby products
• platform : Google AdWords
• Result : 98% increase in conversion rate

98% increase in Bebe Store  Conversion rate  using an AdWords tool called Conversion Optimizer. This tool is part of the AdWords platform, which you can use for free once you start running ads.

The Bebe Store, as the name suggests, sells baby products including Strollers, Toys and of course Diapers.

They use Dynamic Retargeting to show a carousel of products their visitors may have already checked out

The Conversion Optimizer analyzes your customers' behavior and displays Ads when they're ready to buy.

American Patriot Cuts Acquisition Costs by 33%

• Industry Cabin rental
• platform : AdRoll
• Result : 33% reduction in cost per acquisition

American Patriot has reduced its costs per acquisition by 33%. Toggle between Ads for Google AdRoll .

While they were getting impressions, Google Ads were not getting any conversions as a spokesperson from American Patriot mentioned in the AdRoll case study:

“Before AdRoll, we were using Google retargeting and we definitely didn't get many conversions even though we were getting impressions.”

Switching to AdRoll reduced purchasing costs to just $10 per customer, up from $15 per customer previously. AdRoll uses AI to target and show the right message to the right customer across all their devices.

Watchfinder Increases Average Order Value 13%

• Industry : Second hand luxury watches
• platform : Google AdWords
• Result : Reduce cost per acquisition by 34%

Watchfinder was able   to reduce people's purchasing costs by as much as 20% by retargeting 1,300% ROI on ad spend and retargeting 34 different groups that exhibited “intent to buy.”

Instead of targeting everyone, Watchfinder doubled down on targeting only people who have visited their website and are interested in purchasing one of their products.

Their success has been due to the fact that it is much easier to sell to an existing customer than to someone unfamiliar with your brand.

Myfix Cycles Achieved Over 1,500% ROI on Ad Spend

• Industry : Bicycles
• platform : Facebook
• Result : 6.38% CTR and 1,500% ROAS

Myfix Cycles is a Toronto-based bicycle retailer. They used retargeted Facebook Ads to sell bikes that cost more than $300 on average. Selling an item over $100 isn't easy. The sales cycle grows and needs more interaction as the price of the product increases.

They started retargeting people who added bikes to their cart but never completed the checkout. They were able to achieve an impressive  6.38% average click-through rate  for their ads and made $15 for every dollar spent. They made $199 in sales by spending just $3,043 on Facebook Ads. This is a 1,500% Return on Advertising Spend:

This case study proves that you can benefit from retargeting even if you have a budget as small as $200.

WordStream Achieves 300% Increase in Average Visit Time

• Industry : Online marketing services
• platform : Google AdWords
• Result : Increase returning visitors by 65%

WordStream was able  to increase return visitors by 65%  ​​and the average visit time is as much as 300%.

According to the case study, WordStream was receiving thousands of visitors each month, but none of these visitors knew what they were doing or selling. Despite receiving hundreds of thousands of visitors for free , Search Engines were not getting any sales from their content.

That was until they started retargeting website visitors with Facebook ads. They targeted 3 different segments of website visitors, including people visiting their homepage, using their free tool, and reading their blog. They were able to increase their conversion rate by 51% using their retargeting Ads.

FAQ

What are retargeting ads and how do they work?

Retargeting ads are a type of online advertising that targets people who have already visited your website or shown interest in your brand. This is done through pixel-based retargeting, where a small piece of code called a pixel is placed on your website to track visitors.

When a user visits your website, they are added to the retargeting list and ads are served to them on other websites they visit. This is a highly effective way to reach people who have already shown interest in your brand and increase conversions. Retargeting campaigns can be run on a variety of platforms, including email and social media, and there are many retargeting platforms to help you manage your retargeting efforts and campaigns.

What is the difference between remarketing and retargeting?

Remarketing and retargeting are often used interchangeably, but they have slightly different meanings. Remarketing typically refers to the process of re-engaging with existing customers who have already engaged with your brand.

This may include sending follow-up emails or offering special promotions to encourage them to buy again. Retargeting, on the other hand, focuses more on targeting people who have already visited your website, using pixel-based technology to show them specific ads as they browse the web. Retargeting efforts are often carried out through retargeting campaigns that can be set up on various retargeting platforms.

What are some effective ways to use social media for retargeting campaigns?

Social media platforms like Facebook offer great opportunities for retargeting efforts. An effective way to use social media for retargeting is to install a Facebook pixel on your website. This pixel-based retargeting allows you to target people who have already visited your website with Facebook ads.

Additionally, you can create a custom audience on Facebook by uploading a retargeting list of your existing customers or email subscribers. Social media platforms like Facebook and Instagram also offer banner ads and display ads that can help you reach your target audience. Google Ads and the Google Display Network are great ad networks for retargeting campaigns.

Can I use retargeting to reach my target audience on social media platforms?

Yes, you can definitely use retargeting to reach your target audience on social media platforms. Retargeting is a great way to reach people who have already visited your website or interacted with your brand in some way.

Using the Facebook pixel or other tracking methods, you can create custom audiences of people who have already shown interest in your products or services. This allows you to create highly targeted retargeting campaigns that will be more likely to convert. You can also use audience managers on social media platforms to create custom audiences of existing customers, potential customers, or social media users that fit your audience criteria.

Summary – What is Retargeting?

If you're not retargeting your customers, you're going to lose out on the money delivery from the punch.

By retargeting people who bought something from you, you can increase the value of your customer lifecycle by selling more products to your current buyers.

You can also take advantage of retargeted people visiting your website. If someone visits your website and shows interest in a product by visiting the product page, you can retarget that person based on this behavior and show an ad for the product they are interested in.

Retargeting can help you increase your sales and earn more money from every visitor who visits your website and every person who buys from you.

If you've never tried retargeting ads before, start with Facebook Advertising . Their platform is the easiest to learn and works even with a small budget to work with.

On the other hand, if you are tired of manually targeting customers on advertising platforms, AdRoll . They Optimize and tailor your ads for you to reach your target customers with the right messaging that helps close the sale.

If you have no idea where to start, refer to the case studies above for inspiration on where to start and how to retarget people for maximum ROI.