Retargeting

Retargeting is a digital marketing strategy that allows businesses to display ads to users who have previously visited their website but did not convert. This helps your business stay top of mind by reminding potential customers of products they have viewed or actions they have taken. In turn, retargeting helps businesses improve conversions and customer retention.

Key Facts

• Increase Conversions by up to 70%: Retargeting can drastically improve your chances of converting website visitors into customers.
• Boost Ad Efficiency: Retargeted ads have a 10x higher click-through rate compared to regular display ads.
• Recover Lost Sales: Nearly 98% of visitors leave without buying—retargeting helps bring them back.

What Is Retargeting?

Retargeting, sometimes called remarketing, is a form of online advertising that targets users who have already interacted with your website. This strategy works by using browser cookies to track users after they leave your site. Then, as they browse other sites or social media, they see ads that remind them of your brand or specific products they viewed. The goal of retargeting is to bring users back to complete their purchase or take another desired action.

Why Is Retargeting Used?

Most visitors—up to 98%—leave websites without completing a purchase. Retargeting reconnects with these potential customers, serving ads that guide them back to your site to finalise the sale.

The Role of Retargeting in E-Commerce

In e-commerce, abandoned carts are a major issue. Retargeting helps recover lost sales by serving ads that remind customers about the products they left behind. It can also encourage higher-value purchases by upselling complementary products based on browsing history.

Examples of Retargeting by Industry

Retargeting is used across various e-commerce industries to recover lost sales and drive engagement:

• Fashion: Because fashion has a shorter product shelf life, retargeting ads remind shoppers of items left in their cart, promoting urgency with limited-time offers.
• Technology: E-commerce tech stores often retarget users who viewed high-ticket items with financing options or product comparisons.
• Home and Living: Furniture retailers typically retarget customers who browsed specific items with visuals of how the product looks in a home setting.
• Beauty and Cosmetics: Beauty brands frequently use retargeting to show previously viewed products and offer discounts on first-time purchases.
• Travel: Online travel agencies use retargeting to display discounted flight or hotel deals based on prior searches.

Retargeting Process

The retargeting process can be broken down into the following core steps:

1. Set Up Tracking Code: Install a pixel from Google Ads or Facebook on your website. This code allows you to track every visitor and segment them for future retargeting.
2. Segment Your Audience: Group visitors into segments based on behaviour, such as those who added items to their cart, viewed specific products, or visited your site without purchasing.
3. Create Personalised Ads: Use dynamic retargeting to show users the exact product they viewed, combined with a limited-time offer or complementary product recommendation.
4. Choose Retargeting Platforms: Decide where your ads will appear, such as Google Display Network, Facebook, or Instagram. Multiple platforms can help you reach customers across different channels.
5. Set Frequency Caps: Avoid overwhelming your audience with too many ads by setting limits on how often your ads appear to the same person.
6. Run Retargeting Campaigns: Launch your campaign and monitor its performance, adjusting the creative, budget, or targeting as needed to optimise results.
7. Measure Results: Track conversions, click-through rates, and return on ad spend (ROAS) to assess the effectiveness of your retargeting campaigns.

Frequently Asked Questions About Retargeting

1. What is the difference between retargeting and remarketing?
While the terms are often used interchangeably, retargeting usually refers to paid ads targeting previous visitors, while remarketing may focus more on re-engaging customers via email or other direct means.

2. How does retargeting increase conversion rates?
Retargeting increases conversions by reminding users of products they have shown interest in, encouraging them to return to complete their purchase.

3. What types of retargeting ads can I use?
Retargeting ads can include static banners, dynamic ads showcasing specific products, video ads, or personalised offers.

4. How long should I run retargeting ads?
The duration of retargeting ads depends on the buying cycle of your product. For quick purchases, a week may suffice, but for more expensive items, longer campaigns may be necessary.

5. Is retargeting effective for small businesses?
Yes, retargeting can be highly effective for small businesses by maximising the return on advertising spend and bringing back potential customers who have already shown interest in your products.

Ready to Boost Conversions with Retargeting?

Retargeting can turn your lost website visitors into loyal customers. Contact us today to learn how our retargeting solutions can help you recover more sales and grow your business.