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Introduction to Retargeting & Types of Retargeting

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introduction to ad retargetingSo you’ve done everything right to get people to your web page, but then what? Are they interested enough to continue to browse for more information, or even make a purchase if that’s the ultimate goal? This is where retargeting makes a valiant appearance to save the day (or at the very least, reengages your customer’s attention). Like any online marketing effort, if done correctly, retargeting can be extremely beneficial and cost effective. If not, you can annoy users, which not only wastes your budget but also damages your brand’s image.

What is Retargeting?

Retargeting aims to reconnect a site visitor with your brand, based on their recent online activity. Whether it’s activity on your actual site, or a keyword that is similar to products or services that you provide, various types of retargeting can help to usher potential customers back to your page. Many times this occurs in an automated fashion.

The goal of all types of retargeting is to keep your brand on top of mind so that site revisits and purchases will occur. (Click to tweet)

It helps businesses to advertise to people who have previously shown interest in your brand or website but have left without reaching your company’s goal for visitors. Whether this is completing a transaction to make a purchase or simply continuing to search for information, retargeting allows your brand to remain top of mind to online visitors after they’ve left your site while also saving on advertising costs and increasing ROI. Furthermore, it is an excellent way to promote a sale, cross-sell existing products and up-sell new ones.

How It Works

It happens. A customer visits your online store, searches for items and maybe even adds some to their shopping cart, but never completes the purchase. By adding a code to your website/URL, retargeting “tags” can be pinned on website visitors with a “cookie” or pixel. Then, they will be shown relevant banners, video ads, or text (which you are able to create) as they continue to browse the web. The ads will promptly remind them of your product or service and redirect them back to your page.

Types of Retargeting

Site Retargeting - This is the most popular and most common form of retargeting. As explained above, site retargeting targets a previous website viewer using cookies to display appropriate ads on other web pages in order to bring them back to your website.

Search Retargeting - This type of retargeting targets users on search engines, and combines the best aspects of both search marketing and online display. With the reach of search combined with the branding capacity of display, marketers take leverage from their existing keyword search lists and use them to target display ads to consumers who have already shown interest in their products or services. Recently sought after keywords or phrases relevant to your business may help to drive traffic to your site, however, this type of retargeting is not always the best indicator of intent to purchase. An added bonus is that this enables you to target users on websites after a search is performed.

Social Media Retargeting - Facebook Exchange, aka FBX, allows advertisers to target people who’d previously been on their websites, while on Facebook, in a very similar way to how they are able to do so in site retargeting. With ads now being placed in the News Feed, in addition to the right-hand side of the site’s layout, they are becoming more integrated into the users experience, to appear less like an advertisement and more like a topic of interest.

Email Retargeting– Last, but certainly not least, is email retargeting, frequently used as a complementary tactic to traditional email marketing. It usually uses an automated system once consumers have visited a site and left their shopping cart abandoned. This approach has the potential to target interested customers with the right incentives. These types of retargeting messages often enhance relationships between the business and customer to encourage loyalty and purchases. Unfortunately, a downside of this method is that you won’t always have the shopper’s email address to remind them of their shopping session.

Overall, no matter which type or combination of retargeting tactics you decide to utilize, it is a strategic and competitive component of every type of campaign, for advertisers across the board. Whether your company is aiming to promote brand awareness, increase sales activity, or simply reach a more populous but still targeted audience, retargeting is something to seriously consider. Stay tuned for a few other posts this month on retargeting, including best practices and how it can go wrong.

By Jill Kemenosh

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