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September 3, 2020
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Marketing Digital
Retargeting is the act of creating paid advertising, primarily on Google Display, for users who have previously interacted with your website. The objective of these strategically segmented campaigns is to:
Move users through the conversion funnel faster.
Increase brand recognition.
Expand the chances of making a sale.
Retargeting example
Sofia goes to BiciShop, an online bicycle accessories store, to buy a helmet. She sees a model that caught her eye but doesn't buy it. Later Sofia visits another website, say, her favorite entertainment news site, and sees, within it, an ad for the helmet she liked along with other similar models.
This happens because Bicishop is running a retargeting campaign through an advertising network that works with the entertainment site that Sofia visited.
The goal of the retargeting ad is to remind Sofia about the helmet she was interested in, and perhaps, by seeing the ad, she will be convinced to click and make the purchase she didn't make previously.
how-retargeting-works
In this sense, through retargeting you can offer products that match the tastes and interests of users, as well as implement cross-selling actions, specifically, outside of email platforms.
Retargeting and remarketing: are they the same thing?
No, they are not the same thing. While the words “retargeting” and “remarketing” are often used interchangeably, they do have some differences that are important for you to know.
Retargeting involves sending advertisements to potential customers, while remarketing involves collecting user information through cookies and contact forms, and creating lists, which are then used primarily to send sales emails.
The intention of remarketing is not necessarily to generate a conversion, as is the case with retargeting. For example: remarketing actions can be implemented to position a brand, delight or recommend content; just as Netflix does with its users according to their history and preferences for movies and series.
The difference is that a retargeting campaign appears on websites through display ads: its execution is more massive, while a remarketing campaign is implemented on multiple channels, although mostly in emails; by having the person's email, the actions are more personalized.
It is worth noting that every time you accept cookies on a website, you are giving that website permission to use your data for retargeting campaigns; and every time you become a lead for a company, you are giving permission for them to use your data for email remarketing campaigns.
However, both remarketing and retargeting allow you, through different channels, to access a user who has already interacted with your brand for the second time with the purpose of reconnecting with them.
In short, retargeting is a process that is part of remarketing, as a broader strategy that involves not only creating advertising campaigns. We show you:
differences-between-retargeting-and-remarketing
How does retargeting work?
Retargeting is a process that works through a series of steps or actions . We explain:
On a website, events, codes and cookies are inserted to record actions and prospect data. For example: a Facebook Pixel . In particular, the Facebook Pixel serves to:
Know how many people visited your website from your ads.
Create new ads with custom audiences, as the Pixel code helps you recognize users.
A user visits a website, takes an action with the intent to purchase, and leaves.
Depending on the configured events, user data is automatically recorded within a customer relationship management (CRM) system or within the advertising manager of a social network.
For example, if you use a Facebook Pixel, user data will be saved in your Facebook Business Manager advertising account to be used as custom audiences in future ads, thus creating broader remarketing campaigns.
Particularly in the CRM system, segmented lists or databases are created according to the actions and characteristics of the users. For example: a list of users who visited the virtual store but did not buy or who added a product to the shopping cart in the last few days.
Based on the remarketing lists created, ads are created on Google Display. That is, users previously segmented by their actions on a website with a product or content are used as an audience or target, and related ads are sent to them through the Google Display platform.
A user sees advertisements on other websites, in the form of images and banners, containing products that interest him, and clicks on them – or not – to resume, for example, his purchasing process.
Thanks to the use of automated marketing software, a large part of the retargeting process is carried out without the intervention of humans or manual actions.
“Events” (codes that track information) that are inserted once on the website register users on their own, and ads can be created automatically with the help of these platforms.
What are the benefits of retargeting?
Using retargeting in your digital marketing strategy offers multiple advantages for your company. Among them:
Increase your conversions
On average, only 2% of your website visitors become customers. Retargeting targets the 98% who are not yet convinced but have expressed interest in your products or services.
You are more likely to convert a user who already knows you and interacts with your website into a customer than one who hasn't yet.
Retargeting therefore allows you to take advantage of the time that users interested in your brand spend on other websites, to feed their interest and move them along your conversion funnel.
Increase your ROI
ROI is a financial indicator that measures the return on your investment, in this case, on retargeting advertising campaigns.
If retargeting increases your conversions, that means it also increases your sales numbers. In other words, you can get more people to buy from you if you constantly remind them of your brand's products and/or services that they are interested in, but for some reason they did not purchase at the time.
If the profits from sales are greater than the money spent on designing and germany whatsapp number creating retargeting campaigns, the return on investment will be high. For example, if for every $1 you invested, you generated a profit of $2, your ROI would be 200%.
If you want to know how to calculate ROI,
Optimize the budget of your advertising campaigns
If you are thinking of creating an initial advertising campaign to target users who click on it and then create a more specific remarketing campaign, it is best to set a low budget at the start but with a view to adjusting it based on the results that the campaigns produce.
After having thoroughly studied consumer behavior and created a solid remarketing list, you can increase the budget of your retargeting campaign to improve the quality of your reach and generate more conversions.
It gives visibility and greater presence to your products and/or services
Thanks to retargeting, you can stay in the minds of your visitors and potential customers and gradually nurture your relationship with them, always adapting to the phase of the process they are in.
Users who have visited a website, thanks to retargeting, will have a “reminder” that those products or services that interested them at some point, are still there in case they want to buy and continue reading information related to them.
Conclusions
Retargeting is an action that serves to continue the sale of a product or service when a user does not complete their purchase process.