Retargeting: Back to basics
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert right away.
It’s that simple a concept.
But how does it work? Ever heard of cookies on the internet?
Retargeting is a cookie-based technology. Once enabled, it follows your potential customer over the web and understands the likes and interests of the person. The user then begins to see ads on screen that are relevant to their previous choices and possible futuristic ones.
Now when it is your brand ads that catch their attention, and they crave to visit again, you are almost there. When they finally reach the point of CTA on your site, there you go.
You have achieved retargeting in its simplest forms.
Types of Retargeting methods
There are various strategies, types, techniques, and methods to achieve the same.
Website
With website retargeting, you can serve people ads based on actions they take on your website. Think about what pages they visit, the types of products they view, and whether they add items to their shopping cart.
The emails your customers open, the offers that excite them to check out, are all information that could later be elicited for retargeting.
Dynamic
This is an activity or history-based suggestion technique. Based on what was viewed or added in the cart, further options are displayed for them to consider.
Personalization of every ad impression served to your customers is what dynamic retargeting aims to deal with.
- Mobile retargeting, Search retargeting, pixel-based retargeting, social retargeting, list-based retargeting, and onsite retargeting are a few more of such methods in retargeting.
5 hacks en route to great retargeting!
1. Identify your purpose
What is your end goal, is it to bring into picture new customers or work on the existing ones? Is it to bring brand royalty? Understanding this helps to choose if “freemium” products, add-ons, upselling, adding new values are what the hour seeks.
2. Funnel segmentation
When it comes to marketing, and retargeting, ‘one size fits all’ is a myth. Distinguished approaches are necessary now that the world has come to the personalisation of content the user sees on the screen.
Funnel segmentations help you create distinct ads for a different set of customers based on the category they belong to.
Top-of-the-funnel (TOFU): People who visit pages related to general information rather than your specific product.
Middle-of-the-funnel (MOFU): People who visit pages related to your product, but only at a considerable level.
Bottom-of-the-funnel (BOFU): People who visit pages related to your product that indicate they are at the decision-making stage.
3. Channel Cross work
The experiences of users change as per platform. Cross channel retargeting helps you resonate and have the desired impact concerning specific sites. By adjusting the content for various platforms will ensure you follow an integrated approach and break the monotony in the presentation.
Even amidst this, the key is to recognize where to focus and understanding which platform converts.
4. Facebook custom audience
A Custom Audience made from a customer list is a type of audience you can create to help build your reach. It’s made of information – called “identifiers” – that you’ve collected about your customers (such as email address, phone number, and address) and provided to Facebook.
The hashed information is matched with Facebook profiles so that you can advertise to your customers on Facebook, Instagram, and Audience Network. The more information you can provide, the better the match rate, so says Facebook.
It works over mobile and web and you can export leads, MQLs, SQLs, and opportunities, then update a personalized message to guide them towards the next stage in your funnel.
5. Zero-in on the needs of your buyer persona
Buyer personas are profiles of your ideal customer. A buyer persona can help classify your ideal target market who has a similar need or interest for your product/service. They help govern the best ways to interconnect with your target market, translate visitors into leads, and leads into customers.
Buyer personas help ensure that all actions involved in obtaining and serving your customers are custom-made to the targeted buyer’s needs.
Significance of retargeting
Ever wondered why retargeting is of high importance?
Retargeting allows brands to label visitors into interests and follow them while they do other things online, giving them a chance to pull visitors back to the website that wasn’t quite to the point of conversion.
Retargeting influences web site visitors in such a profound way that they are 70% more likely to convert. Also, to note, the return on investment (ROI) or return on effort (ROE) has proven to be pretty impressive.
Bottomline
A smart move of retargeting would be to combine it with other techniques of digital marketing rather than as a stand-alone idea. Keeping up with the technology and the trends it induces, one can very well make sure to stay on top of the game.
