The Art of Retargeting

Retargeting in the sphere of marketing, is paid strategy where ads are placed in front of your website visitors even after they've left your website and carried on browsing elsewhere.

So what actually is it?

Retargeting uses coding in your website’s HTML (known as a Pixel) where you can advertise to website visitors. Through this clever bit of coding, your ads become visible for consumers when they visit other websites, in their emails, and even in apps!

The beauty of retargeting is proven, as most users react well to retargeting ads. This paid strategy is key for converting potential customers who didn’t convert on your site on their first visit – proving to serve as a helpful remind to buy from your brand! You can target your past visitors on many different platforms, through search ads, banner ads etc. Remember this as your retargeted ads nudge visitors back onto your website!


Where can consumers see your retargeted ads?

To set up your retargeting strategy, you need a Google AdWords account, add the pixel to your own website and from this you can create your remarketing list; finally choosing if you wish your campaigns to be shown in searches or through Google’s display network.

Facebook: We’ll start off this list with the most popular social media platform that internet users could see your ad on! See, instead of just boosting posts to increase reach, try something a retargeting strategy as something different to reach users who have visited your website before. Once you have this setup, visitors to your website can be tracked. This allows your ad campaign to use a custom audience of visitors. Before you know it, they’ll swear they’ve seen the same ad on their Facebook for several days now and are back onto your website! Remember, you'd rather your message be seen by the right people and not just anybody that'll ignore it at first glance!


Banner Ads: When retargeting past website visitors using Google’s display network, there is a massive scope to reach a gigantic audience. Display network ads reach 90% of internet users, with countless websites displaying banner ads. These ads allow you to reach out in a different manner as they don’t have to correspond or have any similarities with the website the user is currently browsing! And the fact that it's, y'know, a massive banner across the top of the webpage (or on the side) means it'd be quite hard to ignore.


Emails: Emailing is a popular method to retarget site visitors who ditch their online shopping carts. Targeted emails remind them of promotions and the fact that they’ve still got stuff left in their cart. You’d be surprised how many people simply forget to complete the purchase, or intend to leave the cart and return the day after (but forget for weeks or longer!). Email retargeting is a proven approach to recovering conversions.


Search Ads: These ads allow you to really target people who have both visited your site as well as searching for specific or related keywords. For consumers who can sometimes be forgetful when trying to make buying decisions, this is great when they re-search these items. And if the site is running a search ad retargeting campaign, the ad would be visible through search results.


All in all, YES, you should use a retargeting strategy! You obviously want a higher rate of conversions. Retargeting ad impressions increase this, hence more visitors will convert with more ad views. There are plenty of statistics out there that have already shown retargeting strategies can be successful. But when you’re told that retargeting can increase reach, branded search, conversions, site lift, sales and general brand awareness – then you’ll realise first-hand the potential benefits this has for your brand.


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