The word “Retargeting” is common in many marketing cycles as it is a prevalent marketing method. However, for the sake of those who don’t know about this marketing method, how it works, and why it’s popular, it’s essential to discuss it, and that’s what this article is about.
What is retargeting?
There are numbers from surveys proving that only 4% purchase from the website of all site visitors. So, the marketers have a problem at hand, which is how to convert the other 96%. Retargeting is the answer!
Retargeting is simply the way you remind shoppers that they have an initial interest in your product and make complete their purchase. In this marketing technique, you will send an email or display an ad to users based on how they behave on your site. The point is to bring these users to something they previously show interest in and trying to make them customers.
For instance, if you have an eCommerce store and a visitor puts a product in their cart but doesn’t purchase it you can use ad retargeting to show ads or send emails to them to bring them back to your website so that they complete the purchase.
How retargeting works?
If you are doing website retargeting, you have to add small code pieces to the website pages that you’re focusing your retargeting. There will be a cookie placed in the browser of users when they visit the page, allowing you to track their online behavior.
Cookies allow you to show ad campaigns that are specifically designed for the user. They are entirely based on the user’s interest and behavior and the services or products they show interest in and are highly targeted.
This ad has a burn pixel that unchecks the user after they complete the action that you want from them after they click the ad. So, they will stop seeing the ad, which is essential, especially when they’ve purchased the products or services. They will find it annoying if they continue seeing the ad.
If you are doing email retargeting, you will also use cookie data analysis. You will use this data to create different lists depending on the items and behaviors of users. The difference is instead of them browsing through your website; they will see the ads depending on what they click on your email.
Why you need retargeting?
Marketers know that they have their work cut out to convert about 96% of the visitors on their website, so they don’t go elsewhere.
You might just keep waiting for their return hopelessly without retargeting, and you have no assurance. But with retargeting, you are sure that they can see you again, and it’s easier to reignite their interest in your product offering. There are numerous reasons you need retargeting, and according to an essay writer, here are some of them.
- More conversion
This is the most common reason. It allows you to convert more of your website visitors as you’re able to increase your figure drastically. You can increase your conversions in multiple folds.
If you consider that they are already familiar with your product and brand, you’ll see how effective it can be. They are likely to follow your ad, and you will get good results from it. You will get massive ROI, and this is vital for your ad campaign.
- Omnichannel solution
Online shoppers move with ease across screens, so marketers should try to do this if they want to meet them. Retargeters can match one shopper across apps, mobile, and desktops, allowing you to reach the users more with experience and consistent messages anywhere they are. You can also use offline data for your retargeting program, such as stopping ads, as the shoppers already got the product from a physical store.
- Increase brand awareness
One of the best ways to boost your brand awareness is by making sure that you’re consistently at the face of your audience. This is what retargeting does for you. Instead of you spreading out your ads over different inventory slots, you’ll be showing the banners to a particular audience based on their behaviors on your website.
While it will show across different places, you can be sure that it’s only those people that recognize your product/service and brand that will see it. This makes it effective and ensures that you’ll be in their minds while they browse. This will likely increase your company profile. The more they get to see your company and more of you, the less they see your competitors.
- Upselling opportunities
You can use retargeting for more than just bringing people back to your website to complete purchases. You can also use it to implement your campaigns in which you target those that have already bought your product to suggest other products to them that complement their previous purchase.
This works mainly for e-commerce companies and will help to boost their conversion. It can also mean that you care about your customers. You’ll be suggesting things to them that they could want or need, and this offers you an advantage to make more sales compared to the normal campaigns that are mostly based on market trends and not individual taste.
Retargeting is a very effective marketing method that helps to improve your sales by making sure that users complete their purchase or through upselling. More than many other marketing methods, it is likely to increase your purchase.