What is retargeting?
Retargeting is the process of reaching out to the 98% of people who landed on your website but didn’t complete your call to action (like purchasing a product, downloading an ebook, or completing a registration form).
Your website might be attracting lots of traffic, but the fact is, the average conversion rate for first-time visitors is just 2%. What does this mean? Although you’re getting the traffic, you’re not getting the sales.
How retargeting works
Retargeting is the process of following or tracking your website visitors online after they have left your site. This is where ‘cookies’ come into the picture.
When a person visits your website, the browser drops a cookie. (FYI: A cookie is a piece of data that embeds itself in the browser of the user, enabling tracking of the websites they visit.) The cookie then implements the retargeting strategy by placing your ads on other sites that the user is visiting, enticing them to click through and return to your site.
These ads are only targeted at users who have previously visited your site (i.e. shown interest in your website), but haven’t yet completed a call to action or made a purchase. This is why it is called ‘retargeting’ – you are targeting prior visitors again.
Here’s a quick overview of retargeting in action:
1) A user visits your website.
2) They leave the site without completing any call to action.
3) They browse other sites.
4) Your ad appears on another web page that the user is visiting (thanks to ‘cookies’).
5) The user, having previously been interested in your website, clicks on the ad and returns to your site, where they complete the call to action (for example, they purchase your product).
What’s the difference between retargeting and remarketing?
While the words ‘retargeting’ and ‘remarketing’ are sometimes used interchangeably, they have some important differences.
When it comes to retargeting vs. remarketing, the main difference is in the strategy. Retargeting is mostly about serving ads to potential customers based on cookies while remarketing is usually based on email. Remarketing works by collecting the information of users and creating lists, which are used later to send sales emails.
Retargeting and remarketing are both effective methods in their own right, yet a combination of both may be the best strategy to boost your digital marketing activity and improve your bottom line.
Does retargeting work?
Every website has had visitors, who didn’t complete any call to action or make any purchase. Retargeting is a very effective way of recalling those visitors to your website with the intent to buy. Check out these statistics, which show the true power of retargeting:
- After retargeting with an ad, website visitors are 70% more likely to convert.
- According to retargeter.com “Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.”
- According to Jeff Jarret, VP of Digital Marketing at Kimberly-Clark, the conversion rate for customers who have been retargeted is 50 to 60% higher than those who haven’t.
Retargeting tools & resources you can use
Retargeting is a great way to reach out to customers who have visited your website but not yet made a purchase. However, good regatreting is always a result of a good strategy.
Successful retargeting needs a solid ad campaign, high-quality content marketing, and other strategies that can help drive traffic to your site (after all, they have to visit your website first in order to be retargeted.) Retargeting is one part of a complete digital marketing strategy – it doesn’t happen in a vacuum.
One way to approach retargeting is using a professional retargeting service, such as Retargeter, Perfect Audience or Google Remarketing. Services such as these can assist with creating effective ads, manage your tracking, and provide customized data to help optimize your retargeting campaigns.
For those with sufficient performance marketing experience, you might want to manage your own retargeting campaigns. Check out these advanced retargeting tips to help maximize your success.
Who is retargeting good for?
Retargeting is an effective and helpful digital marketing strategy for every type of business, selling any kind of product or service, Small to medium businesses, and large corporations alike can benefit from retargeting, which is all about turning potential customers into paying customers.