Retarget Like a Pro In 2020

How does it feel like watching a customer getting so close to converting only to do an about-face and leave your site?

We bet you know this feeling. And who doesn’t?

This is exactly the very moment you should start considering how to get them back. And here we are to help you to find the solution.

What is Retargeting

Retargeting is one of the best ways to close sales that didn’t happen.

Have you ever been on a website and saw an ad appearing for a different website you have previously visited? The first time this happens you may think it is a little spooky, but this is the premise of Google retargeting. Retargeting works by using cookies, allowing you as an advertiser to retarget an already-interested audience who has previously visited your site.

Retargeting ads differ from normal banner ads as they specifically target visitors or leads in your database. There are a couple of different ways this can be done.

Pixel-based

When a visitor comes to your site, a small piece of code is added to their browser in the form of a tracking cookie. The visitor then leaves your site and goes elsewhere. The cookie then talks to social media retargeting platforms or search engine retargeting platforms, which then show ads based on specific pages from your website on the web page your visitor is now looking at. Pixel-based retargeting has the advantage of time, as visitors are retargeted very quickly after leaving your site.

List-based

If you have an existing list of contacts, you can use these specifically on your retargeting campaign. To do this, upload a list of the email addresses to a retargeting campaign (usually on a social network like Facebook or Twitter), and the platform will identify users on that network who have those addresses and serve retargeting ads just to them.

It’s usually considered to be more time-consuming and therefore is a little less common than pixel-based retargeting. The pro is that list-based retargeting allows you to have highly customizable criteria for your ads because it’s based on more than behavior — you’re choosing who goes in which list. It also means these leads are very warm and therefore likely to be receptive to your ad. This, in turn, will help maximize your ROI.

There are also downsides as well. As consumers may have more than one email address, they may just not see your ads. The match rate of your email list can be very varied, so you need a large list to consider this option, as well as more time to maintain it.

What is remarketing?

These two are usually confused. Remarketing works by sending email campaigns to visitors who have browsed your website or abandoned their cart. Remarketing can also be used to upsell and cross-sell to existing customers.

This can be approached in several ways. Sending remarketing ad emails based on browsing history is one method, or a reminder that there are items in their basket is another approach. Remarketing is favored by many of the big companies, including Amazon. DMA surveyed that nearly three quarters (73%) of consumers state email is their preferred marketing channel. Out of eight marketing channels, email comes out on top despite industry concerns about the effect of GDPR.

According to VenturBeat and Ascend2 surveys, personalization in general has improved email open rates and therefore personalized email campaigns proved to be the most effective tactics. All of which is positive news for online retailers using remarketing.

The difference

Both terms are often used interchangeably, so it’s quite natural to assume that the two represent the same concept.

Retargeting is most often used to describe the online display ads that are shown to visitors who came to your website, but navigated away without acting. This type of marketing is done with the help of tracking pixels or cookies that follow the user around after they leave your website.

Retargeting ads are served through third-party networks such as the Google Display Network and Facebook, which give you the opportunity to reach out your potential customers on a multitude of websites.

Remarketing and retargeting are often confused with each other. Though they share similarities, retargeting allows you to reach new prospects with your ads, while remarketing focuses on re-sparking interest of your company to current or inactive old customers.

A retargeted ad helps those who’ve never heard of your company understand how your product or service fits into their lifestyle or solves a potential problem. Retargeting helps you make the message more personal.

When you analyze sales, you can determine what’s popular among the audiences you’re aiming to reach. For instance, if you find that a certain line of products perform really well among millennials, pull images of them into a carousel ad and use it to retarget customers. The personalization of a separate ad promoting a collection, aimed at a segment of your target market, is one example of how retargeting can be successful.

Remarketing, usually refers to reaching out to lost visitors via email so you need visitors’ email addresses.

Despite all been said, Google essentially groups retargeting display ads and remarketing emails under the single terminology of “remarketing” and most marketers follow the same definition. So, know the difference, but don’t get lost when people just call it remarketing.

Why bother?

Most of website traffic simply won’t convert on the first visit. It’s a usual thing, so no need to get frustrated. Potential customers might have thousands of doubts. Or they simply haven’t figured out yet how this particular product/service can bring them a value. And that means most of traffic is leaving without making a purchase.

So what to do?

Start using retargeting to get people to come back.

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