Implement Retargeting Into Your Marketing Campaign for Greater Returns

What is retargeting?

Retargeting is attempting to re-engage a previously lost customer through advertising directed specifically back at them. In simpler terms, when a potential customer visits your site but fails to make a purchase, a retargeter places a tracking cookie in their browser. Once the visitor leaves your site, your retargeter will be notified, and should ad space be available on the subsequently visited site, an ad for your product will appear.

Why retarget?

When a potential customer visits your site but does not make a purchase, there is a high likelihood that they are comparison shopping. With retargeting, your product will stay right in front of them as they continue to shop. Your brand awareness will be boosted, and visitors then become a part of the purchase funnel.

Businesses who retarget report a much higher return on investment, or ROI. Because retargeting narrows your advertising audience down to those users who have already expressed interest in your product, ads focused to this demographic have greater success rates.

How to implement retargeting

There are several major areas in which retargeting can most successfully take place:

  • Site retargeting: wherein you show ads to visitors who have left your site without action.
  • Email retargeting: serving ads to those who have opened your emails.
  • Search retargeting: targeting ads toward those who have performed searches for your keywords.
  • Dynamic retargeting: using only a mailing or email address to serve ads to people.

As you begin to roll out your chosen retargeting methods, you also need to ensure that you have some best practices in place. The goal of retargeting is to keep your brand at the front of the consumer’s mind, without moving into brand fatigue. Too many ads too frequently can accomplish the exact opposite goal of retargeting, and only serve to annoy the potential customer.

  • Instill frequency caps. Limit the number of times a visitor sees your ad after leaving your site.
  • Use burn pixels. Burn code creates a pixel on a page after a customer makes a purchase that will automatically opt them out of receiving retargeting ads.
  • Ad rotation. Similar in theory to frequency caps, ad rotation works to ensure that possible customers do not see the same ads of yours over and over, but instead of removing ads completely, rotates what the visitor will see through several different ads.
  • Niche retargeting. Break down your retargeting efforts demographically for even greater ROI.

Choose your provider

There are two ways to approach retargeting: use of a full-service provider, or by managing your retargeting campaigns with a self-service toolkit. If you wish to take a more hands-off approach to your retargeting efforts, leave the campaign to the experts and go the full-service route. Companies who offer this service will provide you with specialized campaigns to help get you the highest ROI possible, plus full reporting and implementation.

Self-service campaigns are the best fit for those who would like to manage every aspect of a retargeting effort on their own. While there will definitely be more work involved than should you go with a full-service provider, there will be less of an investment with a self-service retargeter, though the amount of time you must spend will also be significantly greater.

Easy and efficient, retargeting can provide great returns. However you choose to implement your retargeting campaign, you will find the effort definitely worth your while.