Retargeting, often referred to as remarketing, is an essential digital marketing strategy for e-commerce businesses looking to enhance their sales. It's a method that focuses on engaging with visitors who have left your website without completing a purchase. Given that a large majority of visitors leave a site without converting—often around 97%—retargeting provides an opportunity to re-engage and convert these potential customers.
Table of Contents - What is Retargeting? - How Does Retargeting Work? - Retargeting vs. Remarketing - Types of Retargeting Campaigns - Benefits of Retargeting - How to Implement an Effective Retargeting Campaign - Tools for Retargeting - Best Practices for Retargeting - Case Studies and Examples - Final Thoughts
Retargeting is a digital marketing tactic designed to bring back potential customers who have previously interacted with your brand online. Whether visitors have merely browsed a few pages or abandoned a shopping cart, retargeting helps remind them of your brand and encourages them to return and convert. By using cookies or pixels, businesses can track visitors' online activities and serve them relevant ads on different platforms after they leave the site.
For instance, imagine a user visits your e-commerce site, looks at a pair of shoes, but leaves without purchasing. Later, while browsing another site or using social media, they see an ad for the exact same pair of shoes. This targeted exposure can rekindle interest and remind the potential customer to complete their purchase.
Retargeting primarily operates through the use of browser cookies or pixels inserted into your website's code. When a user visits your site, a cookie is stored in their browser. This cookie tracks the user's behavior on your site, noting which pages they visit and products they view.
When the user leaves your site and continues browsing the internet, the pixel triggers ads for your products on other sites or social media platforms as they surf. This process is dynamic, allowing for personalized ad experiences. Retargeting can be executed via various digital channels such as display, search, email, and social media source.
This method involves placing a pixel, a small piece of code, on your website. Each time a visitor comes to your site, the pixel drops an anonymous cookie that follows the user through the web. This allows you to display your advertisements to these visitors as they browse other websites.
If you’ve collected email addresses, you can upload these lists to a platform like Facebook or LinkedIn to retarget users with specific ads. It's a powerful way to reach out to contacts who have already expressed a willingness to engage with your brand source.
Though often used interchangeably, there are subtle differences between retargeting and remarketing. Retargeting usually refers to online ad placements shown to past visitors. Remarketing, however, typically involves collecting visitor contact information to send out emails reminding them of products they viewed, offering promotions, or suggesting similar products source.
Various retargeting strategies can be employed based on target audiences and business goals. Here are some popular types:
Retargeting ensures that your brand remains at the forefront of users' minds. By providing multiple touchpoints, retargeting increases brand visibility and familiarity, making it more likely for users to return and complete a purchase source.
Since retargeting specifically targets users who have already shown an interest in your products, the conversion rates tend to be significantly higher than regular display ads.
Retargeting can be more cost-effective than acquiring new customers. It focuses on individuals who are already familiar with and interested in your offerings, reducing the need to convince them from scratch.
Retargeting allows for highly personalized ads based on users' past behaviors, leading to more relevant and engaging advertising experiences.
Align your retargeting strategy with specific business objectives, whether it’s increasing sales, recovering abandoned carts, or growing brand awareness source.
Divide your audience based on behaviors, demographic data, and where they are in the purchase funnel. This allows for more personalized and effective messaging.
Decide where you'll run ads: Google Display Network, Facebook, Instagram, or email, depending on where your audiences are most active.
Create visually appealing and persuasive ads emphasizing your product’s unique selling points. Employ varied ad formats to prevent user fatigue.
Continuously track your campaign performance, using metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Adjust the campaign based on these insights source.
Retargeting remains a crucial element in the arsenal of digital marketing strategies for e-commerce businesses. By precisely targeting those who have interacted with your brand without converting, retargeting helps keep your offerings top-of-mind, ultimately boosting conversion rates and maximizing return on investment. By employing effective strategies and using the right tools, you can transform passive visitors into active, loyal customers.