Retargeting (Complete How-To Guide)
Did you know retargeting is almost like playing catch with a boomerang?
It means you can get the people who came to your website and left, to come back and review your products or services.
According to Retargeter, only 2% of all online website traffic converts on the first visit.
That means that if you are only running your ads to cold audiences, 98% of the people leave and never come back.
By taking advantage of retargeting you can get these 98% of people who already know who you are to come back and make a purchase.
Not to mention that your CPC (cost per click) will be much lower and your CTR (click through rate) will be much higher.
What Is Retargeting & How Does It Work?
Retargeting is the form of advertising where you are only targeting the people who have already performed a specific action with your business.
These actions can be anything like visited your website, added an item to their cart but didn’t purchase, or even just watched a Facebook video of yours.
Regardless of which segment of your audience you choose, it all works the same way.
For example, let’s say I visit your website and check out a specific product and decide to add it to my cart.
Next thing you know I get distracted and never end up making the purchase.
What you can do is now take the pixel from your website to then add me to a group of people who have added an item to their cart.
Then, you can create a compelling one time offer to get me back to your website and convert.
So, the next time I go onto my phone or computer I will see your ad for the product I was just highly interested in, but this time I can get a one time offer that allows me to buy one and get the second one half off.
In doing this, you will be able to recuperate the advertising money you spent in the first place to get me to your website + generate a higher average order value.
Why Is Retargeting Important?
Retargeting is extremely important because it allows you to capture any lost conversions.
What this means is that the majority of your website traffic is not going to convert the first time they see your products or services.
In fact, it takes the average consumer at least 7 times of seeing a new product or service before ever making a decision to purchase or not.
So, the cheaper you can obtain those 7 touch points, the more profitable your business will be.
That is why retargeting is so important. It yields one of the highest return on ad spend because of the laser targeted audiences you can create.
What Are The Different Types Of Retargeting?
There are many different ways you can retarget your customers.
As of 2019, one of the most effective ways is through video content.
By using video content you are able to catch your audiences attention as well as get your message across with minimal effort on your customers part.
After all, the majority of social media users gravitate towards the video content anyway because that’s what keeps them entertained.
Pixel-based retargeting is when you retarget anyone who has either visited your website or engaged with your Facebook or Instagram content.
With pixel-based retargeting you can get extremely specific segments of your audience that will yield you a high ROAS (return on ad spend).
If you are advertising on Facebook some of these segments include: 25% video viewers, top 50% video viewers, top 10% video viewers, viewed 90% or more of a specific video, and much more.
As you can imagine, this can be very effective if used the right way.
At Aces Media, we have seen tremendous success with retargeting video viewers after product videos surpass the 100k view mark.
TIP: Create Lookalike Audiences out of your video viewers
List Based Retargeting is when you have a customer list that you are looking to take advantage of.
This can be your email newsletter list, or just a .csv file of your purchasers.
Regardless, how list based retargeting works is you will upload a .csv file of your customer emails into either Facebook or Google.
Then, you will want to label the audience so you know exactly who you are advertising to.
Who Is Retargeting Good For?
Retargeting is good for ALL businesses, big and small.
No matter what you are selling or doing, if you have website traffic and you want to make a higher profit, you should be utilizing retargeting.
If you are not, it’s just like letting the girl of your dreams walk right out the door without even getting her number to text her a few days later.
I mean how would you ever be able to get her to talk to you again and see if she’s interested in a date without retargeting her with a nice text?
Thank You Ads
Thank You Ads are one of the most effective ways to retarget your recent purchasers and build an exceptional brand image.
Before we get into Thank You Ads, it’s important to remember the value of building customer loyalty.
For example, can you remember the last time you visited a retail store and made a purchase, and had the employee treat you with their utmost respect?
If you can, I can bet that you now think more highly of that brand.
Rather than if the employee would’ve treated you poorly, the odds are you probably won’t shop there again.
So, the same thing goes for online advertising. Customer loyalty is key.
If you are generating a consistent amount of sales you may want to consider running Thank You Ads to see how they perform in your business.
How they work are as follows:
When someone comes to your online store and makes a purchase they will be added to an audience segment of your recent purchasers.
This will then allow Facebook, Instagram, or Google serve these customers you ad thanking them for their purchase, and giving them a coupon code for their future purchases.
What this does is it creates trust between you and your customer and it also validates to them that they made the right decision to make a purchase from you and not your competitor.
YouTube Advertising is an extremely effective form of advertising for product based businesses.
Having visual examples or demonstrations makes consumers much more engaged.
With video ads, you can create them to seem as though your ads are tailored just for them.
For example, if you wanted to get your website visitors to join your newsletter you could do something like this:
Create an audience of your website visitors who have visited within the past two weeks.
Then, you can create a video introducing yourself and expressing that you noticed they visited your website within the past two weeks but did not in fact sign up for your newsletter.
So, you offer them an incentive to then revisit your website and join your newsletter.
As you can imagine, if you visited a website of a company you are interested in and then saw a video like this the next time you are scrolling social media…
The chances of you clicking through and joining their newsletter are much higher than if you had seen the video without any prior knowledge of the company.
All in all, retargeting is one of the most effective forms of online advertising.
After reading this article, you should now have the knowledge you need to go out and retarget your customers to start increasing your sales and revenues.
If you are running any type of paid traffic and don’t want to miss out on bounced traffic, contact Aces Media today.
What do you think about retargeting? Are you currently retargeting your website traffic? Do you think it is effective? Is this article missing anything important about remarketing?