Today, there are many terms related to the topics on the Internet that may elude your understanding. One of them could be retargeting. The statistics doesn’t lie: 96% of your website visitors are not ready to buy. This means only 4% of new visitors will buy a product, even if you try very hard.
This is how retargeting works: A potential visitor goes to the site, but leaves without a conversion. Later, he comes across your ad on the web and it attracts his interest. Your potential customer comes back and becomes a happy customer.
The difference between retargeting and remarketing
Both terms are often used interchangeably, so it is natural to assume that they represent the same concept. Retargeting is more commonly used to describe interactive rich media ads that are shown to visitors who have left your site without converting. This marketing tool requires tracking pixels or cookies that follow users after they leave the site.
Retargeting ads are placed through third-party networks such as the Google Display Network and Facebook, allowing you to reach potential customers from multiple websites.
So, this Facebook ad is an example of true retargeting: a similar ad on Facebook is an example of true retargeting. Remarketing, as a rule, refers to working with departed visitors via email – so you need to know the email addresses of visitors.
But why are the terms used interchangeably? The basis of the error was laid by Google AdWords. Here’s how Google defines remarketing:
“Remarketing allows you to show ads to people who have visited your website or your mobile app. for example, if people leave your site without buying anything, remarketing allows you to re-engage their attention by displaying relevant ads across platforms.”
Goals of the retargeting campaign
There are two main goals for launching such campaigns:
- Awareness. Campaigns raise audience awareness about products, features, and more. This goal doesn’t have much of an impact on short-term conversion growth as it targets visitors who haven’t had much interaction with your business. You can run awareness campaigns as a “prologue” to conversion campaigns.
- Conversions. Conversion campaigns target visitors who are already familiar with the brand, its products and services. But they still don’t commit or pay, so your goal is to redirect them to a landing page that encourages them to convert.
Regardless of the goal, the key to creating successful campaigns lies in audience segmentation. The following types of segmentation are suitable for retargeting campaigns:
- by behaviour;
- by time;
- segmentation of existing customers.
Retargeting of existing customers
The ideal time to retarget existing customers is when a new feature is released or when pricing plans are updated. Such a campaign can be a great result, especially for clients who are not very active on your platform. Perhaps an updated version will convince them to become more active?
Retargeting offers a unique opportunity to target exactly the customers you need. This gives you another chance to win over people who have already shown indirect interest in the product. Don’t waste this chance directing visitors to a cluttered home page. Create optimized ads and pair them with custom landing pages to maximize the conversion potential of your campaigns.
