Adding Retargeting to Your Marketing Strategy | Mann & Co. Inc.

Adding Retargeting to Your Marketing Strategy

What Is Retargeting?Have you ever noticed how certain products or ads follow you around the internet?

First, you look at a coffeemaker on Amazon. Then, when you jump over to Facebook, and you see an ad for the same coffeemaker. Later, while using your smartphone, you see the coffeemaker again.

In simple terms, this is what retargeting is.

Some of your hottest prospects are those who’ve viewed your product but have yet to purchase. Wouldn’t you love to keep your product top of mind and increase their chances of buying? Wouldn’t you like to convert those who might not otherwise return to your website?

That’s what retargeting, or remarketing is all about.

How Does It Work?

There are two types of retargeting campaigns, both of which are explained below.

Pixel-Based Retargeting

First, you would install a pixel code on your website. Your visitors would not notice the pixel when visiting your website and it would not affect the performance of your site either.

But whenever someone visits your website, the pixel would drop an anonymous browser cookie.

So, as your visitors continue to surf the web, the cookie would inform your retargeting provider when to serve ads to these people. These ads would be shown only to people who’ve visited your site before.

With pixel-based retargeting campaigns, you can serve up ads to prospects immediately after they’ve left your site. And, you can further optimize by behaviors or specific pages they’ve visited on your site.

The main downside is that it can be complicated to install the pixel code on your site. Fortunately, if you’re using WordPress, you can utilize plugins to simplify the process.

List-Based Retargeting

There’s a good chance you’re collecting prospect and customer data already, primarily if you’re marketing via email.

Your email list can be uploaded to your retargeting provider (in most cases Facebook or Twitter). The provider will automatically identify people on their network who use the specified email addresses. Ads are then served to this specific group of people.

List-based retargeting is more based on behavior than pixel-based campaigns because you can choose who goes on what list.

Naturally, it’s possible that you don’t have the exact email address some users used to register their social media accounts. So, those users would not see your ads. This being the case, a large list is preferable to a smaller list.

When Is the Right Time to Use Retargeting?

Let’s say, for instance, that you’re getting a five percent conversion rate on your sales page. And, while this is good, you also know people are viewing the page who aren’t checking out. They may even be abandoning their cart. This is an excellent time to use retargeting because you already know some people almost buy but walk away without completing their purchase.

Retargeting campaigns are typically used to a) build awareness, or b) convert prospects into leads or customers.

Both types of campaigns are valid. But as with any campaign, your primary goal should be to get the right ad in front of the right people at the right time. Otherwise, your engagement rate will be low, and your ads won’t do much for you.

Final Thoughts

Retargeting ads are incredibly powerful. But they are most effective when used as part of a comprehensive digital marketing strategy and not just as a standalone tactic.

If you aren’t using remarketing ads already, now is the time to get started.