Retargeting 101: Why You Should Use Retargeting
Chapter 1. The Benefits of a Retargeting Campaign
Retargeting is a strategy that can benefit your online business. It makes use of certain tools to re-engage those visitors that were not converted. You can expect an average 2% conversion on the people getting to your site the first time, but with retargeting, this rate can increase significantly.
The people that were there the first time were uncertain about becoming your customers. If they are back, their interest has raised. There are more chances to convert. You already know the people that were at your web page have some sort of interest. Targeting them specifically can be of most use to achieve conversion.
Retargeting vs Other Marketing Campaigns
Regular marketing campaigns target a certain segment of people. Those are individuals whose interests or browsing history matches the kind of people you are trying to reach. However, you don’t know if they are actually interested in what you have to say. Therefore, the conversion is minimal.
With retargeting campaigns, you know for facts that the people you address are interested. They already clicked an add previously or performed a search to get to your web page. They might even be doing some research on the kind of thing you are selling. A retargeting campaign is more effective simply because there is an additional filter, and you know the people are into what you have to offer from the start.
Drawbacks of a Retargeting Campaign
A retargeting campaign can become an annoying situation for certain people if you don’t handle it correctly. You don’t want to get to this point because instead of generating engagement, you will generate aversion. Another drawback is that the campaign can create selective blindness, which will get negative results to your brand awareness efforts.
Beware of overexposing your campaign. Make sure you are paying for the right amount of exposure depending on the number of people in your list. In case you are using cookies to retarget your audience, then there are other tools to limit your exposure to each individual to just a few ads. Other tools will let you discard from your retargeting campaign all those people who are already converted, customers. You don’t want to annoy your clients with extra ads all around. Besides, there are better ways to turn a customer into a repeat customer and a fan of your brand!
How do you know somebody was Visiting?
There are basically two ways to know if somebody was visiting your website. The first one is by having them in your subscription list. However, that requires a conversion. If they didn’t subscribe, then there is no track of people with this method.
For such cases, there is the second type of retargeting. This makes use of cookies to identify anonymous people who browsed in your site. Most web browsers have cookies enabled. Despite the fact that people can disable such features, that is uncommon, and the odds are that you can target the people with the use of cookies.
The cookie serves to notify who has visited your website. Then, it identifies the computer that accessed it to deliver further adds to promote your page. That way the user will be reminded of you in the future, and you will have greater conversion opportunities.
Retargeting in Social Networks
Social networks are the perfect place for retargeting. When you have a subscription listing, the e-mail can serve as a filter to target specific people in social networks. The drawback is that people use different email addresses for different porpoises. Sometimes, the email they give to subscribe to a listing is not the same they use in their preferred social network. There is an average of 70% effectiveness when retargeting is used with listings. Depending on the niche and platform, the reach can drop up to 30%.
Types of Retargeting Campaigns
The benefits of retargeting are many. This campaigns can be used to remind your visitors about your brand, and to focus better your marketing efforts. Depending on your goals, you could raise two types of campaigns:
- An Awareness campaign
- A Conversion campaign
Both have different porpoises and are meant to send a different message. Let’s explore more about them in our next chapter.
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