Types of retargeting
Posted: Wed Dec 18, 2024 4:35 am
This retargeting story is based on real events. So much so that it has probably happened to you, or will happen to you.
A user visits your e-commerce site, browses through different pages… and then leaves. Maybe they weren’t ready to buy yet, they didn’t like what they saw, or you need to check if there are other reasons why they just leave.
After all the effort it took to get it online, we're not going to let it get away, are we?
The fact that she has visited you is like a wink of “maybe I’m interested in you.” From here, the process of conquest begins, and in this sense, the more encounters you have, the more possibilities you will have.
Retargeting is going to be your allied strategy to provoke these encounters, and thus be able to remind them that you are there and persuade them to go with you.
If you want to know how it works and how to apply it, stay with me, because throughout this article I will explain everything you need to know about this strategy that will multiply your conversions.
What is retargeting?
Retargeting is a digital marketing strategy that helps you continue to impact those users who have previously interacted with your brand on one of your channels.
In other words, it's about showing personalized ads to these potential customers who visited you, while they were browsing third-party sites.
And this strategy has a very clear goal: to be remembered, to revive their interest and to guide them back towards your conversion funnel.
Difference between remarketing and retargeting
In Digital Marketing, there is a certain ambiguity between the terms “remarketing” and “retargeting”. The debate is open among marketing professionals, and we find two different schools of thought:
On one side are those who believe that both concepts are synonymous and that they refer to creating personalized advertising campaigns aimed at users who have already visited your website or online store, with the aim of increasing the return on investment (ROI).
This strategy was initially known generically as retargeting; however, Google decided to give it a proper name: remarketing.
On the other side, there are those who argue that there are subtle differences, depending on the strategic approach.
While retargeting focuses on displaying ads to specific users using tracking cookies, remarketing collects information organically to create lists and run email marketing campaigns.
We are going to treat it interchangeably, because it is the winning trend.
What are the benefits and practical uses of retargeting?
As stated above, the main function of remarketing is to remind users of their previous intention with the brand to encourage a future action, such as a purchase or subscription.
In reality, these impacts translate into:
1. Increase in conversion rate
By targeting your ads to people who are already familiar with you, you increase the level of effectiveness and conversion, whether in leads or sales.
What's more, studies have shown that a single retargeting campaign can increase conversion rates by up to 161% by reminding users where they left off and encouraging them to continue with their purchase.
2. Increased brand recall
This strategy, which consists of re-showing advertisements only to those who have already shown some previous interest in what you offer, is a good way to keep your brand presence “fresh” in the consumer’s mind.
This will help you improve the performance of your campaigns (without wasting money on massive ads!) and at the same time increase purchasing options, since it impacts the user at the best moment.
3. Get a high CTR
Retargeting boosts brand awareness and this influences click-through rates.
Remarketing campaigns usually have a higher CTR (Click Through Rate) compared to other types of display ads. After all, the brand is not unknown and there has been a previous search or visit to the website or social profiles.
A high CTR means that your ads are relevant and generating interest among your audience, which means you'll have a much better chance of making sales or converting.
4. Lower cost per click
By narrowing your audience segmentation and focusing on the right people—who have already shown interest in your brand—you can achieve better ROI and lower costs per click for your campaigns.
5. High degree of customization
Customizing your strategy is the best way to avoid “shooting in the dark” and achieve good results.
With retargeting, you create highly targeted advertising campaigns tailored to the audience you are targeting, based on their past behavior on your website or social media.
This way, you can create custom lists based on the pages they visited, the products they viewed or added to their cart, or even specific actions they took, such as filling out a form or watching a video.
6. Recover abandoned carts
It is a fact that abandoned shopping carts are a very serious problem for online stores. So much so that, according to studies, the average rate is 70.19% .
In other words, and according to this data, out of 100 consumers, more than 70 “abandon” their shopping carts online.
With this strategy, through personalized emails or ads, you will get users to return to your website to complete the forgotten purchase.
7. Cross-selling
The idea here is simple: take advantage of retargeting to show products and services related to or complementary to those that users have purchased or shown interest in purchasing in your eCommerce.
For example, if someone buys a camera, you can suggest a tripod, a ring denmark whatsapp number data light, or a memory card.
Not only does this encourage additional sales, it improves customer satisfaction.
Moral : Remarketing proves that persistence (without being abusive) and relevance can be key to converting leads into sales.
Now that you know what remarketing is and how important it is for your brand, let's dive into the details and analyze the different types of campaigns that exist to sell online using this strategy.
1. Standard
This is the most commonly used type of retargeting. It is based on showing specific ads based on the behavior of the users when they visited your website.
That is, you create an ad in different formats and mark which actions should be triggered: if they abandon the cart, click on a CTA, etc.
Here, audiences are segmented based on users' previous actions, and the content is predetermined and does not change.
A user visits your e-commerce site, browses through different pages… and then leaves. Maybe they weren’t ready to buy yet, they didn’t like what they saw, or you need to check if there are other reasons why they just leave.
After all the effort it took to get it online, we're not going to let it get away, are we?
The fact that she has visited you is like a wink of “maybe I’m interested in you.” From here, the process of conquest begins, and in this sense, the more encounters you have, the more possibilities you will have.
Retargeting is going to be your allied strategy to provoke these encounters, and thus be able to remind them that you are there and persuade them to go with you.
If you want to know how it works and how to apply it, stay with me, because throughout this article I will explain everything you need to know about this strategy that will multiply your conversions.
What is retargeting?
Retargeting is a digital marketing strategy that helps you continue to impact those users who have previously interacted with your brand on one of your channels.
In other words, it's about showing personalized ads to these potential customers who visited you, while they were browsing third-party sites.
And this strategy has a very clear goal: to be remembered, to revive their interest and to guide them back towards your conversion funnel.
Difference between remarketing and retargeting
In Digital Marketing, there is a certain ambiguity between the terms “remarketing” and “retargeting”. The debate is open among marketing professionals, and we find two different schools of thought:
On one side are those who believe that both concepts are synonymous and that they refer to creating personalized advertising campaigns aimed at users who have already visited your website or online store, with the aim of increasing the return on investment (ROI).
This strategy was initially known generically as retargeting; however, Google decided to give it a proper name: remarketing.
On the other side, there are those who argue that there are subtle differences, depending on the strategic approach.
While retargeting focuses on displaying ads to specific users using tracking cookies, remarketing collects information organically to create lists and run email marketing campaigns.
We are going to treat it interchangeably, because it is the winning trend.
What are the benefits and practical uses of retargeting?
As stated above, the main function of remarketing is to remind users of their previous intention with the brand to encourage a future action, such as a purchase or subscription.
In reality, these impacts translate into:
1. Increase in conversion rate
By targeting your ads to people who are already familiar with you, you increase the level of effectiveness and conversion, whether in leads or sales.
What's more, studies have shown that a single retargeting campaign can increase conversion rates by up to 161% by reminding users where they left off and encouraging them to continue with their purchase.
2. Increased brand recall
This strategy, which consists of re-showing advertisements only to those who have already shown some previous interest in what you offer, is a good way to keep your brand presence “fresh” in the consumer’s mind.
This will help you improve the performance of your campaigns (without wasting money on massive ads!) and at the same time increase purchasing options, since it impacts the user at the best moment.
3. Get a high CTR
Retargeting boosts brand awareness and this influences click-through rates.
Remarketing campaigns usually have a higher CTR (Click Through Rate) compared to other types of display ads. After all, the brand is not unknown and there has been a previous search or visit to the website or social profiles.
A high CTR means that your ads are relevant and generating interest among your audience, which means you'll have a much better chance of making sales or converting.
4. Lower cost per click
By narrowing your audience segmentation and focusing on the right people—who have already shown interest in your brand—you can achieve better ROI and lower costs per click for your campaigns.
5. High degree of customization
Customizing your strategy is the best way to avoid “shooting in the dark” and achieve good results.
With retargeting, you create highly targeted advertising campaigns tailored to the audience you are targeting, based on their past behavior on your website or social media.
This way, you can create custom lists based on the pages they visited, the products they viewed or added to their cart, or even specific actions they took, such as filling out a form or watching a video.
6. Recover abandoned carts
It is a fact that abandoned shopping carts are a very serious problem for online stores. So much so that, according to studies, the average rate is 70.19% .
In other words, and according to this data, out of 100 consumers, more than 70 “abandon” their shopping carts online.
With this strategy, through personalized emails or ads, you will get users to return to your website to complete the forgotten purchase.
7. Cross-selling
The idea here is simple: take advantage of retargeting to show products and services related to or complementary to those that users have purchased or shown interest in purchasing in your eCommerce.
For example, if someone buys a camera, you can suggest a tripod, a ring denmark whatsapp number data light, or a memory card.
Not only does this encourage additional sales, it improves customer satisfaction.
Moral : Remarketing proves that persistence (without being abusive) and relevance can be key to converting leads into sales.
Now that you know what remarketing is and how important it is for your brand, let's dive into the details and analyze the different types of campaigns that exist to sell online using this strategy.
1. Standard
This is the most commonly used type of retargeting. It is based on showing specific ads based on the behavior of the users when they visited your website.
That is, you create an ad in different formats and mark which actions should be triggered: if they abandon the cart, click on a CTA, etc.
Here, audiences are segmented based on users' previous actions, and the content is predetermined and does not change.