Why We Don’t Retarget Everyone

What is Retargeting?

Retargeting is the digital marketing technique of targeting users who have previously visited your website, with banner ads on display networks across the website. With retargeting, you only target users who have visited your website and have had an experience with your brand. You can target users that visited a specific part of your website, or your whole site, the choice is yours. Either way, you are ensuring that you spend money on people who have already visited your site.

In comparison to normal display advertising, retargeting is more of a beneficial technique, as with normal display advertising, they target users in the early stages of the buying process, where you have to establish yourself, build rapport, brand effectively all with the aim to sell. But if the user has already visited your website and has links to the website, you are one step ahead of the game.

How Does It Work?

You place a retargeting pixel on certain sections on your website or across the entire site and as visitors arrive on the pages you have a pixel on, they are added to an ‘audience’. This audience is cookied, and as users visit other websites in the display networks that you are running retargeting ads, they are shown your ads. This provides you with a platform to target your user in a creative way that can bring them back to your service and remind them of your brand. You can even offer them unique codes and discounts in your ads to bring them back to your website and drive business. You can also control the websites that show your ads, just like on typical display network buys.

If a person in your audience converts, then a ‘burn pixel’ will fire, which takes them out of the audience. You can also choose to add different pixels if you wish to show converting visitors different ads. However, it can get complex when you are choosing which sequence of pixels you cookie these users with.

Retargeting is incredibly effective, as this technique can give you credit to click-through and view-through conversions. Retargeting also encourages elements that assist with the buying process:

Raises awareness through ads that feature a logo and brand name
Creates interest as the ads feature products users have liked
Evaluation, as the ads answer questions users may have
Encourages a decision with ads that feature promotions and unique discounts
Purchase as ads features products similar to the ones they have already purchased

It is known that retargeting is the most effective way to target a user at any given time and even if it doesn’t work straight away, you will be granted more data which provides you with more control over how you utilise that information. To optimise retargeting effectively, time and management has to be put into it. Retargeting specialists believe that having a user see 7 to 12 of your ads in the period 30-days is ideal.

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