Surely, after visiting a site on the Internet, you then encountered ads and banners referring to its products or services shown on previous website. What you were dealing with was retargeting. It’s worth knowing what is retargeting and being aware of how the process works and knowing how to use it effectively in promoting your own business.
What is retargeting? – definition and more…
So first and most important question is – what is retargeting? To put it in a nutshell, it is a marketing strategy of reaching potential customers who have somehow shown interest in the products of the store – for example visiting a page or subpage of the store, clicking on a product, or adding it to a shopping cart without finalizing the purchase. In a retargeting campaign, the data of potential customers who have performed any of these actions is taken via cookies. Then, based on the collected data, ads are run to encourage users to return to the store and complete their purchases. These type of ads can be personalized as desired, depending on the stage at which the customer left the e-commerce store site.
It is worth mentioning that two types of this type of ads can be distinguished – on-site and off-site:
- On-site – involves targeting ads to people who are aware of the brand from previous interaction with the store’s website or its social medias.
- Off-site – is addressing ads to people who have not yet interacted with your brand, but who show similar interests to the store’s current customers, looking for similar products and services. Such people can be reached based on the keywords and questions they typed into Google search.
Benefits of successfull retargeting?
Combining retargeting with other forms of advertising together makes for a highly effective marketing campaign. So now that you know what is retargeting, let’s find out what benefits running this form of marketing process brings to our website.
User convenience
Retargeting allows for a high level of ad personalization, which is one of its biggest advantages. By adding it to your marketing strategy, you greatly increase your chances of increasing sales.
Additional opportunity to attract new customers
The main purpose of retargeting is to remind people who have previously, in various ways, paid attention to your products. However, this form of advertising is also a great tool for gaining the interest of brand new customers – retargeting ads can also reach potential customers who were looking for products very similar to ours from other stores.
Higher CTR
Retargeting ads have a higher CTR (click-trough-rate) than other campaigns such as Search Ads. This is because with retargeting you are targeting people who have already shown interest in the products you are offering.
So, as you’ve noticed in time, introducing retargeting into your marketing campaign brings many benefits – both in terms of the visibility of our website or online store, and in terms of customer acquisition and increased sales of your products or services.
