Welcome, dear reader, to the whimsical world of retargeting! A place where lost customers are found, and shopping carts are never abandoned for long. In this magical realm of ecommerce performance marketing, we’re not just selling products, we’re weaving dreams and creating loyal customers.
Now, don’t be alarmed if some of these terms sound like they’ve been plucked from a sci-fi novel. We promise, by the end of this journey, you’ll be fluent in the language of retargeting. So, buckle up, and let’s dive into the rabbit hole!
What is Retargeting?
Imagine you’re a shopkeeper. A customer walks into your store, looks around, picks up a few items, but then leaves without buying anything. Wouldn’t it be great if you could remind them later about the items they liked? That’s exactly what retargeting does, but in the digital world.
Retargeting is a form of online advertising that keeps your brand in front of bounced traffic after they leave your website. It’s like a friendly nudge, reminding them of the great products they left behind. It’s a powerful tool to increase conversions and customer loyalty.
The Magic Behind Retargeting
So, how does retargeting work? It’s all about cookies (not the delicious kind, though). When a visitor comes to your website, a small piece of code (often referred to as a pixel) drops an anonymous browser cookie. This cookie is like a secret handshake, allowing your retargeting provider to know when to serve ads to your bounced visitors.
These ads then follow your visitors around the internet, popping up on other websites they visit, reminding them of your brand and the items they viewed. It’s like a friendly ghost, whispering in their ear, “Remember those shoes you liked?”
Types of Retargeting
There are two main types of retargeting: pixel-based and list-based. Pixel-based retargeting is the most common and works as we described above. List-based retargeting, on the other hand, works with a list of email contacts. You can serve ads to these contacts when they use the same email to log into a platform where you can run ads, like Facebook or Google.
Both types have their pros and cons. Pixel-based retargeting is immediate and can target any visitor, but it’s less customizable. List-based retargeting allows for more customization, but it requires you to have the visitor’s contact information and doesn’t work in real-time.
Why is Retargeting Important?
Retargeting is like the Gandalf of ecommerce marketing. It’s wise, powerful, and can guide lost visitors back to your website. It’s crucial because 98% of visitors leave a website without converting, and retargeting gives you a second chance to convert these visitors into customers.
Moreover, retargeting ads are highly targeted and relevant, which makes them more effective than other forms of advertising. They remind visitors of their previous interest in your products and nudge them towards making a purchase. It’s like a friendly reminder that says, “Hey, you forgot something in your cart!”
Boosting Conversion Rates
Retargeting is a conversion rate superhero. It swoops in to save abandoned carts and lost sales. By reminding visitors of their previous interest, it nudges them towards completing their purchase. It’s like a gentle push that says, “Go on, treat yourself!”
And it works! Studies show that website visitors who are retargeted with display ads are more likely to convert by 70%. So, if you’re looking to boost your conversion rates, retargeting is your secret weapon.
Increasing Brand Awareness
Retargeting is also a brand awareness champion. By consistently showing your ads to bounced visitors, it keeps your brand at the top of their minds. It’s like your brand is playing a friendly game of peekaboo, always popping up to say hello.
This increased brand exposure leads to higher brand recall and recognition. So, when your visitors are ready to make a purchase, your brand is the first one they think of. It’s like your brand is their best friend, always there when they need it.
How to Implement Retargeting
Now that we’ve sung the praises of retargeting, let’s talk about how to implement it. Don’t worry, it’s not as complicated as it sounds. With a few simple steps, you’ll be retargeting like a pro.
First, you need to choose a retargeting platform. There are many out there, like Google Ads, Facebook Ads, and AdRoll. Each has its own strengths and weaknesses, so choose the one that best fits your needs.
Setting Up Your Retargeting Pixel
Once you’ve chosen your platform, the next step is to set up your retargeting pixel. This is the code that will drop the cookie on your visitors’ browsers. Most platforms provide easy instructions on how to install this pixel on your website.
After installing the pixel, you need to set up your retargeting lists. These are the groups of visitors you want to retarget. You can create lists based on different criteria, like visitors who viewed a certain product or visitors who abandoned their cart.
Creating Your Retargeting Ads
Now comes the fun part: creating your retargeting ads. These should be eye-catching and remind visitors of the products they viewed. You can use dynamic retargeting to automatically show visitors the exact products they viewed.
Remember, the goal of retargeting is not just to sell, but to create a connection with your visitors. So, make your ads engaging and personal. Use a playful tone, just like we’re doing in this article!
Best Practices for Retargeting
Retargeting is a powerful tool, but like any tool, it needs to be used correctly. So, here are some best practices to make sure your retargeting campaign is a success.
First, segment your audience. Not all visitors are the same, so don’t treat them as such. Create different retargeting lists based on visitor behavior and tailor your ads to each group.
Frequency Capping
Next, use frequency capping. This limits the number of times a visitor sees your ad. You don’t want to annoy your visitors by showing them the same ad too often. It’s like a friendly dog that’s always happy to see you, but doesn’t jump on you every time you walk in the door.
Most platforms allow you to set a frequency cap. A good rule of thumb is to limit your ads to 5-7 impressions per week per visitor.
Conversion Tracking
Finally, track your conversions. This allows you to see how well your retargeting campaign is working. You can track different types of conversions, like purchases, sign-ups, or downloads.
By tracking conversions, you can adjust your campaign as needed to improve its performance. It’s like a compass, guiding you towards your goal.
Conclusion
And there you have it, dear reader! A comprehensive guide to the whimsical world of retargeting. We hope you’ve enjoyed this journey as much as we have. Remember, retargeting is not just about selling products, it’s about creating connections and building customer loyalty.
So, go forth and retarget! May your ads be engaging, your conversions high, and your customers loyal. And remember, in the world of ecommerce performance marketing, the magic is in the retargeting.
