Ever wondered why ads seem to "follow" you online? That's the power of retargeting - a term popular in the digital marketing field to re-engage the audience! Uncover the retargeting meaning and why it’s a game-changer for your online success.
Explaining Retargeting Meaning
Display retargeting is an online advertising procedure of targeting previous users or visitors of your website or app. Marketers often retarget by showing ads or sending emails. This method provides an opportunity to re-engage potential customers who left your website or app without subscribing or installing( meeting a marketing goal).
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Advantages of Retargeting
The advantages of retargeting your previous leads include:
- Developing Bonds with Potential Customers: By retargeting, you can connect with your previous potential customers more often, which helps develop strong connections with the brand.
- Boost Conversion Rates: Retargeting ensures conversion when customers require time to decide whether to buy. It boosts brand visibility and makes customers ready for conversion, ultimately driving sales.
- Customize Marketing Efforts: Rather than showing ads to every random user, this method helps target previous users who have the potential for conversion. Also, it helps create a tailored buying experience for the consumers.
- Cost-Effective Marketing: Retargeting ad campaigns are more cost-effective than traditional ads. They focus only on users who have already shown interest, so the chances of conversion gets increased.
What is the First Step of Display Retargeting?
Wondering how to start with display retargeting? Here is the step-by-step guide, starting with the first step:
1. Setting up a Tracking Pixel
The first step marketers need to take to launch a successful retargeting campaign is creating a tracking pixel. It is an HTML code snippet that is embedded in your website to track users' activity.
2. Create Segments
Once you develop a tracking pixel to collect data, you can move on to the next step, which is creating segments. You can segregate your users or visitors in the following ways:
- Users who visited the homepage
- Visitors who abandoned their shopping cart
- Readers who clicked on a service but did not hire
3. Develop Targeted Ads
Create advertisements that are customized to each user's segment. Remember, a visitor who abandoned their cart should get a different notification than a visitor who only browsed the homepage.
4. Launch the Campaign
After completing the above-mentioned three steps, marketers need to set the budget and launch the campaign. Display your ads to the right segment of people and drive sales.
Differences Between Retargeting vs. Remarketing
Retargeting and remarketing- marketers often use these two digital marketing terms interchangeably. But their meanings differ slightly.
The retargeting technique allows targeting previous potential website visitors or app users through ads. And nurture them to return and complete purchase, subscribe or fill out the form.
On the other hand, remarketing means sending customized, targeted messages to individuals who've already taken a predetermined action. The primary goal of remarketing is to establish a deep connection with previous customers and encourage repeat purchases.
Also Read: What is Organic Reach
Different Types of Retargeting Campaigns
There are several types of retargeting campaigns digital marketers run to meet business goals. They are:
1. General Website Retargeting
Through this retargeting campaign, marketers track visitors or users who've visited your website (or app) but haven't taken action. These actions can be purchasing items, viewing product pages, or abandoning the checkout process.
2. Search Network Retargeting
These types of ads are displayed to visitors or users spending on certain keywords they've searched for. Whenever a user searches for these keywords, the display retargeting ads will appear across the web—including popular social media platforms, various websites, and search engine results pages (SERPs)
3. Remarketing Lists for Search Ads
RLSA, or Remarketing Lists for Search Ads, is a modern feature from Google Ads that allows marketers to personalise search ad campaigns to target people who've visited the site or app previously.
Popular Platforms for Running Display Retargeting Ads
Among the various platforms used for retargeting campaigns, the popular options are:
1. Google Ads
As per records, it is the biggest platform for displaying retargeting ads to users or visitors. This platform lets you target potential users who have connected with your website through Google Search and the Google Display Network.
2. Meta Ads Manager
This platform allows digital marketers to create and manage Instagram, Facebook, Messenger, and Meta Audience Network ads.
3. X
Displaying retargeting ads on X lets advertisers reach users who’ve gotten in touch with your brand through your website or tweets in the past. By incorporating the X pixel on your website, you can launch a successful campaign.
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Final Words
Understanding the retargeting meaning and leveraging the power of this digital marketing tactic ensures conversions and brand visibility.
Want to master this strategy to amplify your marketing efforts?
Enroll in a digital marketing course in Amity Online and learn how this technique ensures increased engagement, strong customer connections, and drives sales!
