Retargeting, often mistaken for remarketing, is the strategy of reapproaching customers who visited your e-commerce site but did not convert. It is conducted via the open web and effectively convinces people to return to your store, return to their cart, and finally make a purchase. In this article, we shall discuss retargeting in more detail – read on if this topic interests you.
What Is Retargeting?
Retargeting is a strategic advertising technique designed to re-engage users who have previously visited your website but left without making a desired action, such as a purchase or sign-up. By strategically positioning targeted ads in front of a defined audience (in the open web), you can rekindle interest in your products/services and prompt conversions.
How does retargeting work? The process begins with the placement of a small, unobtrusive piece of code, often referred to as a pixel, on your website. This pixel tracks visitors and allows you to display tailored ads to them as they browse other websites or social media platforms. This personalized approach keeps your brand fresh in their minds, increasing the likelihood of conversion.
We need to remember, though, that with the third-party cookie phase-out, this approach to retargeting will have to change. No longer will you be able to track the users outside your website, so this strategy will become much more difficult to conduct.
Why Is Retargeting Worth It?
So, let’s jump to the benefits of retargeting, and there are plenty of them. Here’s a short list of the most important ones:
1. Enhanced Conversion Rates
Retargeting targets people who already know your brand and have seen your products but, for some reason, did not convert. It can remind them of their desires and incentivize them to return to your store and finally make the conversion.
2. Targeted Advertising
With retargeting, you have the ability to segment your audience based on their behavior on your website. This allows for highly targeted and relevant ads, ones that are truly personalized and hence…more effective than your general adverts.
3. Brand Recall
Even if retargeting fails to reignite the desire in your customers, and they won’t come back to the cart they abandoned (and let’s be real – sometimes customers don’t convert because they already found a better offer, so even retargeting won’t change it), it strengthens your brand recall and visibility. After all, even if the customer did purchase a similar product from your competitors, they might visit your website in the future to search for other goods, so it’s beneficial to carve your brand into their memory.
4. Better Return on Investment
Retargeting is, in general, less expensive than your standard advertising techniques. This means that you get a higher return on your investment every time your retargeting campaign works.
Conclusion
To sum it up, retargeting is a potent tool that can significantly impact your digital marketing efforts. By strategically re-engaging with visitors who have already shown interest in your offerings, you can boost conversion rates and maximize the value of your ad spend. Therefore, instead of considering if you need retargeting, start thinking about the ways to implement it successfully!
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