Mastering Retargeting Marketing: Strategies and Tools for Success

Marketing and selling to existing customers is easier than searching for new ones. By reaching out to those who have already visited your website, you can offer them more and more incentives to buy your products.

This can be achieved with the help of a retargeting strategy. We'll guide you through using retargeting strategies to build a loyal customer base and increase traffic.

Hva er retargeting?

Retargeting is a digital marketing strategy that identifies when a user has visited your online store. After a visit, the user will see targeted ads for your products and services displayed on various websites and social media platforms, enticing them to visit your store again.

The benefits of retargeting extend to different groups:

• Business owners: You're marketing to someone who has already visited your website and shown interest in your brand and products/services. They can be considered a "warm" lead.

• Sites that display your ad: These sites are paid per click when someone clicks on your online ad. If the ad is targeted and effective, these sites can earn revenue.

• Users: Yes, they too benefit. Being presented with options when they are ready to buy saves them time and effort. Familiarity with your brand makes the choice to spend money easier.

In this digital age, people need to know you, like you and trust you before they engage with your brand. Retargeting advertising is part of this process, because they already know you.

Hvordan fungerer retargeting?

Retargeting works by recording your visit to a website, and then displaying advertising for that website via social media, banner ads on websites, or ads on your SERP.

Pixel-basert retargeting

Pixel-based retargeting uses a tracking pixel. This is a 1x1 pixel that collects user information, such as IP address, and sends it back to the tracking company. You embed the pixel on the website you want to track.

The pixels do not record visitors' names or where they live. Instead, they log the IP addresses that visit the page so that a specific portfolio of targeted ads can target that IP address in the future.

Depending on your reporting software, the tracking pixel can inform you if transactions or conversions took place. This can help with future campaigns, additional sales after purchase, or ads based on previous purchases.

Liste-basert retargeting

Unlike pixel-based retargeting, list-based retargeting collects the contact information of customers, like email addresses or even mobile numbers. You'll use this list to send targeted advertising to their inbox or phone, reminding them of offers, new stock, deals and special offers.

You need to be careful with this type of retargeting as it is sent directly to the person. Too much of a good thing can overwhelm or annoy the customer and they may choose to unsubscribe or block you.

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Potential converting customer visits a website

In the aforementioned images, a user starts researching gas and electricity prices. They have visited some websites and are marked by a pixel for this.

Their next search brings up paid ads for various gas and electricity companies, including AGL.

AGL ads will now show up on various websites and social media channels for this user. This user is now marked as a future potential conversion.

The customer leaves the website and visits it later in the sales process

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When the customer leaves the website without making a purchase or order, the retargeting strategy will ensure that the customer is reminded of AGL on subsequent visits to other websites or social media platforms. This ensures that AGL remains in the customer's consciousness, increasing the chance of them returning to the site later in the sales process to complete their purchase or order.

Customer Leaves This Website to Check Other Competitors and Their Websites

Later, they are reminded to visit the AGL website through an ad on Facebook. It also appears as a banner ad when they check the news a few days later.

Hvorfor bør en virksomhet starte en retargeting kampanje?

Remarketing og retargeting som det også kalles er en langsiktig digital markedsføring strategi. Når du har satt opp kampanjen din, fortsetter den å kjøre i bakgrunnen, målretter flere kunder og sikrer flere konverteringer for bedriften din.

With a retargeting campaign, you aim to be the first brand the customer thinks of when they're finally ready to shop and spend money.

Fordeler med retargeting

Turn Existing Users into Converting Customers

People who have visited your store or made a purchase are more likely to return if they are reminded. Add a great user experience to increase your chances of getting a returning customer.

Promote new or popular products

Customers who visit your store and make a purchase are likely to be interested in new products, or products that complement what they have bought.

If a user left your site without making a purchase, you can build a retargeting campaign that targets them with new offers. Perhaps free shipping or a certain percentage off might be enough to bring them back to make a purchase.

Increase brand awareness

If people visit your website and are unsure of what you do or how it benefits them, you can remind them with a retargeting campaign.

Retargeting can keep your brand in the user's mind, so they know where to visit when they're ready to buy.

Communicate with potential customers

You can also announce upcoming events, special offers and sales to customers who are already interested in your brand.

These ads can encourage them to visit for great deals or share the bargains with their friends on social media.

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In the example above, the ad includes the tempting offer of free shipping if you shop for more than $50. This retargeting ad has appeared in a SERP; the AD indicator lets the user know that it's not an organic result.

Typer retargeting kampanjer

Generell nettside retargeting

This campaign targets people who have visited a website but generally not converted. It is the most common form of retargeting marketing.

These retargeting ads can appear on social media channels and websites everywhere.

Søkenettverk retargeting

This campaign is based on what people have previously searched for. It returns tailored retargeting ads that remind a user with terms or offers related to the user's search.

This type of retargeting is great for tailoring your bids for specific keywords and search intent for PPC ads.

Remarketing lists for search ads

RLSA is a feature in Google Ads that allows you to customize your search ad campaign for a targeted audience. You can target people who have already visited or searched your website, encouraging them to click through to what they've previously browsed or towards a new product.

E-postannonse retargeting

When a visitor signs up for a newsletter or special campaign, you have their contact details and permission to contact them.

From here, you can direct emails to these consumers to inform them of special offers, sales, or if they've abandoned something in their cart.

Email retargeting is sent directly to the user's inbox. People can often ignore online ads because they see them so often. An email can be more effective at converting someone to buy.

Vanlige feil annonsører gjør når de oppretter retargeting annonser

No custom ads or landing pages

If one customer is looking on your website for shoes, and another for shorts, it could be a mistake to send the same ad to both.

Create ads that match the user's search intent. Even though someone MIGHT be interested in shorts, if they were originally looking at shoes, the chance of a conversion is lower, and thus the ROI would be lower too.

Pay special attention to where you send people who click on the ad. If you have custom ads depending on the web page visited, make sure to send that user to a landing page that also matches the ad.

Don't make your landing page your website's homepage. Create a landing page that welcomes them and encourages them to spend money.

Creating a different landing page for each retargeted ad can increase conversions.

Ad 1:

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Ad 1 Landing page

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In the examples above, you can see a retargeting ad for Semrush and its related landing page. When we clicked on the banner ad, we see the landing page with a clear call to action to start the free trial.

These ads use white space and a dash of color to invite us to "learn more", not spend money.

Advert 2:

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Ad 2 Landing page:

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Here we can see the results of retargeting in the search network. The ad appears on a SERP after the user has done some market research on the site. When we click through, we see a nice, clean landing page with a simple call to action.

Bidding frequency

If you're bidding on keywords for your campaign, not bidding enough can have a negative impact on your retargeting campaign.

The type of product or service can affect how long a potential customer is interested. Searching for clothes can be a much shorter campaign than searching to buy a house. Therefore, the time you allocate to a campaign will vary.

Not targeted to the right audience

You need to be sure you're sending retargeting ads to the right audience.

For example, you don't want a pixel on your homepage that triggers a retargeting campaign. You don't know what the user is interested in yet.

Once a user has shown interest in a particular product or service, you have an idea of your target audience. This is when your retargeting marketing begins.

Don't clutter your ads

Seeing the same ad repeatedly tends to reduce its impact. It can help to create alternative ads for the same offer and then switch between options.

You might get a nibble from someone who wants something different, or a better offer. Variety also keeps people interested and aware of your brand.

Verktøy for å kjøre en vellykket retargeting kampanje

Running a successful retargeting campaign depends on understanding your target audience. You can use tools like Social Media Tracker and Traffic Analytics to better track the type of content that drives visitors to your (or your competitors') website.

Semrush Social Media Tracker

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Social Media Tracker provides an overview of every company's social media engagement, including your own. Each business profile reveals numbers for their Facebook, LinkedIn, Twitter, Youtube, Instagram and Pinterest.

Select one of the social channels in the tabs above for a more detailed view of its metrics, including engagement types, follower activity and mentions:

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Traffic Analytics

Use this tool to track a competitor's online performance outside of social media. You'll get a clearer idea of how they're earning their traffic, which sites they're getting traffic from, and their most visited pages:

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You can use this information to determine popular landing pages for your competitors, which can help you build your own ads. If you work in a similar niche, you should pay special attention to the traffic journey map to find out where users go when they leave your competitor's sites:

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Market Explorer

Before you build your campaign, use the Market Explorer tool to determine your market share in your industry. Find out which of your competitors earns the majority of market share, any key industry demographics and more:

Retargeting markedsføring for din bedrift

Retargeting marketing is a powerful way to connect with potential customers who are already showing interest in your brand and its offerings. While it may require some setup of ads and landing pages, these campaigns start to accumulate impressions and clicks once they're launched.

Når du har gjennomgått kampanjedata, kan du rette opp det som ikke fungerte, forsterke det som fungerte, og kaste deg tilbake i retargeting-markedsføring for større og bedre gevinster.

Ta kontakt med Reklamedia for hjelp.