Retargeting/Remarketing Campaigns: Reaching Past Visitors

Did you know that, on average, only 2% of your website visitors will convert on their first visit? So what happens to the other 98%? Most of them will leave and may never come back.

This is where retargeting (also known as remarketing) comes in.

Retargeting is a form of online advertising that allows you to show your ads specifically to people who have already visited your website or have interacted with your brand in some way. It's one of the most powerful and highest-ROI advertising strategies available.

How Does Retargeting Work?

Retargeting works by using a small, unobtrusive piece of code (often called a "pixel" or a "tag") that you place on your website.

1. A user visits your website.
2. The pixel on your site drops an anonymous browser cookie that "tags" this user.
3. When the user leaves your site and browses other websites on the internet (that are part of an ad network like the Google Display Network or Facebook), your retargeting platform will recognize that user's tag.
4. Your ads are then shown specifically to that user, reminding them of your brand and encouraging them to come back.

Why is Retargeting So Effective?

• It Targets a "Warm" Audience: You are not advertising to a cold audience of people who have never heard of you. You are advertising to people who have already shown an interest in your business by visiting your website. This audience is much more likely to convert.
• It Increases Brand Recall: The "Rule of 7" in marketing states that a prospect needs to see your brand's message at least seven times before they'll take action. Retargeting is the perfect tool for creating these multiple touchpoints and for keeping your brand top-of-mind.
• It Has a Very High ROI: Because you are advertising to such a highly qualified audience, retargeting campaigns typically have a much higher click-through rate and conversion rate, and a lower cost per conversion, than standard advertising campaigns.

Common Retargeting Strategies

You can get very sophisticated with your retargeting by creating different campaigns for different segments of your audience.

1. A General Website Visitor Campaign

This is the simplest form of retargeting. You can create a campaign that shows a general brand awareness ad to everyone who has visited your website in the last 30 days.

2. A "Category Interest" Campaign

You can create a more targeted campaign for users who have visited a specific category or service page on your site.

• Example: If a user visited your "Web Design Services" page but didn't contact you, you could show them a retargeting ad that specifically highlights the benefits of your web design service and features a testimonial from a happy web design client.

3. An "Abandoned Cart" Campaign (for E-commerce)

This is one of the most powerful e-commerce strategies.

• How it works: You can create a specific audience of users who have added a product to their shopping cart but did not complete the purchase.
• The Ad: You can then show them a dynamic ad that features the exact product they left in their cart, perhaps with a special offer like a 10% discount or free shipping to entice them to come back and complete the purchase.

The Best Platforms for Retargeting

• The Google Display Network: This allows you to show your visual banner ads to your past visitors on millions of websites across the internet.
• Facebook and Instagram: These platforms are fantastic for retargeting. You can show your ads to your past website visitors directly in their Facebook and Instagram feeds.

Best Practices for Retargeting

• Use Frequency Capping: You don't want to annoy your audience by showing them your ad too many times. Use a "frequency cap" to limit the number of times a single user will see your ad per day.
• Exclude Converters: Once a user has converted (e.g., they have made a purchase or filled out your form), you should exclude them from your retargeting campaign so you don't waste money showing them an ad for an action they have already taken.
• Rotate Your Ad Creative: Keep your ads fresh by changing up your images and your copy every so often to avoid "ad fatigue."

Conclusion

Retargeting is an essential component of any modern digital advertising strategy. It's a powerful and cost-effective way to re-engage the 98% of your website visitors who don't convert on their first visit. By staying top-of-mind and by reminding them of your value, you can guide them back to your website and significantly increase your overall conversion rate.