What Is Retargeting and Why Is It a Smart Investment?

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Retargeting is similar to playing fetch with your dog. The ultimate goal is to have them bring the ball back – just like your lost visitors and conversions. 

Retargeting is similar to playing fetch with your dog. The ultimate goal is to have them bring the ball back – just like your lost visitors and conversions. 

While you may not have a dog or retargeting company currently, you understand that it requires experience and practice if you want to get good at something. 

Retargeting is essentially the same thing. 

Keep reading to learn about the most common types of retargeting campaigns and how they can help your business grow and succeed. 

However, before diving into that, let’s review the basics. 

What Is Retargeting and Why Is It Important? 

Here is a common example of retargeting

Visitors arrive at your website or a landing page but don’t convert. You then add a pixel/cookie to this person’s browser to capture their email. With this, you can have your text ads, emails, or image ads follow them around the internet until they come back to your site and convert (hopefully). 

At the most basic level, that’s retargeting. Some people refer to it as remarketing. They are the same thing. 

If you get retargeting right, it can outperform all the other digital ad channels you may use. For example, the average CTR for retargeting ads is 10x higher than what is seen for regular display ads. 

An Important Disclaimer 

As you can see from the information here, it is easy to understand how retargeting works. However, it is much harder to make it work. 

While grouping all your visitors into a single audience and sending the same message can provide conversions, your retargeting efforts don’t have to be perfect. However, if you want to take your efforts to another level – you should keep reading. 

Goals of a Retargeting Campaign 

There are two many goals you will set for your remarketing campaigns:

  1. Awareness
  2. Conversion 

Now it is time to learn more about some retargeting campaign options you can try. 

Sequential Retargeting 

If you have a complicated buying process with several touchpoints, this option may be effective. With this, you push visitors through your conversion funnel by responding to the actions they have taken. When a new action is taken, new ads and messaging will appear. 

Time-Delayed Retargeting

If you use a pixel or cookie-based retargeting campaign, there is a good chance your audience will have an expiration date. For example, on Google, the max is 540 days. With this, you are trying to get visitors to take a specific action by sending out scheduled ads and messages. 

Offer Change Retargeting 

If you are in the group of businesses dealing with up to 98% of your visitors failing to convert after an initial visit, don’t worry. It may be the landing page offer or call to action that is making them hesitate. Take steps to change the offer you are presenting to them when they are retargeted. Choosing something less aggressive or final feeling can be helpful. If you want to invest in retargeting, it is smart to work with professionals. They can help you choose the right type of retargeting campaign to use based on your needs and goals.

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