When you team up with LSEO, you gain a digital partner that knows all the ins and outs of successful retargeting and how this paid media tool can be used to grow your business.
Get a free consultationHave you ever visited a website to view a business’s services or products and then left without doing anything? Chances are good that you’ve then seen an advertisement elsewhere online for that website you abandoned. The ad probably enticed you to return and complete a purchase or contact form.
Those ads you see for sites you’ve visited are no accident. They’re called retargeting ads, and they are one highly effective way to bring back customers who checked out your website and then left. Without retargeting, you stand to lose a substantial amount of website visitors who otherwise might have converted for your business.
When people visit a website for the first time, the site may use cookies that stay installed in users’ computers until deleted. Those cookies allow digital marketers to “track” users’ movements online. This is how retargeting ads follow users on other websites they visit.
The whole point of these ads is to remind people of the products and services they left behind on that initial website. The ways in which the ads encourage people to do things vary based on the advertising platform. Depending on whether a website owner or digital marketer is using Google Ads, Facebook retargeting, or a different platform, the ads can take the form of text, videos (such as on YouTube), or image-based display ads.
No matter what the ad looks like, it will always feature some kind of call to action, such as “shop now” or “browse all collections,” since the purpose of the ads is to get users to take a specific action.
If you have never done any retargeting advertising for your business, you may be wondering if a strategy like this is effective for bringing customers back to your site. All the research shows that retargeting is highly effective, and that’s because retargeting ads build both brand awareness and familiarity.
Seeing a brand and being exposed to that company’s advertising tends to take more than once to hit home. After all, people who are coming across a site for the first time may not immediately trust it.
But seeing the same website and its products advertised again and again can convince users to return and look into what first attracted them to the site. After seeing the brand and its offerings so many times in the interim, users ideally will make a purchase this time!
In fact, retargeting ads tend to have higher click-through rates (CTRs) than normal display ads. That means users who have been on your site and are already familiar with your products are much more likely to click on a retargeting ad and do what you want them to do.
As it sounds, behavioral retargeting laser-focuses retargeting ads based on users’ previous actions online. For instance, one retargeting ad can go after people who abandoned the checkout process at a specific point. The ad can mention that specifically so customers are reminded of where they were when they left. Or, a retargeting ad can attempt to upsell people who have already visited certain product pages. Getting specific like this will only make the remarketing ad more effective.
Then there’s retargeting by time segment, or how recently a user visited your website. Because retargeting ads cost the advertiser money every time a user clicks them, businesses have to be smart about how they budget for their ads (or they need an agency with expert remarketing services). Retargeting by time segment means putting more efforts into advertising to people who were on your site more recently, as in, within the last week. You will want to invest more in retargeting ads for these users as opposed to users who visited your site 30 or 60 days ago and haven’t returned since.
If your business has an email subscribers list, then existing-customer retargeting is likely for you. If you’re wondering why you would need to retarget to customers you already have, it’s because, eventually, those who have subscribed to receive product offers will go cold. Given enough time, they will tend to lose interest and become unresponsive. You may gain new subscribers during this time, but you are losing a major opportunity if you don’t go after existing customers with your retargeting. LSEO’s remarketing team can handle your business’s retargeting with all the experience and finesse you’d expect from a professional digital marketing agency.
You might see the terms “retargeting” and “remarketing” used as synonyms for each other. There’s a bit of a difference between the terms in the sense that remarketing refers more to email marketing campaigns than to retargeting display ads.
However, for our purposes, we can think of the terms as just about identical (since this is how Google itself thinks about them).
In any case, now that you know what retargeting advertising is and how it’s done to maximum effect, let’s examine the different types of retargeting that you may want to consider employing for your business.
Just like it sounds, standard retargeting is the basic form: it involves using pixels on your site to install cookies on users’ devices and then creating retargeting ads for these users to see later.
Dynamic retargeting modifies ads to fit individual users. If a website visitor abandoned a shopping cart with a few products in it, a dynamic retargeting ad can show the product and feature some text that encourages the user to return.
A retargeting campaign that focuses on mobile-device users will place retargeting ads for people who have visited a business’s mobile app. The images and language should refer to mobile-device behavior so the users feel they are being personally invited back to the app.
In the case of video retargeting, the ad comes in the form of a video ad shown before or during a video (you often see these on YouTube). The ad will obviously be relevant to the website the users had been visiting or an action they almost completed.
Finally, email list retargeting uses retargeting on the members of a business’s email subscribers list. These efforts can be used to show relevant ads to people who opened a subscriber email but took no action. Email retargeting could also involve sending remarketing emails to subscribers who were recently browsing products on your website but did not make a purchase.
Dynamic retargeting is a sophisticated form of advertising that takes retargeting a step further by customizing the ads served to individual users based on their previous interactions with your website. Unlike standard retargeting, which shows the same generic ad regardless of user behavior, dynamic retargeting uses data gathered from a user’s actions on your site – such as specific pages they visited or products they viewed – to create highly personalized ads. This personalization of ads means that if a user browsed a selection of red shoes on your site, they might later see retargeting ads featuring those exact red shoes or similar products, enticing them to return and make a purchase. The goal here is not just to remind users about your brand, but to engage them with relevant content that aligns with their interests and browsing history, increasing the likelihood of conversion.
Dynamic retargeting is particularly effective because it focuses on maximizing engagement with users who have already expressed some level of interest in your products or services. This approach is significantly more efficient than broad-spectrum advertising as it targets potential customers who are already familiar with your brand and have demonstrated a direct interest. These users are more likely to respond positively to additional touches. Moreover, the personalization aspect of dynamic retargeting allows businesses to deliver ads that resonate strongly with individual customer preferences, nurturing their interest and reducing friction in the path to purchase. In essence, it helps to convert what might be lost initial interest into actual sales by keeping the potential buyer engaged and reminding them of their interaction through personalized product suggestions and offers.
The foundation of dynamic retargeting lies in using cookies to track users’ behavior on your website. Once a user visits your site, a small piece of data called a pixel is stored in their browser in the form of a cookie. This pixel not only records that the visitor was on your site, but it can also track specific actions taken, such as pages visited, products viewed, or items added to a cart. This data is then used by retargeting platforms to customize advertisements specifically to this user’s behavior. Advanced algorithms compile this behavioral data to dynamically generate ads that feature the exact products or categories the user interacted with. When that user later browses the web, these ads are served on other sites they visit, typically through ad exchanges and networks. By keeping track of their engagement, the ads shown become more tailored, making it more likely that the user will convert.
Implementing a successful dynamic retargeting campaign involves several best practices. First, segment your audience based on their behavior patterns on your site, such as cart abandoners, category viewers, or high-value page visitors. This segmentation allows you to tailor your dynamic ads more precisely. Second, ensure your product feed – the database that showcases inventory for the ads – is accurate and up-to-date to avoid disappointing potential buyers with unavailable items. Third, design compelling and visually appealing ads; they should not only reflect the interest shown by the user but also align with your branding and provide clear calls to action. Furthermore, frequently test different variations of your ads, headlines, and images to optimize performance and stop ineffective ads. Lastly, incorporate frequency capping to limit the number of times a user sees your ads, preventing ad fatigue and avoiding the perception of spamming the potential customer. Following these practices can significantly boost the effectiveness of your campaigns, resulting in higher conversion rates and a better return on investment.
Privacy is indeed a significant consideration with dynamic retargeting, as these strategies rely heavily on tracking user behavior across websites. To address these concerns, businesses must prioritize transparency and adhere to legal regulations regarding consumer data privacy, such as GDPR in Europe or CCPA in California. It’s crucial to inform users when and how their data is being collected through clear and accessible privacy policies. Offering an opt-out option helps respect user preferences regarding data tracking and advertising. Furthermore, work with reputable ad networks that prioritize data security and user privacy. Adopting these practices not only helps protect consumer rights but also builds trust in your brand, reinforcing that you value and safeguard customer data. Respectful and compliant handling of user information can mitigate privacy concerns while retaining the effectiveness of your dynamic retargeting strategies.
When it comes to strategic retargeting ads, trust LSEO to make it happen for you. What makes our remarketing services better than all the others?
Digital marketing isn’t about guesswork or trying new things until something succeeds. It’s about strategizing to deliver the best results for you right from the start. You’ll benefit from those expert strategies when you work with us.
We research your audiences before doing any kind of retargeting so we know the best groups to go after with our ads. As you learned above, certain groups will convert more easily than others. We handle all this at the outset so we don’t waste any time or money.
Our efforts are designed to increase your online revenues. Once we start capturing the people who have come close to purchasing from you but stopped, you will begin to see more conversions and an increased ROI.
Retargeting advertisements that are focused on users at different stages of the buying journey will mean more exposure for your brand. The more you get your brand out there, the better positioned you will be to earn all kinds of new and repeat customers to your website.
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