What does retargeting mean?

Introduction to Retargeting

Retargeting, also known as remarketing, is a digital marketing technique that allows companies to target adverts to users who have previously interacted with their website or social media platforms but have not made a purchase or performed a desired action. The purpose of retargeting is to remind these potential customers of products or services they have considered, thus increasing the chances of conversion. Through the use of cookies or similar technology, companies can track user behaviour and then present relevant ads when they navigate other websites or social media. This helps keep the brand top-of-mind and can lead to return visits and completed transactions.

How Retargeting Works

Retargeting starts with installing a retargeting tag on a company website. When a user visits the website, this tag triggers a cookie in the user's browser. This cookie stores information about the user's behaviour, such as the pages they visited or the products they looked at. The company can then use this data to serve targeted adverts to that user on various ad networks and social media platforms. The targeted ads can be particularly effective as they build on an existing interest the user has shown, often resulting in a higher engagement and conversion rate.

Different types of Retargeting

Pixel-based retargeting

Pixel-based retargeting is the most common form of retargeting, where a pixel is placed on a website to track visitors. This method allows almost instant retargeting, as adverts can be shown to users immediately after they have left the website. This allows companies to show personalised ads based on specific pages visited by the user or actions they have taken.

List-based retargeting

List-based retargeting works by using a list of email addresses the company already has in its CRM system. This form of retargeting is guided by accurate data, but is less flexible as it requires the user to have previously provided their contact information to the company. List-based retargeting is often used on platforms such as Facebook, where users can be matched with the email addresses in the company's list.

Benefits of Retargeting

Retargeting offers numerous benefits for businesses looking to strengthen their online presence and increase sales. Some of the most significant benefits include improved brand recognition, higher conversion rates and a better return of investment (ROI). Retargeting also helps keep the brand visible to customers even when they are not active on the company website, reinforcing memories and relationships. Furthermore, it allows marketers to segment their audience and create more targeted and personalised ad experiences, increasing the relevance and effectiveness of their advertising budgets.

Implementing Effective Retargeting Campaigns

To implement an effective retargeting campaign, companies must first define their goals and understand their target audience. This involves analysing user data and behaviour to identify the best approach to re-engage previous visitors. A successful retargeting strategy could include a combination of different types of retargeting, a clear message that resonates with the target audience and a call to action that motivates the user to return to the website and complete a transaction. It's also important to measure campaign effectiveness on an ongoing basis and adjust tactics based on data and results for continuous optimisation.

Best Practices for Retargeting

To achieve the best results with retargeting, it's essential to follow best practices such as limiting the frequency of ads to avoid overexposure and ad fatigue. This also includes offering varied ad content to keep users interested and making sure targeting criteria are as specific as possible to increase relevance. Respecting user privacy and data protection laws is also critical and a clear and easy opt-out option should always be included. To maximise impact, retargeting should be part of a larger, integrated marketing effort that supports the company's overall goals and values.