What is retargeting?
Retargeting is an online marketing strategy that enables companies to play out targeted advertising to people who have already shown interest in their products or services. In this process, a visitor who has visited the company’s website or clicked on an ad is identified with the help of cookies and can later be addressed with targeted advertising. This advertising can be played out on various channels, such as on other websites, with display advertising, in social media, or by e-mail.
How does retargeting work?
Retargeting is based on the idea that potential customers who have already shown interest in a product or service are more likely to make a purchase.
Targeted advertisement allow you to reach exactly these people and use your marketing budget more effectively.
By constantly adapting advertising to the needs and interests of the visitor, retargeting can also help the visitor identify more strongly with the brand or company and build a positive relationship in the long term.
Why is retargeting so important?
The purpose of retargeting is to increase conversion rates by reminding visitors that they are interested in a particular product or service from you. If a visitor leaves the website without taking an action, such as making a purchase, retargeting can help ensure that the visitor returns and makes the purchase. Targeted advertising also allows companies to promote additional products or services that may be of interest to the visitor.Retargeting is an effective online marketing strategy that can be used by businesses of any size and in any industry. However, it requires careful planning and implementation to ensure that advertising is targeted and effective.
Companies should be aware that retargeting can also be perceived as disruptive if used too frequently or inappropriately.
Create your own retargeting campaign
To create a successful retargeting campaign, there are a few steps you can follow to achieve success:
- Define your target audience:
Before you start your retargeting campaign, you need to define your target group. One way to do this would be to analyze your website visitors and collect data such as age, gender, interests and buying behavior. This will help you better understand your target audience and create targeted ads based on their needs and interests.
- Place the retargeting tag on your website:
This remarketing tag can either be implemented via Google Tag Manager (GTM) or, if you don’t have GTM in use, you can also implement the code directly on your website. This code snippet generates a “cookie” in the user’s browser, which can then be recognized😉
- Create your retargeting list:
After you have placed the retargeting tag on your website, you can create your retargeting list. For this, you need to specify which visitors of your website you want to retarget. For example, you can select visitors who have visited certain pages, e.g. website visitors from the last 30/60/90/xx days, or who have viewed a certain item in your store.
- Create your retargeting ads:
Once you have defined your target audience and your retargeting list, you can start creating your retargeting ads. These should be targeted to the needs and interests of your audience and contain a clear call to action, such as to purchase the viewed product or visit a specific landing page.
- Placing your retargeting ads:
After you have created your retargeting ads, you still need to place them in the right places. This can be done on other websites, social media or via email. It is important that the ads are played in the right places and at the right time to achieve the best effect. Unfortunately, we can’t give you a master plan for this, it depends a lot on your target group and your products.
- Measure and optimize your retargeting campaign:
A successful retargeting campaign requires continuous monitoring and optimization. Regularly measure the performance of your ads and adjust them if necessary to achieve the best effect. Also, make sure your ads don’t appear too frequently or too distractingly to avoid a negative reaction from potential customers.
After you have followed these 6 steps, nothing will stand in the way of your successful retargeting campaign 😊