is Retargeting? Everything you need to achieve greater ROI //

Retargeting is a way to keep your brand front and center for potential customers even after they leave your website. It allows you to persuade them to revisit your offer when they are in need.

96% visitors to your website don’t want to buy. This is a significant amount of traffic you are losing. Fortunately retargeting campaigns help you bring back lost visitors.

What is retargeting, and how does it work? Let’s see.

What is retargeting?

Retargeting lets you target specific visitors with ads that have the goal to convince them to sign up for your offer. Because you can show ads to those visitors who have expressed interest in your product, these campaigns are effective.

This is how a Retargeting Campaign works:

Retargeting campaigns can convince reluctant visitors to give you another chance if they are optimized in the right way. Retargeting gives existing customers the opportunity to get new offers.

Retargeting campaigns can convince reluctant visitors to give you another chance if they are optimized in the right way. Retargeting gives existing customers the opportunity to get new offers.

What’s the difference between retargeting and remarketing?

Retargeting and remarketing are very similar because they both serve the same purpose.

• Reach out to people who have already visited your site, and get to know your brand.
• Target people most likely to purchase your product.
• Through brand recognition and awareness, help to build a lasting connection with customers

Retargeting refers to online display ads that are shown on visitors who visited your site but did not take any action. This type of marketing uses tracking pixels or cookies to track the user’s movements after they leave your site.

Retargeting ads can be served via third-party networks like Facebook and Google Display Network. This gives you the chance to reach potential customers across a variety of websites.

If you see this display ad on Facebook, it’s actually a retargeting advertisement.

Remarketing is a way to reach out to visitors who have lost touch via email. To do this, you will need their contact information, including email addresses.

Our What is Remarketing? guide provides a comprehensive overview of remarketing.

What is retargeting?

Retargeting ads don’t require user queries. This is to ensure the right audience sees your ads. To collect data (audience), you can use these two methods for your retargeting campaigns.

1. Retargeting pixels can be used

The most popular form of audience collection is pixel-based retargeting. This works by using a JavaScript code (a “pixel”) that you place on your landing page or website. Once you have attached the pixel, each time a visitor visits your website or landing page, the cookie drops an anonymous browser cookie.

The pixel is sent to your provider, such as Google Ads or Facebook, when the visitor leaves your site and continues browsing other websites.

Pixel-based retargeting ensures that your ads are seen by visitors who have either visited your website or clicked through from your landing page. Pixel-based retargeting has another advantage: visitors can see ads right away that will convince them to return to your offer.

2. Retargeting lists can be used

List-based retargeting allows you to use your customers’ or visitors’ email addresses to show targeted ads. Perhaps you want to encourage your blog readers to download the whitepaper that pops up on your homepage. Or you might want to convince your trial users to upgrade. Retargeting campaigns can be used in both of these situations.

You can start list-based retargeting by simply uploading your email contacts to the retargeting platform you choose. Your audience will start to see your ads while they browse the internet. To convince your audience to return to the offer that interests them, you can send personalized emails.

Retargeting campaign goals

You can set two goals for your remarketing campaigns.

1. Awareness: Awareness is used to inform customers about product features and announcements. This goal is less specific as it targets visitors who have not interacted with your company in the past. As a prelude to your conversion campaigns, you can run awareness campaigns.
2. Conversion:Conversion campaigns are for visitors who are familiar with your brand’s products and services. They haven’t yet committed to an offer so you want to get them to click on your ad and direct them to a landing site. Then, convince them to convert.

No matter what campaign goal you have, audience segmentation is key to creating successful retargeting ads. These audience segments can be used to create retargeting campaigns:

• By your behavior.
• With time.
• Customers already in business

Behavioral Retargeting

Two types of behavior can visitors exhibit when they visit your website:

• Visitors are not interested (they spend less than 5 seconds on your site, so don’t direct them to other pages on your site.
• Visitors are interested (they browse the content of the website and click through to other pages, such as the pricing page or the about us section).

Visitors who are “Not interested” have low intent. Retargeting them with ads will only increase your costs and not improve your ROI. The “Interested” visitors have high intent and are more likely to return to your brand or buy something if you provide the right messaging.

You can create additional segments within the “Interested” audience segment to personalize retargeting ads for people according to the behavior they displayed on your website.

Soft-sell retargeting ads can also be used. These ads ask visitors to sign up for an email list to receive a newsletter or ebook, etc. Visitors who have visited the blog or resources section. Visitors who visited your product page, and looked at your pricing plan are likely to be interested in your hard-sell services.

Time-based Retargeting

This strategy includes three things:

1. The time between the visitor’s visit to the website and the moment they see the first ad.
2. How often visitors see specific ads.
3. The time between the first visitor to the website’s page and the moment they stop seeing retargeting ads.

Both in Google Ads as well as Facebook, the default time period for adding a visitor to your retargeting lists is 30 days. It is important to note that a visitor can reset the 30-day cycle by visiting the website again within 30 days.

Depending on the campaign, both advertising platforms offer the possibility to increase or decrease this limit. Be careful not to display your ads too quickly as this could cause irritation and negative impressions about your brand. This is especially true if a visitor has only spent a few seconds on your website.

You should also consider how often your ads are seen by visitors. It is not a good idea to show the same ad on more than one website.

Retarget existing customers

Retargeting customers is a great way to reach them with retargeting campaigns. This can be done after you have released a new feature, or an update to your pricing plan. These campaigns can produce great results, especially for customers that are not very active on your platform. Maybe the new feature can encourage them to be more active.

You now know the goals and how to segment your audience for your retargeting campaign.

How does Google Ads retargeting campaigns function?

This is how a typical Google Ads Retargeting Ad looks:

Google Ads retargeting allows you to customize lists lists and run tests such as frequency caps testing, ad testing custom combination testing, bid testing, and so on. These types of retargeting campaigns are also offered by the search engine advertising network:

1. Standard Remarketing: showing past visitors ads as they visit Display Network sites and use Display Network apps.
2. Dynamic Marketing: Visitors will see ads that highlight specific products and services they have viewed on your site.
3. Mobile App Remarketing: Display ads to users who have used your app or website.
4. Remarketing lists for ads: Display ads to visitors while they search for what they are looking for on Google.
5. Video Remarketing Display ads to viewers who have viewed your YouTube videos.
6. Email list remarketing: Upload your customers’ emails. These visitors can view your display ads when they browse different websites.

Your retargeting ads will be seen the most if you run them through Google.

How to retarget Facebook

Facebook retargeting lets you track conversions and optimize ads based upon the data you collect from your campaigns. This allows you to create better ads in future.

This is how a Facebook retargeting advertisement looks like.

img alt=”This is an example of APPSUMO retargeting ad.” class=”alignnone size-full wp-image-177538 lazy lazyload” data-original=”https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo.png” data-src=”https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo.png” data-srcset=”https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo.png 300w, https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo-24×21.png 24w, https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo-36×32.png 36w, https://storage.googleapis.com/website-production/uploads/2022/12/retargeting-ad-appsumo-48×42.png 48w” height=”263″ sizes=”(max-width: 300px) 100vw, 300px” src=”data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAAAXNSR0IArs4c6QAAAARnQU1BAACxjwv8YQUAAAAJcEhZcwAADsQAAA7EAZUrDhsAAAANSURBVBhXYzh8+PB/AAffA0nNPuCLAAAAAElFTkSuQmCC” width=”300″/>

Meta Pixel can be used for retargeting campaigns and visitors can also receive Instagram retargeting ads. .

Retargeting ads optimized

Retargeting campaigns are essentially display ads that use images and video to engage viewers.

You can create Facebook retargeting ads that are effective by making sure the copy and image match the offer or product feature you want to attract attention to.

You can create different display ads for each segment of retargeting audiences to make sure you are creating ads that appeal to the person you want to reach.

These elements make up an optimized retargeting advertisement:

1. A compelling headline: It should relate to your visitors’ experience on the website. It should grab their attention.
3. Use relevant, visually appealing media: Your display ad can contain an animation or a static picture. The media you choose should relate to the offer being highlighted in the ad copy.
5. A clickable CTA button: It should be in a contrast color and include actionable, personal copy. (e.g. (e.g.
7. Useable copy: Display ads don’t need a lot of copy. You only have a few characters to describe the offer. Ad copy that is concise and gives visitors an incentive to click will get more clicks.

Marketo’s retargeting ads are perfect for optimizing your business.

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• The headline tells the visitor what they will get when they click on the ad.
• The CTA buttons are contrasted with the rest.
• This image is relevant for the offer.

After Marketo’s online users click on the ad, this dedicated landingpage continues the conversion process:

Retargeting ads should be linked to landing page rather than the homepage. This is because landing pages can offer better message matches and the best 1:1 conversion rate to convince them to convert.

You have the unique opportunity to appeal to audiences using the same message that prompted them to click on the ad. This allows them to see the message clearly and increase their likelihood of clicking the CTA button.

Typeform’s landing page and retargeting ads are optimized for conversions.

With the help of relevance and conversion-centric elements, optimized landing pages can help you convert warm leads to hot conversions. For help in creating a perfect landing page, check out our page design guide.

Retargeting campaigns can be leveraged more effectively

Retargeting offers you amazing opportunities to target the exact customer you desire. It also gives you an opportunity to show your brand and message to people who already have expressed interest. Don’t waste your time by redirecting visitors to pages that don’t convert immediately for a particular offer, such as a cluttered homepage.

To get the best out of your campaigns, create optimized retargeting ads. Connect them to specific landing pages. Instapage is the best option because it allows you to customize everything and can convert clicks into sales.

Schedule your Instapage demo today.

Author: Fahad Muhammad