Why you should be using retargeting ads NOW!

You’ve got potential customers on your website, great job! But what if they leave without taking action or making a call? In today’s fast-paced world, it’s easy for people to forget, which is where Retargeting Ads come in.

They offer you the chance to remind your visitors of your brand and product, even after they’ve left your site.

How would you make them; first, remember your brand and second, your product? Well, a great branding, public relations and customer handling, etc. can help you tackle the first question.

But what of the second question? That’s when retargeting ads comes in.

What IS meant by “Retargeting Ads”?

When businesses serve or retarget to you their ads after you visited their website or application, engaged with the contents present, but did not take the desired action, such as making a call (pay-per-call model) or making a purchase (pay-per-click model).

Retargeting acts as a reminder as it encourages users like yourself to return and complete their journey. Recall the times you would have seen ads of the products you were window shopping for on social media platforms.

Yes, it does feel like a glitch in the matrix. But that’s not it.

Such ads are often displayed to audiences, like yourself, across numerous websites, apps, and social media platforms after they’ve left your site, ensuring that your brand remains top-of-mind.

As mentioned above, with the fast paced living of the audience now, we should be lucky to have their attention in the first attempt.

Retargeting gets you the second chance to convert these first-timers into customers.

Why should you be Retargeting Ads?

That’s a rhetorical question.

If you are not mentally convinced to try retargeting ads with what we said above, read on.

Below are the advantages for retargeting ads:

1. Higher conversion rates

Users who have already shown interest in your products or services are targeted, making them much more likely to convert compared to a cold audience.

This is one of the most significant benefits of retargeting ads is the ability to boost conversion rates.

2. Improved brand recall

Retargeting is the flag bearer of brand recall.

With them being sent tons of emails, texts and video sales letters, first time viewers are expected to forget or ignore the ads you run.

Retargeting ads repeatedly show your products/services to people who interacted with your site, increasing their chances of remembering your brand.

3. Re-engagement of interested users

Users are encouraged to return to your site and complete their journey, right from where they left off.

This re-engaging builds interest and arouses the users to take the desired action, such as making a call or filling out a form.

4. Personalized ads for better engagement

When users are shown personalized ads, they are bound to think that the product/service is made just for them.

This also opens up the possibility of acquiring relevant data from the relevant audience. And relevant audiences powered up with retargeting ads provide chances of better engagement.

5. Cross-selling & upselling opportunities

By showing related products or offering upgrades, you can increase the overall value of each customer transaction, when your retargeted ads bring customers back to complete purchases but also to cross-sell and upsell products.

How Retargeting Ads help increase conversions

Unlike cold ads, which target random audiences who know nothing about your brand, retargeting gets close to people who’ve visited your website, clicked on a product, or interacted with your content.

This makes these users more likely to convert since they’ve already shown an interest towards what you and your brand offer.

Retargeting ads showcase the same interested-in products/services, and nudges the users to complete their purchase.

How?

A user can be shown personalized ads like; ads showcasing a tshirt, previously surfed for by the same user, with his or her tshirt size and fitting.

This personalized approach increases the chances of conversion as the ad feels more personal, relevant and engaging. And at the end of the day, this helps in reducing cart abandonment, a severe bottleneck for decreasing conversions.

Pro tip: pair your retargeted ads with special offers or discounts to encourage them to complete their purchase.

Types of Retargeting Ads

1. Pixel-based retargeting ads

A small piece of code (called a pixel) on your website is placed/embedded.

Now, when a user visits your website, the pixel code tracks their behavior on the website and stores data about their visit. And when they leave without converting, retargeted & personalized ads are shown to them as they browse other websites or social media platforms, in real time.

This allows retargeting ads featuring that product to follow the users across the web, prompting them to return to your site.

2. List-based retargeting ads

This is useful for businesses that have an existing customer base or email subscribers.

This method works by using a list of information that is already collected like email addresses or phone numbers. This list is uploaded to the platforms where you run the ads.

For example, Facebook then matches and retargets the information from the list to the profiles in its database, allowing the ads to be shown to the specific individuals.

3. Search retargeting ads

This type of retargeting focuses on users based on their search history.

This method presents your ads to the people who searched for the product/service you market, majorly, via keywords, even when they haven’t visited your website.

This type of retargeting helps you reach users who are in the research phase, a phase where users make their minds to buy.

4. Social media retargeting ads

If a user interacts with your brand’s social media ad but doesn’t take further action, you can retarget them with ads that would appear in their newsfeed, stories, or sidebars.

Social media retargeting is particularly effective because these platforms offer a variety of ad formats, including carousel ads, video ads, and dynamic ads that can show specific products users have viewed.

5. CRM retargeting ads

This is similar to the list-based retargeting, except it is more inclined on using information from customer relationship management (CRM) systems.

Based on where they are in the customer lifecycle, you can retarget existing customers based on specific actions they’ve taken.

6. Dynamic retargeting ads

Dynamic retargeting allows you to show ads featuring the exact products, often with additional details like pricing or special offers, to the users surfing for them.

This highly personalized form of advertising increases the chances of conversion because it directly addresses the user’s individual interests.

And is great for e-commerce businesses.

7. Cross-device retargeting ads

This approach makes sure that your ads follow users from their phone to their laptop or any other device they use, providing a seamless experience regardless of the device they use.

For example, a user might browse your site on their phone and find an ad of the same product they were looking for on their other device(s).

Again, this might feel like a glitch in the matrix, but that’s not it.

Setting up a Retargeting Ads Campaign

1. Define your audience & segment them

Who are you trying to bring back to your website? Is it users who visited your homepage? People who viewed specific products?

Or perhaps those who added items to their cart but didn’t complete the purchase?

Identifying the right audience segment is crucial because each group of users may require different types of retargeting messages.

Users who viewed a product page but didn’t add anything to their cart might need different messaging than those who abandoned their cart at checkout.

Segmenting your audience allows you to create highly targeted ads that relate and affect more effectively with each group.

And each group of users might mean a different set of budgets and costs.

2. Choose which ad platforms to use

Platforms like Google Display Network (GDN), TikTok, Twitter, Facebook, & Instagram are popular ways for retargeting campaigns.

Each platform offers its own unique advantages, so it’s essential to choose the ones that best align with your target audience’s online behavior.

For example, if your customers spend a lot of time on social media, Facebook and Instagram might be the best platforms for your campaign.

3. Creating effective & efficient retargeting ad creatives

Your ads should be visually appealing, clear, and have appealing ad copies & compelling call-to-action (CTA).

Since you’re targeting users who are already familiar with your brand, it’s essential to tailor the message to remind them why they were interested in the first place.

For example, a retargeting ad could include phrases like “Still interested?” or “Don’t miss out on this deal!” to encourage action.

With that being said, you should also check for the frequency cap.

Without a frequency cap, users might get annoyed and build a sour taste for your ads and, eventually, your brand.

A good rule of thumb is to limit ad exposure to 3-5 times per week per user. This allows your brand and ad visibility to NOT be overbearing.

Common mistakes to avoid when Retargeting Ads

1. Overexposure

While it’s important to keep your brand in front of users, too many ads can annoy potential customers and lead to ad fatigue. To avoid this, set frequency caps and avoid showing the same ad too often.

2. Failing to segment your audience

One-size-fits-all approach may sound cool but it is not realistic when it comes to ad campaigns, especially, retargeting ads.

By segmenting your audience based on their behavior or interests, you are able serve more relevant and personalized ads, leading to higher engagement and conversion rates.

Conclusion

By specifically targeting users who have already interacted with your website or product, you’re reaching an audience that’s already shown interest, making them far more likely to take the next step, whether that’s making a purchase, filling out a form, or making a call.

As digital environments become more competitive, it’s increasingly difficult to grab and retain user attention on the first go.
Retargeting helps to fill this gap by serving as a reminder to users who, for one reason or another, didn’t take the desired action the first time they visited your site.

From higher conversion rates and improved brand recall to more personalized customer journeys and cross-selling opportunities, retargeting ads offer businesses a second chance to win over customers.

By employing various retargeting strategies, such as pixel-based retargeting, list-based retargeting, and dynamic retargeting, you and your business can ensure that your ads reach the right people at the right time, and across the right devices and platforms.

Done right, retargeting ads can be a game-changer in increasing conversions and growing your business.

Siddharth Roy

Siddharth Roy

Siddharth Roy is the Social Media Executive at Adsparkx, and is a fan of rain and sunsets. With experience at NDTV Pvt. Ltd., including contributions to the Gadgets 360 Show, Siddharth has a knack for crafting engaging content on topics that pique curiosity. Outside of work, Siddharth is constantly seeking self-improvement through deep reflection. And when he's not focused on personal growth, he is Batman.

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