What Is Retargeting? A Beginner's Guide to Super Effective Ads

January 23, 2024

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Have you ever shopped for a product online and then afterward seen ads for it everywhere? Well, friend, that's retargeting. 

Retargeting is an online advertising technique that helps you target people who have already visited your website, and it's incredibly powerful for turning "window shoppers" into purchases. It's why 77% of marketers turn to retargeting to boost their results.

In this article, we'll explain what retargeting is, how it works, and share some tips for getting started. 

What is Retargeting?

So, retargeting is a type of online advertising that uses cookies to track website visitors and then display targeted ads to them as they browse other websites. It's an effective way to reach people who have already shown interest in your website, products, or services.

In general, retargeting works by placing a small piece of code, called a pixel, on your website or social media account. The pixel tracks visitors to your website and stores their information in the form of cookies. Then, when they leave your website and visit other websites, retargeting ads are displayed to them based on their browsing history.

If you've spent any time online in the last decade, you've definitely experienced retargeting as a consumer. And while it may be annoying, there's a reason companies continue to use it. Namely, it's super effective.

According to recent retargeting research

  • People who see retargeted ads are 70% more likely to purchase.
  • Web traffic boosts by up to 700% when companies use retargeting.  
  • Retargeted ads perform 10X better than regular ads. 

So, retargeting can have a pretty powerful impact on your business! While we've mostly talked about website retargeting, there are actually several types of retargeting that you can use to reach potential customers. The most common types are:

  • Site Retargeting: Site retargeting uses cookies to track visitors to your website and then displays ads to them as they visit other websites.
  • Search Retargeting: This type of retargeting uses search engine data to target users who have searched for specific keywords or phrases related to your brand.
  • Social Retargeting: Social retargeting uses data from social media platforms such as Facebook, Twitter, and Instagram to target users who have interacted with your brand on those platforms.

So, can you start using retargeting in your business?  

How to Create an Effective Retargeting Campaign 

Creating an effective retargeting campaign isn't as difficult as it sounds. Here's a step-by-step guide to help get you started:

Step One: Set Clear Goals 

Before you start retargeting, it's essential to set clear goals. What do you want to achieve with retargeting? Are you looking to increase brand awareness, boost conversions, or something else?

Get really granular with what you hope to achieve. Retargeting is just like any other type of ad campaign. The clearer you can get with your goals, the better. Try to set overarching goals (like, "get more leads") and defined numerical goals (like "10 more leads per week"). 

Additionally, take some time to set budget limits, too. While retargeting can be powerful, it can also run up your ad spend if you aren't careful.  

Step Two: Identify Your Audience

Before you start creating any ads, it's important to identify your target audience. Who are you trying to reach? What kind of people are most likely to buy your products or services?

Identifying your ideal audience will make it much easier to craft compelling retargeting ads for them. 

Step Three: Find the Right Retargeting Tools for Your Goals 

The next step is to choose your retargeting tool. There are many popular retargeting tools on the market. Some of the top options include: 

  • Google Ads: Google Ads allows you to target users based on their search queries, website visits, and more.
  • Facebook Ads: Facebook Ads allows you to target users based on their activity on Facebook and other websites.
  • AdRoll: AdRoll is a retargeting service that allows you to target users based on their activity across the web.
  • Bing Ads: Bing Ads is a retargeting service that allows you to target users based on their search activity on Bing.
  • ReTargeter: Like AdRoll, Retargeter is a retargeting service that allows you to target users based on their activity across the web. 

The right one for you will depend on your specific retargeting goals and budget.

Step Four: Create Relevant Ads

Once you've chosen a tool, you'll have to start creating ads. You want to ensure your retargeting ads are relevant to the user viewing them. 

For example, if a user has visited your website and looked at a specific product, your retargeting ads should feature that product. Alternatively, if you're retargeting people who've interacted with similar brands on Facebook, your ads should revolve around that. 

Be creative with your ads, but make sure to be relevant. Retargeting gains its power by being able. 

Step Five: Track, Test, and Adjust 

As with any type of advertising, you want to track performance. For example, with retargeting, you want to ensure you track metrics like cost per click, click-through rate, and conversions. 

If something isn't working, testing different variations and ads can help you discover which ones work best. Try different images, ad copy, and targeting options to see which ones have the best results.

Make adjustments as you continue to run your ads to ensure you're getting the best results possible. 

Get Started with Retargeting 

Ultimately, retargeting is a powerful tool to help you reach more potential customers and boost your online sales. So, if you're looking for better results, retargeting is an excellent option to try. 

Follow the steps above and choose a retargeting tool that makes sense for your goals and audience, and start reaching more potential customers today!