What is Retargeting? What Does It Do?
Retargeting is a method of online advertising that helps to bring back users who have previously visited your website. Retargeting is based on the idea that users will encounter your brand’s ads while they are spending time on Facebook and Instagram after visiting your website. Retargeting helps to support a conversion loop, which aims to increase the likelihood of users visiting your website again and thus increasing the chances of them making a purchase. It is a sub-specialization of digital marketing, which is becoming increasingly beneficial as the world of digital marketing grows.
How to Retarget?
Retargeting is a method of online advertising where you can target users who have previously visited your website. It is done by placing a pixel code on your website, which users will not be able to detect. When a user visits your website, the pixel code will collect data on their browsing behaviour and then allows you to use this information to display targeted ads on other websites they visit. For example, if a brand has a Google pixel installed on its website and a customer visits the “winter clothing” page but doesn’t make a purchase, that would be an appropriate opportunity for retargeting. These users will then see retargeting ads for the brand’s winter clothing category as they browse other websites. Additionally, the brand can also create a Google image ad with a coupon for winter clothing that is only shown to users who have visited the “winter clothing” page on their website.
On Which Platforms Can Retargeting Strategies Be Done?
Retargeting is commonly used on many platforms today. There are different points to consider when creating a retargeting strategy depending on the platform you choose. These differences arise based on the purpose of the model.
Website Retargeting Ad Model:
This is the most basic retargeting method, where ads are shown to users who have visited the website but haven’t made any conversions. The aim is to show ads related to the brand on different platforms to users who have left the website. This encourages them to visit the relevant page again, thus increasing the conversion rate of the site.
CRM Retargeting Ad Model:
The CRM retargeting model allows for ads to be shown to certain individuals on a specific email list. After uploading the email information of the individuals you want to show ads to on the relevant platform, some matches are made, and then ads are automatically shown to those individuals. Effective use of this model depends on well-evaluated data of existing users.
Social Media Retargeting Ad Model:
The focus of social media retargeting ads is on users who visit the website but do not make any conversions. These users are shown retargeting impressions on different social media channels, thus increasing the conversion rates of the site.
Search Query Retargeting Ad Models:
In the search query model, ad campaigns are directed at a previously unseen (those who have not visited the website) audience. This model allows you to reach new target audiences as users’ search queries on search engines can be targeted. This model allows you to show ads to users who have previously searched for keywords related to the brand during new searches. This increases the chance of reaching new potential target audiences related to the brand and sector.
Dynamic Retargeting Ads:
In the dynamic ad model, users are shown ads related to the products they directly searched for or examined on the website. This way, time-limited coupons or discounts can be offered, or upsell campaigns can be used to redirect the visitor to a different product. The aim here is to regain users who left the website for an unknown reason by showing them ads related to the products they were searching for.
Mobile App Retargeting Ads:
You can show ads to users who visit your mobile site on different mobile apps. People who own smartphones frequently use different apps, therefore these apps can be good tools to display your ads. The goal here is to expose the users who use these selected apps to retargeting.
What is the Difference Between Retargeting and Remarketing?
The difference between retargeting and remarketing is that while both have the same goal of reconnecting with audiences that have previously shown interest in a brand, the strategies used to reconnect with these audiences are different.
- Retargeting uses ads to reach individuals who have visited your website or social profiles while remarketing uses email to reach current or past customers.
- Retargeting is more suitable when the goal is to attract new customers and convert site traffic. Remarketing is more suitable when the goal is to reconnect with existing customers and an email list is available.
Despite these differences, retargeting and remarketing serve the same purpose and are often used together. The choice of which method to use can be determined based on the current situation.
What Should Be Considered When Retargeting?
The design of cookies and the budget allocated for advertising are important factors in successfully implementing retargeting. Choosing Google as the advertising channel can also provide a significant advantage. Google designs ads in a more stable and diverse way, allowing for fewer ads to be shown to customers. This is suitable for retargeting to be more effective.
The advantages of retargeting are one of the reasons why it is a frequently used method. Advantages of retargeting include:
- The ability to target customers who have visited your site, looked at your products, and are in the market research phase, and to influence their purchasing decision.
- Increasing brand awareness by establishing a presence in the minds of potential customers.
- A higher conversion rate as this type of advertising is specifically targeted at customers looking for a product or service. This allows for the advertising budget to be used more efficiently.
- The ability to create more specific digital content ads.
All these advantages make retargeting a frequently used method. With retargeting, success can be achieved in many important areas, from increasing brand awareness to conversion rates. Steps can be taken towards the desired goal using this method.
What Are the Disadvantages of Retargeting?
Retargeting is an extremely efficient and well-designed system. However, it is possible to mention some disadvantages of this method. The disadvantages of retargeting include:
- Advertisements can become overwhelming for potential customers if shown too frequently, leading to negative perceptions of the brand.
- The cookies used to track visitors and potential customers on a website must be well-designed in order to effectively target them. Using tools like Google Ads can help with this.
Retargeting is a powerful marketing strategy, but it’s important to carefully consider when and how to use it. Properly analyzing available data is crucial in making this decision.
