A great way to set up a successful campaign is to run it via retargeting. This article explains what retargeting is, as well as what its many benefits are.
What is retargeting?
Retargeting, also known as remarketing, is a form of online advertising where you target people that have already shown interest in your brand before. Retargeting is based on previous actions that a certain person has made on any particular medium. Installing a tracking point on your website allows you to see which people showed an interest in your website and its services or products. Based on those tracking points, a retargeting campaign will be set-up, making sure to target only these interested consumers. Retargeting requires the installation of a tracking point. It’s not possible to set up a retargeting campaign without an initial tracking point.
Why you should retarget
There are several benefits to setting up a retargeting campaign. The first visit of a potential consumer rarely leads to hard conversions, meaning that a consumer most likely needs to be reminded a few times, before he or she will go over to action. retargeting allows you to target those consumers who already showed an interest before, thus increasing the chances that the person will visit the website again, and go over to the completion of a hard conversion. As a result, retargeting campaigns usually lead to higher results than just running an initial cold targeting campaign.
You can customize retargeting as much as you want. For example, it’s possible to target consumers that have or have not visited a specific web page in any amount of time. It’s also possible that a visitor needed to click on more web pages than just one. You can also choose to target people that visited at least one of those web pages. Lastly, you can also combine different strategies by adding new retargeting criteria as a new rule. These campaigns will run next to each other.
When looking at time frames, it is also possible to divide visitors on these kinds of terms. For example, setting up criteria that visitors have only visited the website in a window of no longer than 30 days. Or one day, or two months, whatever you think is best.
Last but not least, it’s also possible to target visitors on their banner click history. For example, exclude visitors that have already clicked on the banner before.
Retargeting sources (social media, search ads, website visitors, and specific website actions)
There are several sources that provide the initial targeting data. Installing a pixel on your website enables you to track cookie history. With that same pixel, it is also possible to track which IP address has shown interest in the brand before.
Segment users by the level of interaction
A great way to achieve good results with retargeting campaigns is to segment the users by the level of interaction. When setting up a retargeting campaign, you can decide to increase the bid price of consumers that have shown an interest in the brand very recently. This way, you increase the chances of winning the online bids of the consumers that are most likely to convert.
Summary
There are several benefits to choosing a retargeting campaign. With retargeting, you can reach just the people who have shown an interest in your brand before. By reaching people who are already familiar with your brand and who have completed a certain action, you increase the likelihood that they will convert. It is possible to customize a retargeting campaign as much as you want. There are many great customization options in terms of criteria a visitor should meet, as well as the time and click history.