RETARGETING CAMPAIGNS

• Strategies to motivate the website visitors to return and convert

• High engagement rate of retargeting campaigns



• Attract people to your website who have certain similarities with your customers

Today, companies don’t restrict marketing to one channel. Operating on multiple channels helps businesses to reach their potential customers, who are active online, via various platforms.

In order to remember your brand, product or service and take desired action, a prospective customer needs to view your website up to seven times. Everyday, people view an overwhelming number of ads and therefore, communicating attractive marketing messages on a regular basis, matters.

After seeing a message several times, people begin to like it because it’s familiar to them.

As already explained, the majority of users won’t convert on their first visit to your site.

The question arising here: How to get the website visitors to return and convert?

Retargeting refers to online placement of ads to be viewed by people, who interacted with your website, in specific ways. These ads are placed either via Google Display Network or Facebook.

After a visitor enters your website, clicks on pages, products, takes a certain action – a cookie is set and you can use the information related to the visitors’ action, ensuring the visitor sees ads based on the interaction, once they leave the website. Via Google Display Network, the ads are shown to your website visitor on other sites that your visitor uses regularly.

On-site and Off-site Retargeting Campaigns

Targeting on-site interactions is attractive as it involves people who already noticed your brand, visited your website, know something about your products and services but have not completed the sale.

Some options to target individuals who already expressed interest in your brand:

▪       Targeting based on how they found you (on Social Media, via search etc)

▪       Targeting based on a product/service they interacted with

▪       Targeting based on email addresses of those who have shown interest, but haven’t purchase yet

Apart from on-site interactions, retargeting can be based on off-site interactions. People who haven’t visited your website yet, but have certain similarities with your customers. You aim at getting them to visit your website and convert them from visitor to customer. The targeting here looks at their searches.

At KOSADEL, we create strategies to successfully retarget individuals. Some targeting can be based on interactions with content distributed via Facebook pages or an app too.

In fact, retargeting campaigns show much higher engagement than non-retargeting campaigns, because people already noticed your brand and have expressed interest in it.

Apart from retargeting, there is also remarketing. They are not the same. Leaving aside the terminology, it’s good to understand the strategies. We recommend both retargeting, as well as remarketing (read more about remarketing) as part of your marketing efforts. Below, we explain the elements and challenges of retargeting campaigns.

Creating a strong Retargeting Campaign

Running a retargeting campaign via Facebook Ads or Google Ads, that is based on all visits during a certain amount of days is simple, but not the most efficient way.

Imagine, one person reads your blog and bounces. Another person views your blog, as well as a product page including prices and leaves. Targeting both with the same ad isn’t the best solution, because they each might be at a different stage of their buyer’s journey.

Our KOSADEL team specialises in solutions that are hyper-focused. We analyse customer’s journey and offer different ads to different preferences. One may be happy to be offered a 30-day free trial, whereas, another might enjoy seeing the advantages of using a product/service they previously viewed on the website.

What needs to be considered in running retargeting campaigns:

▪       Retargeting specific URLs

▪       Choosing the right amount of time and frequency

▪       Custom audiences

▪       Creating specific lists

▪       Creating landing pages with specific goals

▪       Using clear CTAs

▪       Retargeting unresponsive email subscribers

▪       Lead Ads (effective on Facebook as people not forced to leave Facebook)

A specific retargeting campaign will be considered as interesting, as it focuses on single products/offers that people are very likely to purchase. It is crucial to target people by their specific actions on your website. 

Retargeting Campaign Challenges

Many companies fall victim to retargeting mistakes. One of the basic mistakes is to retarget everyone who lands on the website. Why? Because retargeting everyone the same way, without hyper-focusing on their preferences, usually leads to low conversion rates.

Many years of combined experience, has taught us that segmenting is the area where many campaigns fail. Segmentation is critical, from producing a creative to allocating the right spend. In retargeting, some companies don’t apply appropriate segmentation, which means they waste money. We make sure that the segmentation is meaningful – based on behaviour, visited pages and actions taken/not taken. We also pay attention to geography, estimated customer lifetime value and more.

Some companies forget about user consent, data protection and GDPR and proceed without user’s authorisation. Without consent, one shouldn’t capture data. For example, it matters whether app retargeting is connected to the use of sensitive data, such as email addresses, phone numbers, device ID's and in-app actions.

Let’s work together. Contact us to discuss your retargeting preferences. 

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