Retargeting 101

Jul 19, 2018 | B2B, Digital, Web Services

In an age where e-commerce is outplaying the shopping mall, about 70% of customers still abandon their full carts after browsing your website. How do you get them to check out?

Retarget them.

What is retargeting?

Retargeting is commonly defined as “turning window-shoppers into buyers.” It is the process of reaching the same audience with the same overall message, but in a way that entices them to actually convert.

Why retarget?

Retargeting helps to reach the 98% of potential customers who browse but do not take an action.

Marketing’s “Rule of Three” tells us that it takes at least three times to encounter a brand’s message before a consumer will take an action on it. For most of your audience, seeing your ad one time will not be enough.

How to retarget without being intrusive:

Get as specific as possible.

Knowing your general audience’s profile is only half the battle. You need to constantly revisit and adjust your targeting list.

Who in your audience has already converted? Remove them from the retargeting. Which visitors were interested in which products? Segment them accordingly and tailor the message just for them.

Have a clear call to action.

Selling a product? Most visitors respond best to a special offer exclusive to your site.

Be timely about it.

The more refined your timing is, the higher chance you’ll have of them converting. Your industry helps to determine when to do so. For travel, it is good to retarget as soon as possible. For luxury goods, it may be best to wait a little bit.

Use a landing page tailored to your specific audience.

Avoid leading users to a generic landing page on your website. Rather, lead them to one that will capture their contact information, and provide specific information or offers that they are interested in.

Best Ways to Retarget:

Use Facebook Pixel on every page on your website that you want to track. Create “custom audiences” for even more detailed data.

Use Google’s “shared library” and specify any URLs you want to use to track and build audiences with.

Use email marketing. Didn’t get a good open rate? Resend the same email a week later with a different subject line. You can also create a custom audience on Facebook and run ads to those not opening your e-mail by sharing your list to Facebook.

Use Google to create Remarketing Lists for Search Ads (RLSA). These lists allow you to customize campaigns for previous website visitors when they’re searching for something in Google. RLSA is a cheaper method than standard Google ads because they target people already familiar with your brand. In Google Analytics, set up your custom audience, create a search campaign in AdWords with the RLSA, and track your conversions.

Turning prospects into customers is rarely a one-shot process. The more you tailor your campaign to reach them, the better your chances of bringing them to the bottom of the sales funnel.

Want some help retargeting prospects and turning them into customers? That’s our specialty.