Digital Marketing

In the world of digital marketing, not every visitor to your website or social media page will immediately make a purchase or take action.

Retargeting

In fact, most won’t. But what if you could bring those lost potential customers back? That’s where retargeting (or remarketing) comes in—an incredibly effective tool that lets you re-engage people who have interacted with your brand but didn’t complete a desired action, such as making a purchase, signing up, or downloading an app.

Identity

Above all, remember that authenticity is key—your brand identity should be a true reflection of who you are as a company, and that sincerity will attract loyal customers in the long run.

Cohesive

By defining your brand values, creating a cohesive visual identity, engaging with your audience on social media, and leveraging content marketing and influencer partnerships, you can cultivate a brand that resonates with your target audience.

Retargeting

In this article, we’ll break down the basics of retargeting, how it works, and tips to help you use it to win back lost customers.

Building

Building a strong brand identity through digital marketing takes time, effort, and consistency.

Complete

By showing them relevant ads or content after they’ve left, you keep your brand top-of-mind, increasing the chances they’ll return and complete that action.

Retargeting

Retargeting uses cookies or tracking pixels to track users' online behavior and then serve them ads that are tailored to their previous interactions with your brand.

Retargeting

Retargeting is a form of online advertising that targets individuals who have previously visited your website, interacted with your content, or used your app but did not take the final desired action (like making a purchase or subscribing to your newsletter).

displaying

This is the most common type of retargeting. It involves displaying ads to users who have previously visited your website but didn’t convert. These users may have browsed specific product pages, added items to their cart, or just checked out your homepage.

Tracking pixel

Retargeting relies on the use of a tracking pixel or cookie placed on your website. When visitors land on your site, the pixel collects information about their behavior (pages visited, actions taken, time spent on the page, etc.). Once they leave your site without converting, your retargeting campaign targets them with specific ads that encourage them to return and take the desired action. Someone browses your e-commerce site and adds a pair of shoes to their cart but leaves without purchasing. Later, they see an ad for those same shoes on social media or other websites they visit.

Respond promptly

Respond promptly to inquiries and handle complaints with care. Your customer service should reflect your brand’s commitment to quality and customer satisfaction. With social media retargeting, you can show targeted ads to users who have interacted with your social media content—whether by liking a post, commenting, or even just viewing your page.

campaigns

This involves retargeting users who have interacted with your email campaigns but did not convert. For example, you may send a follow-up email offering a discount to customers who clicked on a product but didn’t purchase. A user watches a video on your Instagram but doesn’t take further action. You can retarget them with an ad encouraging them to purchase the product featured in the video.

Purchase

People don’t always purchase on their first visit. Retargeting keeps your brand top-of-mind as users continue their online journeys, which increases the likelihood they’ll come back and convert. Studies show that retargeted ads can increase conversion rates by up to 150%. Since the user has already shown interest in your brand, they’re more likely to return and follow through on the conversion. A user clicks on a link in your email offering a special deal, but they don’t complete the purchase. You can send them a targeted email reminding them of the offer or sweeten the deal with a coupon code. Retargeting is often more cost-effective than traditional advertising because you’re targeting an audience that has already interacted with your brand, making them more likely to convert. This means your ad spend is directed towards individuals who are further down the sales funnel.

Searches

By showing users ads that reflect their previous behavior, retargeting ensures the ads are more relevant, which leads to higher engagement and conversion rates. A user searches for “best running shoes” but doesn’t click on your site. Later, they’ll see ads for your running shoes while browsing other websites.