If you are a regular online shopper, you may have seen a recently published ad for a product or service that you have been looking for (or maybe even bought) and thought, “How did that company know that I recently checked out its products?”
And you’re not alone for thinking that: 3 out of 5 online shoppers say they noticed advertisements for products that they had looked for on other websites. No, these companies don’t stalk you, they just retarget you.
One on one
What Exactly is Retargeting?
Google calls re-targeting the practice of displaying an ad on one website for something viewed or searched on with another site. One key thing to remember is that retargeting focuses exclusively on people who have already visited your website: it works best in combination with other digital and traditional advertising methods. Retargeting ads are likened to sending a digital postcard to your favorite customers. When properly applied, retargeting will improve the result of all your other marketing channels.
How does Retargeting work?
To make this magic happen, only a small fragment of code on a web page, sometimes called a pixel is needed. This pixel gathers anonymous visitor data including visited sites, time spent on your site, and places an anonymous retargeting ‘cookie’ in visitor computers. This cookie gives rise to a trail of crumbs, while potential customers can surf the web, which then triggers ads for these same visitors from Facebook to Instagram to Quartz – on different websites across the internet.
What are the different Retargeting types?
Two types of retargeting campaigns are available: list-based and pixel-based.
How these two campaigns operate is different, but each has a specific set of advantages, which will provide your company with the ability to deliver based on your advertising objectives.
Pixel-based advertisements are a way to display your goods or services to a person who has viewed your website anonymously. Pixel is the most common type of retargeting in marketing between both methods.
This means that when a potential customer visits your website without buying anything, then they leave and search the internet – the cookie then lets you retarget that specific visitor with exclusive ads that might show your product or service again on a different website or social media platform. These ads are picked based on the pages they visited or lingered on while on our website!
What is the value of pixel-based retargeting?
By using pixel retargeting, the targeted ads can be shown to the user directly after the website has been browsed so that they don’t forget your product or brand. Moreover, ads are also selected based on the behaviors of the visitor on your site.
The downfall of pixel retargeting is that not as many people use the campaign at the same time because this kind of retargeting is all about how often people come to your website, how long they look at, and leave specific pages. It might be used sparingly or frequently based on your website traffic.
List-based retargeting works once the information of a customer is available in your database.
You can use this tool for a retargeting campaign on Facebook if you have a list of customer emails. Facebook will then show all the accounts registered on its platform, allowing you to serve your ads to only those accounts.
Retargeting lists allow you to create highly customizable advertisements based on your customer’s behaviors. The biggest drawback of list-based advertising is that you won’t see the ad if the email address they gave to you doesn’t match with the email address they used for Facebook.
How to Optimize These Ads
There are several important elements to create a successful display ad. To keep your audience involved with your ads, you need to utilize a mix of rich media, videos, and images.
To ensure that you establish efficient retargeting ad success, it is important to ensure that the copy and the image are appropriate for any product or hair surgery service that your visitors are interested in.
Here are some tips for ensuring your retargeting ads are optimized correctly:
Use an Engaging Headline
Make sure the title describes exactly what your visitors will experience on your website. Find a way to get your viewers’ attention.
Use the right media form
Find attractive statistics, a unique video or an exciting animation to publish with your ad. Make sure that the media you show is appropriate for the ad you display.
Include a CTA
Make sure that the CTA has a personalized, yet actionable sentence.
Successful Ads for Retargeting
Like all other forms of marketing, retargeting is something you have to commit to if you want to see great results. You may need to tweak the hair surgery ads to suit the customers’ needs perfectly.
Your main aim is to sell your goods and services to people who have shown previous interest in your products. The better you get to know your audience through marketing fundamentals, the better you can manage them through your company’s marketing funnel.
Posting and running an ad is easy, but your ability to segment and target your customer’s needs will provide your hair surgery business with the real value an ad can provide. While a widespread ad works to reach a group of people in your audience, all well-structured retargeting ads will be more effective and provide you with the results that you want.
Are you looking for other ways to increase the leads for your company, but can’t seem to get your plans off the ground? We’re here to help!
If you’re ready for more powerful retargeting tips to help your company win the algorithm and your competition use the below button to learn more!