Tag Archives: remarketing ads

Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Jan 8 , 2021

With the ability to track almost everything online these days, effective retargeting ads are a great marketing tool that can help grow your ROI.

Here you’ll find:

  • The slight difference between retargeting and remarketing
  • Steps to create a successful retargeting campaign 
  • Key elements for an effective retargeting ad
  • The benefits of running these ad types

Wouldn’t it be nice if everyone who stumbled upon your ads or website for the first time was primed to buy? A marketer’s dream!

But the reality is that, for about 96% of visitors, it’s just not true. That’s why retargeting can be such a powerful tool.

As a highly effective way to turn window shoppers into eventual leads, retargeting ads that speak to the right people can be a game-changer for your business. These are ads that populate around the web for those who have visited or otherwise taken interest in your business, but haven’t yet become customers.

The difference between retargeting and remarketing

In recent years, the fine line between retargeting and remarketing has become blurry. This has led to many using the two terms interchangeably. While retargeting and remarketing are both tactics to re-engage consumers, there are a few slight differences between the two.

Remarketing focuses on one platform — such as email — to re-engage site visitors and, often, previous customers. On the other hand, retargeting uses ads through paid media, such as paid search or paid social ads, to re-engage consumers who showed an interest in your brand. 

Retargeting ads are shown to consumers who have recently taken certain actions on or off your site, but didn’t follow through with a sale.

Ever clicked on a product like a pair of shoes or headphones while scrolling on a website, then moved on without adding to cart? If you log onto another site like Facebook and see an ad pop up for that exact product, you’ve experienced retargeting. 

Retargeting is a proven way to increase visitors’ chances of following through with a purchase than first-time visitors. In fact, Search Engine Land states that retargeted website visitors are 43% more likely to convert. 

Now that we’ve cleared up the difference between retargeting and remarketing, let’s dive into the four steps for creating an effective retargeting ad.

retargeting ads blog

Retargeting an email list is another one of the best ways to connect with those already familiar with your brand, so you can continue building a lasting relationship. (Image via Unsplash)

1. Determine advertising platforms

As with any marketing strategy, you want to ensure your message resonates with your target audience. You also want it to show up where they spend their time online. The same concept is true for your retargeting ads. You should choose the advertising platforms that’ll be most effective for reaching the people you want to retarget.

Popular advertising platforms include Google, Microsoft, and social media platforms. Take a closer look at your audience’s demographics and habits to determine the most effective platform for running retargeting ads.

Understanding your targeted audience will ensure you’re reaching the right people in the right places with the right messaging. This way, you won’t have to worry that you’re blowing your advertising budget on ineffective ads. 

2. Collect data for retargeting campaigns

Retargeting ads are prompted when a user takes a specific action. So, how do you ensure these are the people who see your ads? Collecting data for your specified actions is essential to creating an effective retargeting campaign. 

Two common methods for collecting this data are through using pixels and creating manually gathered lists. Installing a tracking pixel may require a bit of technical knowledge. If necessary, sync up with your go-to tech or dev pros, or the marketing agency you partner with, to make sure this is set up properly. 

Retargeting an email list is another one of the best ways to connect with those already familiar with your brand, so you can continue building a lasting relationship.

Using a retargeting pixel

A pixel is a piece of code embedded into the HTML on your website, landing pages, online ads, or emails. Once added, it begins tracking different data about visitors through their browser and passes on the information to the preferred advertising platform. 

If a visitor leaves without completing the desired action, your chosen advertising platforms will be alerted that they should be served relevant retargeting ads. This method is an instant, ultimately hands-free option for ensuring the right people see your ads. 

Using retargeting lists

List-based targeting is a way to re-engage the customers or website visitors whose emails you’ve already collected, possibly via a sign-up or free-trial offer. A customer relationship management (CRM) tool is one of the most efficient ways to create an organized list of contacts to use for retargeting. 

Even for those who prefer the old-school way of collecting emails via in-person sign-ups, a CRM will help keep those emails organized. With your list of contacts in hand (or saved on your device), upload it to your advertising platform. Once added, this targeted audience should begin seeing your retargeting ads as they scroll online. 

3. Set your retargeting goal

As with any marketing strategy, you need to set goals before starting a retargeting campaign. Two common goals we see are increasing brand or product awareness and converting previous visitors.

An awareness campaign is beneficial for educating audiences about new product offerings or special announcements. This goal will usually have a larger audience of people who haven’t recently engaged with your business. This makes it ideal for running before a conversion campaign. 

With conversion campaigns, visitors have engaged with your company or products but haven’t made the commitment leap. These retargeting ads are created with the goal of convincing previous visitors to follow through with their purchase.

With your retargeting goal established, you can then segment your audience for a successful campaign. Some segment examples include:

  • Behavior
  • Time on page duration
  • Frequency of site visits
  • Existing customers 

Segmenting your targeted audience will ensure you’re speaking to the right people that will help you achieve your retargeting goals.

Pro tip: Forbes suggests that once a campaign is established, a business should try to allocate at least 20%-30% of their total ad spend on retargeting. 

retargeting ads - facebook ad

An example of a retargeting ad on the Facebook platform. (Image via Facebook)

4. Optimize your retargeting ads

You may know we’re not fans of the “set it and forget it” mindset. That’s because we know ensuring your ads are optimized is the key to a successful campaign, no matter which type.

An effective retargeting ad will have a combination of elements such as compelling photos, videos, and text relevant to the featured product or service that grabs the viewer’s attention. 

To optimize your retargeting ads for a lasting impression, keep these factors in mind:

  • Attention-grabbing headline – Ask yourself: Is the headline engaging? Does it relate to the action taken on your website? 
  • Eye-catching media – Whether you opt for a photograph, animation, or video, it’s essential to keep it relevant to the ad copy. 
  • Straightforward copy – Speaking of copy, you want to keep it short and sweet. If people can’t determine the incentive or reason for seeing your ad quickly, they’ll likely move on with their day and leave your ad clickless. 
  • Click-worthy call to action (CTA) – Ensure your audience can identify their next step with an action-oriented CTA button.

The takeaway

The benefits of retargeting ads are many. When done effectively, running retargeting campaigns is a way to grow your ROI with an audience that has already shown an interest in your brand or product. 

While users seeing retargeting ads can feel like they’re being followed when browsing online, it’s often the reminder needed to make the leap to your brand and become a loyal customer. 

Ready to implement retargeting ads in your marketing strategy but not sure where to begin? Connect with us to learn how we can help!

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

woman in front of a wall with a colorful data projection

What is First-Party Data?

Between new privacy and data changes, there's a lot of talk about first-party data. Let's break down what it means, why it matters, and how to use it....

Read More
holiday ads

5 Marketing Tips & Tools for 2021 Holiday Ads

This is no ordinary holiday season, so why stick to ordinary ads? These marketing tools and expert tips can help you craft your best-ever holiday ads....

Read More
"mental health" spelled out in block letters next to a green stem with leaves

How Remote Work Can Boost Mental Health

It’s important for companies to be mindful of their employees’ mental health. Here's how remote work fosters happier people and more productive teams....

Read More
Facebook
Twitter
LinkedIn
Written by Caroline Cox on Sep 25 , 2020

When done correctly, remarketing lets you tastefully follow your audience and create valuable touchpoints to turn leads into customers.

Here, you’ll find:

  • What remarketing is
  • How to leverage this ad strategy the right way
  • Ways remarketing benefits your business
  • How it can save you money

Picture this: you’re walking around a shopping mall (OK, so maybe think a few years — or decades — back). In a window, you see a nice sweater that catches your eye. You check out the price tag, feel the fabric, but you’re not sure you’re ready to lay your credit card down.

You decide to keep walking around. As you’re heading towards the exit, you pass by the sweater again. You’ve had some time to think about it, and you decide to buy. 

That’s essentially how remarketing works — except online.

What is remarketing?

Remarketing (often used interchangeably with “retargeting”) is a method for connecting your product or service with people who have already visited your site or mobile app. 

While the terms can be used interchangeably, they have slightly different meanings. As Search Engine Journal explains, remarketing is more often about re-engaging customers via emails, while retargeting generally refers to third-party online ads that target users who have interacted with your site without purchasing.

Put another way, remarketing is typically based on email lists and CRM data. Retargeting, on the other hand, is based on pixel data (most often from unknown potential customers).

Remarketing can be done using many platforms, from Google Ads and Microsoft Advertising to Facebook, Instagram, and LinkedIn. Google and Microsoft also offer remarketing lists for search ads, or RLSAs. These vary from traditional remarketing, since they require users to be actively searching Google with the campaign keywords you’re bidding on.

Remarketing can be a highly effective tool for multiple industries and verticals — not just e-commerce. It’s a way to remind people about you, which is especially crucial since studies report that as much as 98% of consumers don’t make a purchase during their initial visit to a brand website, and more than 76% of people abandon online shopping carts. 

As Mailchimp explains, that’s because your audience needs to feel like they know you first. With that in mind, here are just a few ways remarketing can benefit your business.

HawkSEM blog: 5 Ways Remarketing Can Benefit Your Business

Through remarketing, you can increase your chances of turning that warm lead into a closed deal. (Image via Unsplash)

1. It keeps you top of mind

There are plenty of reasons why people navigate to your website without converting. Maybe they had to jump on a work call, were just casually browsing their options, or wanted to take their time before making a decision.

CMO by Adobe reports that 30% of consumers react positively or very positively to retargeted ads (vs. just 11% who react negatively — you can’t win ‘em all!). With the magic of remarketing, you can remind people about their past interest through these targeted ads — particularly if they’re searching for similar offerings again.

2. It ups your chances of converting a lead

If someone found their way to your site or app and was exposed to your brand, you’ve already overcome the big business hurdle of connecting with your audience. Through remarketing, you can increase your chances of turning that warm lead into a closed deal. It offers that nudge they need to further pursue what they were looking for from you in the first place.

Consumer-packaged goods company Kimberly-Clark saw 50-60% conversion rates for consumers who were served retargeting ads, according to Digiday.

Not only do these ad types remind users about you, but they can be programmed to take the user directly back to the page they bounced from. If they last visited your pricing page, for example, then the remarketing ad can route them back there once they click. The result: a seamless experience that tees them up to convert.

3. It allows you to hyper-focus your ads

One big benefit of remarketing ads is how they directly target those who have taken various actions to express interest in your product or service. According to Google, you can create various remarketing lists that apply to specific cases, such as those who added something to their cart but didn’t check out.

After all, who doesn’t love scoring a good old-fashioned deal? You can create remarketing ads that offer a special discount to a segment of users who have completed certain interactions with you. This way, the prospect has even more incentive to return to your site.

HawkSEM blog: 5 Ways Remarketing Can Benefit Your Business

You can combine remarketing with contextual targeting to ensure you’re getting in front of relevant prospects at the right time. (Image via Unsplash)

4. It lets you leverage mobile and video

Another thing that sets remarketing apart: its reach. With these ads types, you’re not just limited to the web. You can reach people browsing more than 2 million websites and apps via multiple devices. 

Consider targeting past website visitors on YouTube (or people who have watched your videos on YouTube) with video or display ads as they watch other videos. You can also use things like text and images in your remarketing ads themselves on the Google Display Network.

5. It saves you money

Cha-ching! That’s the sound of saving money with remarketing ads. These ads are some of the most cost-effective options out there. By targeting people who have already shown interest in what you have to offer (making them more qualified), you spend less than you would if you were starting from scratch and casting a wider net.

Though the total cost will depend on your overall marketing strategy, there are other ways to save as well. You can combine remarketing with contextual targeting, for example, to ensure you’re getting in front of relevant prospects at the right time.

Get started with remarketing

Now that you know all the advantages to using remarketing, you can start making this digital marketing tactic work for you. To remarket on Google, you first need to choose a support campaign type: display or search. 

For display remarketing, you need to choose a marketing objective or goal (if you have one), then create an ad group. Expand the “Audiences” areas of “People: who you want to reach,” then select the remarketing lists you want to target under the “Remarketing” audience.  

For search campaigns, the process is similar. You manage the audience of your ad by selecting your campaign, then adding your remarketing audience list to the ad groups you choose. From there, you can choose your audience targeting setting for the selected ad groups. 

Pro tip: If you don’t have a remarketing list created, you can use the ones Google Ads automatically creates for you.

For paid search remarketing on Microsoft Advertising’s Bing search engine, you start by placing a Universal Event Tracking (UET) tag across your site. You can then create remarketing lists, based on user activity and visited pages. Similarly to Google, you associate your remarketing lists to ads groups, then optimize to fit your Bing audience accordingly.

The takeaway

People understand that ads are just part of the package when it comes to being online, whether they’re shopping, reading, or being entertained. 

By meeting interested users where they are, you can turn that reminder into a click. That can lead to a conversion, which will, ideally, become a happy customer and brand evangelist down the line.

We’re no strangers to remarketing at HawkSEM. See how we can put this service to work for your company by requesting a consultation.

This article has been updated and was originally published in October 2019.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

Related Posts

woman in front of a wall with a colorful data projection

What is First-Party Data?

Between new privacy and data changes, there's a lot of talk about first-party data. Let's break down what it means, why it matters, and how to use it....

Read More
holiday ads

5 Marketing Tips & Tools for 2021 Holiday Ads

This is no ordinary holiday season, so why stick to ordinary ads? These marketing tools and expert tips can help you craft your best-ever holiday ads....

Read More
"mental health" spelled out in block letters next to a green stem with leaves

How Remote Work Can Boost Mental Health

It’s important for companies to be mindful of their employees’ mental health. Here's how remote work fosters happier people and more productive teams....

Read More