Have you ever seen an ad that was almost eerie in nature? You were just browsing that website. You were just looking at that watch. Now, the watch you liked, as well as every similar model, is popping up on every social media platform that you use. It’s hard to keep your credit card in your wallet, because you can’t even lazily scroll through a blog without being reminded of how much you loved that watch.
If you’re familiar with that scenario, you’ve likely been on receiving end of retargeting whether you’ve realized what was going on or not. You might have even been influenced to make a purchase based on retargeting, and that’s what counts the most.
What Retargeting Is And How It Works
At its core, retargeting is advertising products to people when you already know they want them. Since so few e-commerce visits become conversions on the first visit, retargeting is something of a polite reminder that a potential customer still has something sitting in their cart. You’ve targeted them with your first marketing campaign, and you’re retargeting them when they forget to complete their purchase.
The retargeting process works through utilizing cookies. In essence, the browser of a potential customer “eats” that little cookie that you’ve placed with undetectable JavaScript. When your potential customer browses social media or their favorite websites, some of the ads these sites generate will be based on the cookie you’ve left behind.
The Various Methods Of Retargeting
There are several ways to utilize retargeting techniques. Most e-commerce businesses implement a combination of techniques to cast a wider net.
Retargeting With Your Site
Site retargeting is the method by which the cookie based ads pop up on other websites or ad platforms. These are usually direct callbacks to products people who have already visited your website have browsed, making this the most direct method.
Retargeting With Partners
If you partner up with a similar website, or at least a website with which you share a demographic, you can technically share your retargeting. People will see your ads on those websites and your ads on their websites. It’s a mutually beneficial relationship, and while it has a limited reach, you’ll know the people who are viewing your ads are the kind of people you’re trying to reach.
Retargeting With Emails
You’ve probably received a retargeting email before. It’s that “You left some stuff behind in your cart!” action triggered email you receive when you don’t complete the checkout process. Sometimes, brands choose to include discount codes or special offers in these retargeting emails to encourage people to buy out their carts.
Retargeting With Search Queries
If someone searches for something a lot and you happen to have that product or service, their search activity can trigger ads for your specific version of that product or service. They’ve expressed a need, and they’ll be exposed to your ads regardless as to whether or not they’ve seen your website.
The Pros Of Retargeting
In some ways, retargeting is a lot easier than targeting new customers. There are many reasons why retargeting is worthwhile.
- You already know the customer is interested in what you’re selling. You don’t have to convince them that they like it, you only have to remind them to buy it.
- Retargeting boosts conversions. You aren’t trying to reach a new audience – you’re only cementing the one you’re already developing.
- Retargeting serves as a constant reminder of your brand. Awareness will grow stronger over time.
The Cons Of Retargeting
Retargeting might have some consequences that your potential customers won’t like. If you don’t want them to clear their cookies, you’ll need to take a few things into consideration.
- People don’t want to look over their shoulders when they’re browsing the internet. If the products you’re selling might be considered embarrassing or sensitive (i.e. contraceptives, certain personal care items), you might not want to retarget them.
- Retargeting can create issues on shared computers. Perhaps one roommate may not want another to know they’ve been looking at apartments. Perhaps a wife doesn’t want her husband to know what his anniversary gift might be (such as the watch scenario mentioned above.)
How To Do Retargeting Right
There are two main things to keep in mind when you use retargeting. You want to make sure the retargeted ads you’re putting out are specific enough to be effective. If you sell spaghetti and classical music, don’t show the classical music customers the spaghetti or vice versa. Your ads won’t be effective.
You also want to avoid being evil. Evil would be constantly blasting a potential customer with the exact same ad over and over again. It’s great to remind them, but it’s not great to make them resent you. If you’re too heavy handed, that customer may never come back.
Overall, the benefits of retargeting far outweigh any minor drawbacks. Call Tucson SEO Pros today for your free consultation.