Retargeting display ads, also known as remarketing, is a digital marketing strategy that allows advertisers to target users who have previously visited their website or interacted with their online content. The main goal of retargeting is to re-engage these potential customers and encourage them to return to the website, complete a desired action (e.g., making a purchase or filling out a form), or reinforce brand awareness.
Here’s how retargeting display ads work:
Tracking: The first step is to implement a tracking code (often called a pixel) on your website. This code places a cookie in the user’s browser when they visit a page with the code. The cookie allows your retargeting provider (e.g., Google Ads, Facebook Ads) to track the user’s behavior and interactions on your site.
Building Retargeting Lists: As users visit different pages on your website, they are added to specific retargeting lists based on their actions or interests. For example, you can create separate lists for users who visited specific product pages, added items to their shopping cart but didn’t complete the purchase, or engaged with particular content on your site. Keep in mind that it takes time to build a retargeting lists.
Segmentation: By segmenting your retargeting lists, you can create more personalized ad campaigns for different user groups. For instance, you might want to show a different ad to someone who abandoned their shopping cart compared to someone who only visited your blog.
Ad Display: Once your retargeting lists are set up, you can create display ad campaigns. When a user on your retargeting list visits other websites or platforms that allow display advertising (e.g., news sites, social media, blogs), they will see your retargeting ads.
Ad Frequency and Duration: To avoid overwhelming users with excessive ads, you can set ad frequency caps to limit how often your retargeting ads are shown to an individual. Additionally, you can determine the duration of the retargeting campaign to control how long users remain part of the retargeting list after their last interaction.
Conversion and Measurement: The success of your retargeting campaign can be measured through key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall return on investment (ROI). Monitoring these metrics helps you optimize your retargeting strategy for better results.
It’s important to note that retargeting should be done ethically and with respect for users’ privacy. Advertisers should adhere to relevant data protection regulations and provide clear information about their data collection and usage practices in their privacy policies.
Overall, retargeting display ads can be an effective way to stay top-of-mind with potential customers, remind them of their interest in your products or services, and encourage them to take action.
To learn more about how Smart 1 Marketing can help you with retargeting, contact us here.