Retargeting is a marketing tool that brings customers back through advertising. Such advertising is seen by users who are already familiar with the brand: they have visited the site, added goods to the cart, played teen patti already, or previously ordered the company’s products.
Unlike targeting advertising, retargeting isn’t designed for a cold audience. This method doesn’t attract new customers, but pushes old ones to make regular purchases and complete orders.
Why Use Retargeting
Retargeting isn’t appropriate if the company has just entered the market and wants to raise brand awareness. In other situations, this method gives results. Most often, retargeting is used to:
- Remind those who leafed through the catalog or dropped items in the cart about an unfinished purchase.
- Sell related products. For example, offer powder to those who recently bought a washing machine.
- Report the arrival of the product – if it wasn’t in stock when the user inquired about it.
- Tell clients about discounts. For example, the user read the description of the service, but didn’t dare to order. Announcement of a discount will push him to buy. This mechanism works well for seasonal offers – before holidays, summer vacations, the beginning of the school year.
Pros and Cons of Retargeting
Like any tool, retargeting has pros and cons. The pros have to do with the fact that the ads target a warm audience; the cons have to do with the nuances of setup.
Pros:
- Efficiency. Retargeting attracts the most interested, high-conversion audience. Users are already familiar with the brand and may be one step away from a purchase decision.
- Benefits. With the same budget as targeted advertising, retargeting will bring more conversions – orders, purchases.
- Personalization. You can set up banners for a narrow segment of the audience and dispel doubts that prevent you from buying – for example, to list benefits or offer a gift.
Cons:
- The risk of showing the ad to someone who has already bought the product offline or from competitors. You can add to the system data on offline sales in your own store, but the actions of users elsewhere cannot be known.
- You need to keep adding new users to your audience. In other words, you need to run targeting ads in parallel, motivate new users to take a targeted action, and then start retargeting on them.
- Customers don’t like to be chased. If you broadcast ads to the same people all the time, it will cause the opposite effect. Intrusive banners can cause a person not to buy the product. Therefore, it’s important to control the number of ads.
Who Is Suitable for Retargeting
Owners of online stores, app developers and service providers. But it’s important to consider how quickly users make a buying decision and how often they may need your product again.
Let’s say your visitors make the decision to buy your product on a regular basis: you have a wok cafe with delivery to offices, and the employees of a nearby business center make orders every day. In this case, there is no need to bring the audience back to the idea of buying, but through retargeting you can increase their interest in your other products. For example, offer a combo of a main course and a drink and increase the average bill.
Retargeting is also useful if you have a complex or expensive product with a long purchase cycle: a training course or conference, IT services, or real estate. Before making such a purchase, the customer carefully studies all the nuances, looking for alternative offers and additional information. In such a case, if the potential customer has visited your site, it’s worth running ads with retargeting, highlighting the key benefits, or offering a discount.
The tool isn’t suitable for newly launched companies: customers have not yet interacted with their site or app, and there are no targeting events for retargeting. This strategy is also ineffective for advertising urgent services: you need to open a jammed lock or fix a pipe here and now.
As with any advertising, retargeting won’t work if there are technical problems on the user’s way – operators don’t respond, the page doesn’t load, promo codes don’t work. To avoid this, it’s worth testing the usability of the site and checking the work of all services before launching an advertising campaign.
