What is retargeting?
Retargeting is a form of online advertising that enables businesses to keep their brand in front of bounced traffic after they leave their website. Retargeting works by placing a cookie on the user's browser, which allows businesses to serve relevant ads to that user as they browse the web.
How does retargeting work?
When a user visits a website, a small piece of code called a pixel is placed on their browser. This pixel allows businesses to serve relevant ads to that user as they browse the web. The pixel is placed on the user's browser through an ad network, such as Google's Display Network or Facebook's Audience Network.
When the user visits another website that is part of the ad network, the ad network recognizes the pixel and serves the relevant ad to the user. This ad is served through an ad server, such as Google's DoubleClick or Facebook's Atlas.
The ad is then displayed to the user on the website they are visiting. The user will see the ad and be reminded of the business that placed the pixel on their browser.
What are the benefits of retargeting?
Retargeting is an effective way to keep your brand top of mind with users who have already shown an interest in your product or service. Retargeting also allows you to reach a larger audience than you would through other forms of online advertising, such as search engine marketing (SEM) or social media marketing (SMM).
Retargeting is also a cost-effective way to advertise, as you only pay when someone clicks on your ad. The cost per click (CPC) is usually lower than other forms of online advertising, such as SEM or SMM.
What are the best practices for retargeting?
There are a few best practices to keep in mind when retargeting users:
- Make sure your ads are relevant to the user. The more relevant the ad, the more likely the user is to click on it.
- Don't overdo it. If you show the same ad to a user too many times, they will become annoyed and less likely to click on it. A good rule of thumb is to show the ad to a user no more than three times per day.
- Make sure your ad creative is eye-catching. The ad should stand out from the other content on the page.
- Use a call-to-action (CTA) that encourages the user to click on the ad. A good CTA is specific and actionable, such as Click here to learn more about our product.
What are some common retargeting mistakes?
There are a few common mistakes that businesses make when retargeting users:
- Not segmenting their audience. It's important to segment your audience so that you can show them relevant ads. For example, you wouldn't want to show a user an ad for a product they've already bought.
- Not using negative keywords. Negative keywords allow you to exclude certain users from seeing your ads. For example, if you're selling women's clothing, you might use negative keywords such as men or boys to prevent your ad from being shown to those users.
- Not using tracking URLs. Tracking URLs allow you to track the performance of your ads. You can use tracking URLs to see how many people clicked on your ad and how many of those people converted into customers.
- Not A/B testing their ads. A/B testing is a way to test different versions of your ad to see which one performs better. You can A/B test things like the ad creative, the CTA, or the target audience.
How can I get started with retargeting?
If you're interested in getting started with retargeting, there are a few things you need to do:
- Set up a pixel on your website. You can do this through an ad network such as Google's Display Network or Facebook's Audience Network.
- Create an ad. Your ad should be relevant to the user and include a CTA that encourages them to click on it.
- Choose your target audience. You can target users who have visited your website, signed up for your newsletter, or taken a certain action on your website.
- Budget for your campaign. You should budget for your campaign based on your CPC and your target audience.
- Monitor your campaign. You should monitor your campaign to make sure it is performing well and to make changes if necessary.