Share this!

WHAT IS RETARGETING

Retargeting sends ads to people who have visited your website and shown interest in your products and services. Retargeting directs ads to existing customers or potential clients. It works well as it targets an audience familiar with your brand, giving it a higher conversion rate than normal.

HOW IT WORKS

1. A person visits your website

2. A tracking pixel records the visitors’ actions and interests.

3. The person leaves and visits other websites

4. Your ad follows that person to the other websites

THERE ARE 4 TYPES OF RETARGETING AUDIENCES

WEBSITE VISITORS

It targets people who have visited any page on your website. It is considered general retargeting as it does not target a person with a certain interest; it’s broader. It has the lowest conversion rates, but it is still effective.

Example: ‘Check out our December Specials’.

PRODUCT VIEWERS

It targets people who have shown interest in a product or service but didn’t act. It gives you another opportunity to show your ad again with an added benefit.

Example: ‘10% Discount Today on ALL mountain bikes’.

CART ABANDONERS

It targets individuals who were on the verge of purchasing your product. Cart abandoners are considered the hottest leads; offering them an added benefit can turn them into buyers.

Example: ‘Buy Now and Receive a Free Delivery’.

PAST CUSTOMERS

It targets customers who have previously purchased a product from you. It also targets familiar visitors who have interacted with your site, such as signing up for your newsletter.

Example: ‘Free Shaker for Your Next Protein Shake’.

WHY RETARGETING WORKS

FAMILIARITY

People do their homework when they spend their money. Studies show that customers must see your brand multiple times (7- 8) before they decide to purchase your product. Retargeting is essential for e-commerce sites.

HIGHLY RELEVANT

Retargeting is extremely relevant because you target an audience highly interested in products and services. This provides you with the opportunity to personalize your ads for better conversion rates.

BETTER CLICKS AND CONVERSIONS

Retargeting has high click-through rates, which means your ads will appear in higher spots on Google (improving your Quality Score). Retargeting provides higher conversion rates, giving you more sales with the same budget.

HOW TO SET UP RETARGETING IN GOOGLE ADS

INSTALL A GOOGLE TAG

Google tags are codes you install on your website to track your visitors and retarget them. Google tags track who visited your website and the pages they visited.

STEP 1 – INSTALL THE TAG

• Go to Google Ads.

• Click Goals on the vertical menu on the right

• Select Goals

• Select Conversions to bring down a drop-down menu

• Select Summary

• Now, select the blue button saying “Create Conversion Action.”

• Decide on the type of conversion you want to track (Sales, Leads, Calls)

• Click Save and Continue

 

TAG SET UP

• Choose “Install the tag yourself” (or email it to your developer)

• You’ll get two parts:

– Global Site Tag (gtag.js). Put this in the <head> of all pages

– Event snippet Put this on the specific pages you’re tracking.

• Finish & Verify

(After installing, use the Tag Assistant / Google Tag Helper to check it’s working)

STEP 2 – SET UP RETARGETING

• Go To Google Ads.

• Click Tools on the vertical menu on the right

• Click Shared Library to bring down a drop-down menu

• Now select Audience Manager (next section)

CREATE A RETARGETING AUDIENCE

This is where you select the type of Retargeting audience:

• Select the blue plus (+) icon in Audience Manager

• Select one of the following options:

– Website Visitors

– App Users

– YouTube Users

– Customer List

– Google Analytics

– Lead Form Segment

– Custom Combination

 

• Name the Audience Segment

• Select website visitors and decide the customer type you want to target:

– All Customers

– Purchasers

– High-Valued Customers

– Disengaged Customers

– Qualified Leads

– Converted Leads

– Paid Subscribers

– Loyalty Sign Ups

– Cart Abandoners

DESIGN YOUR ADVERT

This is the opportunity to optimize your ad and spice up your offer.

USE HIGH QUALITY IMAGES

Use high-quality images to display your products in your Ads. Include happy customers using your products, too.

USE CLEAR MESSAGING

Be short about what you have to offer and how it can benefit your users. Focus on the benefits of your products and not the product features.

INCENTIVES

Motivate your users to come back, by offering discounts and bonuses. People love bargains, and offering things like free deliveries can convince them to purchase your items.

CALL TO ACTION

Guide your audience on what to do next. It is the final touch of your ad, and several examples include Buy Now, Learn More, and Call Today.

BEST PRACTICES FOR RETARGETING

SEGMENT YOUR AUDIENCES

Don’t show the same ads to all your website visitors. Divide your audience into segments where your ads target people based on their actions or interests.

EXCLUDE USERS WHO HAVE PURCHASED

It’s important to remove visitors who have completed a purchase. You don’t want to send them ads, as this will appear unprofessional and spammy. Simply remove them from your remarketing list.

MATCH ADS TO THE RIGHT USERS’ STAGE

There are stages a visitor must pass before they purchase your product. Your ad must display a message based on the visitors’ Awareness, Consideration, and Decision-making stages.

USE FREQUENCY CAPS TO AVOID AD FATIGUE

Frequency Caps limit the number of times your ad is shown to a visitor. You don’t want to annoy your visitors, or have them ignore your ad. Limit your ad to be shown 2-3 times per day or 5-6 times per week.

TEST CREATIVES

You must optimize your ads by making changes to them. Make changes to your titles, descriptions, assets, call-to-action, and images. Change one Ad element at a time and compare your conversions over the periods.

CONCLUSION

When you implement a smart retargeting strategy, your conversion rates will improve as you will bring back lost visitors.