Why Retargeting is Such a Powerful Marketing Tool (and How to Do it)

Is there anything more frustrating than having an interested customer look at items at your website, even click to add them to their cart, only to have them leave without converting? Every ecommerce brand experiences this, but it doesn’t take away from the frustration it causes. Thankfully, there’s a lot you can do to try and capture the attention of this segment of interested users. In particular, retargeting is a great marketing method that can help boost your conversion rates and increase the amount of relevant traffic you get to your website.

If you are unfamiliar with the term, retargeting is the act of marketing to users who have previously interacted with your brand in some way. While all marketing methods aim to target users who are interested in your brand, retargeting is especially effective because it targets these specific users who have already shown an interest in your brand.

If you are looking to start using this marketing method, here are some of the best ways you can make it happen.

 

Website Retargeting

Image source: Hubspot

 

You’ve probably experienced website retargeting at some point in your life. You’re at a website looking at an item, you navigate away, and the next day you’re at a different website and see an ad pop up for the item you had just looked at yesterday. Just a coincidence right? Wrong! That is an example of retargeting.

Retargeting typically takes place through the use of JavaScript. Once a user visits your website they drop a “cookie” which serves as a signal to the ad platform to send that user ads about the particular page or product they were visiting.

The ad your user sees displays the product (or products) they were looking at in an effort to bring them back to your website to make a purchase. If you are specifically looking to increase sales, consider including a coupon code with your retargeted ad. That small incentive may be just what the user needed to return to your website and make a purchase.

 

Social Media Retargeting

Social media retargeted ads are largely the same as website retargeted ads, the only difference being the location where they show up. Facebook is the main social media platform you’ll be using, and you have several options for setting up these types of retargeted ads. In order to retarget users via Facebook, you install the Facebook Pixel at your website. This tracks users and will alert Facebook of the products they looked at. Next time the user is on Facebook, they will see your ad.

Image source: Shopify

 

Because of the popularity of social media, a lot of brands like utilizing social media retargeting. You’ve also got the option to retarget users who have already given you their information. On Facebook, you can upload what they call a Custom Audience. Facebook will take your list of email addresses and match it up to Facebook profiles. When you create your ad, it will display to the users who were matched.   

 

Push Notifications

If you have your own mobile app, push notifications are a great way to retarget your audience. If you don’t have a mobile app, you can utilize web push notifications to achieve the same effect. You can use these notifications to try and recapture your users’ attention and drive traffic back to your website, or you can try to boost conversions. How do you get that done? One of the most popular ways is via abandoned cart notifications. Abandoned cart rates are soaring these days, something we talked about recently. An abandoned cart notification is something unique and has a greater chance of being seen (instead of getting lost in a crowded email inbox).

With push notifications, be sure you aren’t overdoing it. If a customer is receiving numerous push notifications each and every day, they are sure to get annoyed and most likely will turn off your notifications (or even worse, delete your app).    

 

Email Retargeting

Finally, email retargeting is still an effective tool, especially for abandoned cart messages. While push notifications are getting a lot of attention these days, email marketing is still a powerful tool that has resulted in a lot of success for various ecommerce brands. Especially if you have a large email marketing list and have success with other marketing messages, retargeting will likely be a solid option for you as well.

Keep in mind with both push notifications and email retargeting, you need a bit more info from a user. With push notifications, a user has to download your app and enable your notifications, and to be retargeted via email they have to provide you with their email at some point. This doesn’t mean these are any less effective, it is just something to keep in mind. If you don’t have any info from a user, you can always stick with basic web and social media retargeting.

 

Wrapping Up

As you can see, you have a lot of options for retargeting. To be successful, you need to take the time and have the patience to set things up correctly. While any brand can benefit from retargeting, you might be overwhelmed deciding where you want to focus your efforts. Instead of rushing to set something up, consider hiring Uhsome to handle your retargeting efforts. We will help you decide which method is best for your brand, help create your ads, and monitor their success. If you want to get started, please contact us today to receive a free quote.

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