Retargeting is a technology of returning a client to a resource where they have performed (or did not have) certain actions using advertising.
The tools of this technology allow you to isolate visitors to a specific site and carry out individual advertising campaigns for them. With their help, the user is shown the product that he was previously interested in when visiting the advertiser’s resource.
Examples of retargeting on the Internet
What is retargeting is not difficult to understand. Let’s say you are the owner of an online fashion store. One of the users visited the site, performed several actions on it, up to adding an item to the cart, but for some reason the order was not fully completed and the item was not purchased. When using this tool, you can:
- Record the fact of interaction with the shopping cart with a special purpose in the Metric.
- Create an ad with retargeting specifically for this action.
- Show the website visitor, who left the product in the basket, an advertisement for the product that has previously interested him.
Features of retargeting in advertising
This advertising tool not only determines which product is interesting to a potential consumer, but also helps to return the client in the process of his journey from being interested in a certain product to the purchase itself. It can be divided into 4 stages:
- Site visit.
- Search and evaluation of the required products.
- Adding a product to the cart.
- Checkout.
For each stage, you can make your own advertising, which will allow you to return the visitor, for example:
- For the one who left immediately – advertise the store’s promotions, trying to interest and return the client.
- To the one who left after viewing some product / section – show the most advantageous offer from this category or what he has already watched, reminding him of an imperfect purchase.
- Anyone who has left the site, having already put something in the basket, should be offered a personal discount on this particular product, or simply be reminded that he is still waiting for his owner.
- The whole power of retargeting is in fixing an audience that was interested in a particular product or service. Such ads can only be shown to those who have visited a specific page of the site with a specific offer on it.
Types of retargeting
- Classic.
It is focused on interacting with site visitors who left the resource without performing targeted actions. Advertising is shown on other sites with the aim of returning the audience. - Dynamic.
A more advanced type that most advertisers are interested in. Its peculiarity is to display advertisements that correspond to the pages previously visited by the user. There is no need to create branded ads or promote the entire site. You can sell exactly specific goods and services that visitors to the resource were interested in; convert a user into a real buyer. - Search.
The ability to display advertisements in the process of searching for a new audience, based on their queries on the network. Using this tool with other types of promotion, for example, retargeting with contextual advertising, you can achieve even better results. The simplest example of retargeting is showing ads to those who are not satisfied with the pricing policy of direct competitors. - Postal (E-mail).
Working with users through advertising in sent letters, based on the transition to the proposed links. The point is to display advertisements that are relevant to the content of the written mailing list. - For mobile applications.
It makes it possible to re-address the target audience that has installed and uses certain mobile programs. The feature is currently available on Google Ads. - Social.
Based on the activity of users in social networks, based on likes, reposts and other targeted actions.
Tools: where and how to do retargeting
Retargeting works with the warmest audience that has already shown interest in a particular product, service or project. Its functionality is extensive enough to return targeted visitors and convert them into buyers. It’s great for selling complex, tiered products. For example, trainings consisting of several training modules, goods from an online store, which are designed to complement or expand an already made purchase, as well as any services that are in demand on an ongoing basis.
Targeting or retargeting audiences can and should be used in conjunction with other online advertising tools, which only expands the customer’s capabilities.
Where you can set up a campaign
Retargeting campaigns are most often used in Yandex.Direct, Google AdWords and the social network VKontakte. Each of these services has a special section for launching the tool. The settings for working in them differ significantly, which must be taken into account during the launch process.
It is imperative to approach this issue thoroughly and prepared. In which case you need to use the help of professionals. Otherwise money and time can be wasted.
Disadvantages of retargeting
While undeniably a powerful sales tool, it can also have negative consequences if used ineptly. Main disadvantages:
- High level of intrusiveness, errors in the timing of ad display, when the buyer has already made a purchase elsewhere, and an irrelevant ad is shown to him.
- Stress effect. Many users feel uncomfortable with constant advertising of a product that interests them previously.
- Inability to track offline orders. The system is focused on tracking actions online, without taking into account phone orders or other sales methods.
Do I need to use retargeting
? What is retargeting in advertising? We have covered. The tool has many advantages and some disadvantages. But according to many studies and official statistics, most users pay attention to such advertising, so not using it is a big mistake.
The tool takes time, so don’t expect instant results. The main effect of it can be seen in 2-3 months, and it will be much better than a short-term campaign 2-3 weeks long.
This advertising mechanism is an additional opportunity to collect information about users: what exactly they were interested in, how long, which keys were used, etc. All this is extremely important for the development of an online business, sales growth and an increase in profits in general.
