Retargeting Is Your Way to Re-Connect and Re-Engage Your Target Audience
You walk into a store, browse around, pick up a few items but, for some reason, decide not to buy anything just yet.
Later, as you are walking through the mall, a shop assistant approaches you and reminds you of the products that caught your eye earlier but didn’t make it to your shopping cart.
Retargeting is the shop assistant who gives a little nudge saying, “Hey, remember this?”.
But there is more to retargeting than that.
What Is Retargeting?
First of all, let’s define what retargeting surely isn’t about - it doesn’t solely focus on reminding your target audience about your brand and amazing products or services. Retargeting is also about demonstrating how your products or services fit into your target audience’s lives, solving their problems, or fulfilling their desires.
So, if the retargeting definition were to be just one sentence, it would be: Retargeting is when you show ads to people who visited your website but left without buying anything, to try and bring them back to make a purchase.
How Does Retargeting Work In Action?
Retargeting consists of five main events that can be described in the following way:
#1: Visitor Interaction
When a user visits a website, they click, scroll, and browse through various pages and products. During this interaction, the website places a small file, known as a cookie, on the user’s browser. This cookie tracks your movements within the website, noting which products or services the user has shown interest in.
#2: Cookie Storage
The cookie stores data about the user’s browsing preferences and the specifics of their interactions with the entire website. This data is critical for the next steps in the retargeting process.
#3: Leaving the Website
After the user leaves the website, the cookie remains active in their browser. As they continue browsing the internet, visiting other websites, or using social media platforms, the cookie communicates with retargeting platforms.
#4: Ad Placement
Retargeting platforms use the information stored in the cookie to display targeted ads. These ads are specifically tailored based on the products the user viewed or interacted with on the original website.
For example, if the user looked at laptops on an electronics website but didn’t buy one, they might see ads for those laptops on social media or other websites they visit.
#5: Engagement and Conversions
The goal of these retargeted ads is to remind the visitor of their initial interest and encourage them to revisit the original website to complete a purchase. By keeping the products they are interested in visible and accessible, retargeting increases the chances of converting a casual browser into a buyer.
Summary: Retargeting As Your Way to Re-Engage with Your Target Audience
If your goal is to keep your brand in the minds of your potential customers, who showed initial interest but didn’t follow through with a purchase, retargeting is the strategy you shouldn’t ignore.
Actually, why would you ignore retargeting when it offers you three big benefits: increases conversion rates, helps you cut down on advertising, and provides a personalized user experience to your target audience.
