Retargeting
Have you ever visited a company’s website, left without making a purchase, and then noticed advertisements for the same company (though not a specific product) appearing on various other websites you visit online? It is worth noting that only 2% of users actually complete a desired action on their initial visit, but through retargeting ads like these, businesses are able to entice more of these users to return to their website and take action.
Even if individuals express interest in your product, it is probable that they will depart without making an immediate purchase. However, by utilizing retargeted ads, marketers can obtain the desired increase in traffic and leads, while also providing a gentle reminder to consumers to take action.
While 25% of consumers find it enjoyable, it is important to approach retargeted ads strategically, just like any other form of paid advertising. To accomplish this, there are still seven types of retargeting ads that you have not experimented with.
1. Buyer Persona Retargeting
For paid advertising to yield a high ROI, it is crucial to have precise targeting. While some agencies suggest using industry-specific targeting, we at IMPACT generally advise going a step ahead by employing buyer persona targeting.
When focusing on industry targeting, you may receive more clicks, but by specifically targeting your buyer persona, you will obtain higher quality traffic. After all, what is the value of a click from an intern when your persona is a CEO?
What actions are you capable of taking?
To effectively target based on persona, it is important to possess comprehensive buyer personas. Acquiring this demographic data is necessary to establish a retargeting campaign across multiple platforms. If you are uncertain about the number of buyer personas or their contents, our Buyer Persona Kit can provide assistance.
2. Segment Visitors By Stage in the Sales Funnel
The ability to target visitors based on the pages they have viewed and align with different sections of your marketing and sales funnel is an excellent feature offered by most retargeting platforms. This targeting feature enables you to create specific advertisements for each stage in your funnel, ultimately guaranteeing that you provide appropriate content to the right person at the correct time.
The sales funnel is comprised of three main stages.
- Top-of-the-funnel (TOFU): People who visit pages related to general information rather than your specific product. For instance, these prospects may have visited your blog and left. A good retargeting ad for this stage would be for an eBook, ideally one that’s similar to the content they visited previously.
- Middle-of-the-funnel (MOFU): These are people who visit pages related to your product, but only at a consideration level. For them, you can run a retargeting campaign that drives them to relevant offers that make the case for your company (i.e. case studies, webinars, demonstrations, etc.)
- Bottom-of-the-funnel (BOFU): People who visit pages related to your product that indicate they are at the decision making stage (i.e. your consultation page or pricing page.) Use retargeting to send visitors to a landing page that offers a free demo or consultation.
One way in which inbound marketing and paid advertising work together is by retargeting at various stages of the sales funnel.
3. Account-Based Retargeting
This approach may be too challenging for companies that lack a strong foundation, but it can be highly effective for securing contracts with the desired firms for business collaboration. Gaining access to valuable accounts involves intense competition, thus astute marketers must seize every opportunity to maintain a competitive advantage.
LinkedIn, just like Demandbase, provides an exceptional account-based retargeting service.
4. Cross-Channel Retargeting
Cross channel retargeting enables you to adapt marketing messages to cater to the diverse preferences of social media users and website visitors. These individuals seek distinct experiences on each platform, rendering a single marketing approach ineffective across all channels. By tailoring unique messages specific to the site they are displayed on, cross channel retargeting addresses this issue.
For instance, AdRoll enables you to launch advertisements on Facebook, Twitter, and mobile devices, customizing the content to suit each specific platform.
Having advertisements on various platforms can increase the likelihood of reaching the target audience, but it is important to avoid overwhelming potential customers. Instead, try different time intervals and platforms to determine the optimal combination that generates the most conversions. By doing so, you can save costs and avoid bothering people who have no interest in your ads.
5. Use Facebook Custom Audiences
One additional advantage that can be obtained by advertising on Facebook is the utilization of custom audiences. By employing Facebook custom audiences, you have the ability to upload a roster of email addresses or phone numbers, and Facebook will display your ad to those individuals while they are active on the platform. Moreover, this feature allows you to create audiences comprised of individuals who have visited your website or utilized your mobile app.
Retargeting based on email address is done primarily to target individuals at various stages of the marketing funnel.
You have the ability to export leads, MQLs, SQLs, and opportunities, allowing you to create personalized messages that will support their progression to the next stage in your funnel. This entire process does not require any web visit correlation.
You can have your custom audience list automatically updated by services like GoChime using your contacts in HubSpot or other marketing automation software.
6. Utilizing email retargeting ads.
Email retargeting ads can enhance the effectiveness of your email campaigns by helping you re-engage leads who have opened your emails.
In order to establish one, you must insert retargeting code either into your email signature or HTML. This will enable you to focus, cultivate, and reconnect with your current leads, ultimately converting them into customers. Additionally, it can be utilized to generate more sales from your present customer base.
7. Ads that retarget dynamically.
By utilizing pixel data, dynamic ads effectively target users by displaying the most relevant product and ad based on their actions on your site. For instance, these ads can show visitors the products they previously viewed on your website, aiming to entice them to return and complete their purchase.
You are able to create these hyper-personalized ads on both Facebook and Google.
In order to prepare them for Facebook, you will have to install the Facebook pixel on every page of your website. By doing so, you will be able to monitor the individuals who visit your website and the activities they perform on it. This pixel is also useful for determining cross-device conversions, generating personalized website audiences, and producing dynamic ads.
8. Google Remarketing Ads
Google Ads provides a range of tools that enable brands to connect with and reconnect with visitors, leads, and customers on their websites. These tools can be utilized to present different kinds of advertisements to your retargeting audience, such as text-based ads, dynamic ads, image ads, video ads, product shopping ads, and others. Some of these tools are:
- Standard remarketing: shows your brand’s ad to its past visitors across the sites and apps they visit.
- Dynamic remarketing: allow you to display ads that include the specific products or services that people viewed on a brand’s website or app.
- Remarketing lists for search ads (RLSA): Shows a brand’s ad when a past website visitor does a follow-up search for the product or service that they need on Google, after leaving the website.
- Video remarketing: Shows ads to people who viewed your brand’s YouTube video or interacted with your channel.
- Customer list remarketing: allows you to upload lists of customer contact information so your ad will be displayed across Google products when the customer signs into Google.
9. Ads on TikTok that specifically target previous visitors and users
The Custom Audiences feature on TikTok enables businesses to create retargeting ads, which can help brands reach previous customers and individuals who have already interacted with them on TikTok or visited their website.
Businesses have the option to create different types of TikTok ads, such as In-Feed ads and TopView ads, in order to target and engage a specific audience. The ultimate objective is to encourage these individuals to either revisit the company’s website or make a purchase. By utilizing any of the available retargeting options, businesses can build a Custom Audience within TikTok.
- Website Traffic: allows you to target users who have visited your website or have performed specific actions like clicking a button, adding a product to their carts, registering as a user and more.
- Engagement: allows brands and advertisers to create an audience of users who have previously engaged with their TikTok ads.
- App Activity: A brand can target users who have completed events like installing/launching the app, adding a product to the cart, clicking, searching, etc.
- Customer File: A brand can upload a customer file and match their customers with TikTok users in order to show them ads.
