We all love an easy conversion. When a user knows exactly what they want and hits that checkout button without hesitation. But let's be honest, that's not always the case.
There are plenty of reasons why someone might sit on their purchase. Maybe they got distracted mid-scroll, they're weighing their options, or they're simply not ready to commit. So what can be done to bring them back? This is where retargeting steps in.
What is Retargeting?
Retargeting uses personalized online ads to reach users who have already interacted with your website, showing signs of potential interest. That interest could look like viewing a product page, adding an item to their cart, or even abandoning at checkout. The point where they dropped off matters, and your retargeting strategy should reflect that.
How Does Retargeting Work?
Retargeting works through tracking pixels or cookies that anonymously follow users across the web after they've visited your site. When a user interacts with your website, the tracking code collects data about their behavior: what products they looked at, how long they stayed, or whether they added something to their cart.
That data is then used to deliver targeted ads across platforms like social media or Google, reminding users of the products they were interested in. For example, if someone browsed a pair of sneakers but didn't purchase, they might later see an ad featuring the exact same sneakers while scrolling Instagram.
Benefits of Retargeting
Building Off Awareness
One of the key advantages of retargeting is that you're working with users who already know your brand. That initial touchpoint means you don't have to sell your brand story from scratch. Instead, you're nudging them to reconsider something they've already expressed interest in.
For more information on the consumer journey and how awareness plays a role, check out our article Understanding Marketing Funnels, where we break down each stage.
A Helpful Reminder
Sometimes shoppers just need a little nudge. Retargeting serves as a gentle reminder, not to convince them, but to prompt them to follow through on what they already wanted. This is especially effective for users who made it as far as adding an item to their cart or abandoning at checkout.
Promotion
Retargeting isn't just about closing the sale, it's also a great way to introduce users to new products. If someone already knows your brand and has shown interest in a specific product, they could be a prime candidate for cross-selling or upselling.
Ultimately, retargeting helps you create more personalized, relevant experiences that encourage users to pick up where they left off.
How to Retarget Smarter
A smart retargeting strategy isn't just about showing ads, it's about showing the right ads at the right time.
Consider Frequency: Finding the balance is key. Too many ads can lead to ad fatigue, while too few might get lost in the sea of content users scroll through daily.
Attractive Ads: Visuals matter. Even the most well-planned strategy can fall flat if the ad itself isn't eye-catching. You're not just competing with other products, you're competing with everything else on the user's feed. Bold visuals, clear messaging, and strong CTAs can make all the difference.
Avoid Unnecessary Impressions: Relevance is everything. If someone was browsing shoes, don't show them ads for sunglasses. Tailor your retargeting ads to the products they actually viewed, or suggest complementary items that might pique their interest.
Make it Easy: Don't make users hunt for what they were looking at. If you're retargeting with a specific product, the ad should lead them straight to that product page, not your homepage. The fewer clicks it takes to purchase, the better.
Retargeting is all about meeting users where they are. Whether they're still on the fence or simply forgot to check out. It's a powerful tool that combines personalization, timing, and a little nudge in the right direction. When done thoughtfully, it not only helps drive conversions but also strengthens brand recognition and customer relationships.
As with any marketing strategy, the key is balance. Stay relevant without being intrusive, and always prioritize the user experience. With the right approach, retargeting can turn missed opportunities into loyal customers.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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