What Is Ad Retargeting? - A The Complete Guide to Begin

Feb 7, 2023

You've invested a significant amount of time, energy, and money to promote your website. And you're probably elated whenever people visit your site. However, the enthusiasm will disappear after a certain period when it's not helping turn a profit.

The research suggests that websites and e-commerce stores manage to convert just 3% of customers. This means it is only 3 sales from 100 people on an average. It is usually six to eight touches before a customer decides to purchase from you.

The biggest issue with this is that most of these visitors will never be back in time to close the sale. So how do you keep them in touch and create those 6-8 contacts needed to earn their attention and trust? This is the solution. It's Retargeting ads on the internet.

This is all you have to know about ad-retargeting as well as how to use it and the best way to start in just two minutes! You are free to navigate to a section of interest:

What is Ad Retargeting?
The types of Retargeting
What Platforms Can You run Retargeting ads?
Social Media Retargeting Platforms
How to set up an Adsense Google Retargeting campaign in a matter of minutes

What is Ad Retargeting?

Retargeting ads, also referred to as retargeting or even remarketing is a method of marketing where you show advertisements to people who have previously engaged with your site or platform but haven't yet converted into a purchase. Assistance

In the case of a visitor who visits your website and browses several different sites, but does not fill out your contact form or place an order, retargeting could allow you to reach them in the future.

Because you don't have their email or information about their contact details, retargeting operates through cookies and pixels. So, when someone lands on your website and is not able to purchase, you can create a retargeting advertising program to provide them with additional advertising messages.

Instead of using your advertising budget entirely to get new visitors it is better to consider retargeting people who have already visited your website by sending them personalized messages and ads.

We'll dive deeper into how retargeting actually does its job.

What is the effectiveness of Retargeting?

Once visitors arrive on your site, they will be identified by a cookie or pixel. This lets you earmark and target these people by displaying ads that are specific to where they go online.

To illustrate as an example, I just finished reading this BigCommerce affiliate marketing study. This is packed with useful information and a lead magnet in the final paragraph of the blog post. However, I did not end in giving them my contact details, such as an email and phone number.

Instead, I read the post and went on with my day. Just a few days later I began receiving ads by BigCommerce on Facebook related to the affiliate marketing guide as well as the development of my online store.

Ad retargeting example on Facebook — Retargeting ads with examples on Facebook

This is not a coincidence. I didn't magically start to get advertisements at the same time. As they already had their Facebook Pixel set up, which is a tag for their website connected to Facebook which allows them to advertise to users who are on Facebook I saw an ad that retargets.

Retargeting is a very straightforward process that is in its nature

First, a website and advertiser will add a "tag" on their site which tracks the behavior of visitors.
After that, the advertiser launches an advertisement that targets those who visit by providing them with information they were interested in.

Does it work? You betcha. Ad retargeting has impressive backings.

Retargeting stats — Statistics on Retargeting (Image source: ReadyCloud)

Retargeting improves your odds of increasing the amount of traffic you receive from your website by 70 percent.
Retargeting may result in an average of 147% conversion rates
Retargeting significantly increases brand recognition (by 500%) in search results
Retargeting increases your site's visitors by 700% returning visitors from the past

So, how can you start to use retargeting today? What other advantages are there? Find out below!

Benefits of Retargeting and Retargeting: How Retargeting ads are superior than Display Ads of the Normal Type

Retargeting ads are superior to traditional display ads in many ways.

A typical campaign will mean that the ad you place on display will be noticed and clicked by many that aren't your prospective clients (even considering all of the choices for targeting available). However, retargeting allows you to target people who have expressed interest on specific pages or categories on your site that confirms their enthusiasm for your product or services.

This means that your chance/likelihood of driving the sale has dramatically been boosted. Why? It's because you are targeting a list of people who previously expressed enthusiasm for what you offer! This is basically advertising to an "warm" audience, meaning an audience who has engaged in the past with you and displayed evidence that they're a good fit for your product or service.

When you display traditional ads, many of the individuals you meet will show little or no curiosity.

Retargeting is extremely beneficial to:

Making personalized advertisements: You can categorize your visitors based on their behavior and then serve up personalized ads for each. A fitness store could focus on people who have visited the aerobic training category by displaying ads for aerobic equipment, while those who visited strength training will see strength fitness equipment advertisements.

SERPs known retailers — The SERPs are the most well-known retailers (Image source: Search Engine Land)

Thankfully, retargeting allows you to monitor your customers almost anywhere they go online and give them the impression that you're an established, well-known company. By seeing your brand names more frequently, visitors begin to be acquainted with it, which helps in brand awareness for future sales. If they come across your advertisements on so many websites They will be immersed in your name and what you stand for and are influenced by your brand identity.

Once you've understood the advantages of retargeting advertisements, let's look at the various types of ads you could use to increase business.

Different types of Retargeting

You can retarget customers based on all sorts of variables, like searches, intent, website visits, email addresses and more. Each of these can be very effective at returning traffic to your site and increase leads or sales. Let's read about each of these in depth.

1. General Website Retargeting

General website targeting is the most common method of Retargeting. On platforms like Facebook, Twitter, Quora, Google Ads, Bing and LinkedIn there is the possibility of using this method of retargeting.

In essence, you can choose from a number of choices with web targeting. The most common method is to create a retargeting checklist of anyone who's visited your site in the past 30-90 days.

Facebook retargeting audience - last 30 days — Facebook's retargeting of audiences - the in the last 30 days

It means that anyone who has visited any webpage on your site during the last 30 days will receive further marketing ads. An alternative that is more complicated is to be more precise and restrict visitors to certain websites. For example, perhaps you want to not show your advertisements to those who already bought the product, or submitted the contact request form. This will reduce the amount of ads you show.

Exclude customers or leads in Facebook audience — Remove leads or customers from Facebook's viewers

Or you could show retargeting ads to only people that have visited particular web pages (like your pricing page) however they did not convert which means they weren't converted. This lets you tailor the ads to meet specific needs. In the case of, say, if you offer men's and women's clothing, it is difficult to tailor your ads when you are targeting all website customers.

If you are targeting website visits by:

Clothing for men
Ladies' clothing

Then, you can create even more specific and personalized ad content!

The retargeting of websites is commonly done via platforms such as Facebook, Google partner websites along with other social media websites. With the help of general web retargeting ads, one luxury brand of watches earned 130% return on investment and 34% lower CPAs. Retargeting customers who displayed interest but did not purchase from their website, they were an ideal target audience for retargeting.

2. Search Network Retargeting

The person who visits your site will be tracked with this information and you will be able to reach them with your business's ads.

3. Remarketing Lists to Search Ads

Google Ads allows you to retarget your site visitors when they are searching for a relevant product in the context of a specific Google Search. These are called Remarketing Lists for search Ads or RLSAs.

Set higher bids for those who have been to your website in the recent in the past, since they're more likely to convert. The procedure for doing this is straightforward.

First, a user will arrive on your site, such as .com.

After they've done this, they're tracked with a cookie, or pixel.

If you are an advertiser, suppose you'd like to be up on Google results pages for"WordPress hosting" keyword "WordPress hosting" search term (using as an example).

Instead of targeting all person on the internet searching for "WordPress hosting," you could target those who've visited your website before AND searched for the keyword.

RLSAs are an excellent option to redirect visitors to your website on specific terms that they are likely to search for on Google. eBags is one of the largest online retailers of bags and accessories. Read this review to learn the methods they used to achieve 10 % - 15% increase in revenue by making use of Remarketing Lists for Search Ads.

4. Email Ad Retargeting

Like the strategies previously mentioned, retargeting could be achieved using email too! Email retargeting allows you to identify potential customers with customized adsthat appear in the middle of their inbox with Gmail ads.

Email retargeting in Gmail — Retargeting email using Gmail

Certain platforms allow CRM Retargeting, which lets you target people on your mailing list even if they haven't read your newsletters or emails.

What platforms are you able to run Retargeted Ads?

If you're interested in trying the ad retargeting method, you'll require a third party solution to handle all the technical details such as tracking pixels, cookies, audience building, reporting and segmentation of users.

It is possible to choose one of the following platforms. Certain of them offer self-service, while some are managed fully, but it's up to you depending the level of external involvement that is needed.

Here are some great platforms to choose from.

Google Ads

Google Ads can be the most popular advertising network all over. It has an easy-to-use dashboard and fast setting up, you'll have retargeting ads running in a matter of days time. If you're making use of Google Ads, setting up the retargeting campaigns is straightforward. All you need is to turn on Retargeting, set up remarketing lists, and create personalized ads to draw attention to users on those lists.

AdRoll

AdRoll is very simple to create as well as to execute and analyse the effectiveness of retargeting ads. It supports all popular networks and ad exchanges like Google, Facebook, or Twitter, so you can follow your potential customers wherever they travel. If you're deciding whether to use AdWords or AdRoll, AdRoll has a greater coverage and is simpler to establish.

Perfect Audience

Perfect Audience is an additional easy to utilize platform offering site retargeting, mobile app retargeting, Facebook retargeting, and other similar services. It doesn't require a set-up cost or minimum amount to be spent, which makes it a great option for small businesses.

Retargeter

Retargeter provides DIY as well as Managed services to its customers. DIY plans are limited to the retargeting of websites and Facebook targeted retargeting. Managed services offer additional choices like the CRM and search retargeting.

Apart from the mentioned platforms Popular social media platforms also let you target your site's visitors with native advertisements.

Facebook monthly active users — Facebook Monthly active Users (Image source: Statista)

This is everything you have to know about starting by retargeting your ads on Facebook.

Facebook Retargeting

Facebook has such a massive number of users, and it has tons of advertising potential.

However, Facebook also has some of the most sophisticated targeted tools available.

It is possible to create completely new audiences from scratch, targeting all kinds of interests, behavior, or data on demographics that you could think of.

Facebook demographic and interest targeting

At present, Facebook offers three distinct audience types, each packing dozens of subtypes to target everyone from people who come to your site to social engagement and brand new audiences:

Custom audiences: Develop audiences for Retargeting on the basis of people who showed interest in and were engaged prior to. It can be done on your site, on Facebook and mobile apps as well as other.
Lookalike audience: Upload a list of your customers on Facebook who will match it with comparable target groups for precise targeting.
Audience saved: Make a new audience by using demographics, interests in income, behaviour, and many more.

Step 1

In order to do this, you must first, create an account on the Facebook Business Manager. This platform will help you manage all of your Facebook advertisements. You can create a free account!

Step 2.

On the Business Manager dashboard, click on your toolbar and select"Pixels" "Pixels" option from the section on measuring and reporting.

Step 3

Then, you can then click "Set Up Pixel" for it to be added to your website:

Set up Facebook pixel — Create a Facebook pixel

Step 4

In this section, there are three simple options to get going.

Utilize tags with the help of tag managers (easiest choice if have this setup on your website and aren't familiar with code)
Manually copy and paste this code onto your site's page.
Forward the information to the developer of your website

Step 5

Once you have the pixel set up, give it time to begin collecting data on traffic prior to launching a campaign. Although there is no harm by starting early however, you may not notice much activity until the pixel has greater information. If you're ready launch the campaign, head to the audiences section of your Facebook Business Manager to build a customized audience to retarget.

Step 6

From here, you can create a new custom audience using a range of Retargeting options. For a retargeting campaign, this will typically include "Website traffic."

Step 7

Once you create your retargeting list and you have it, you can make new ads using the Ads Manager (which is within the business manager) and then watch how traffic is coming in!

A lot of social media sites are now offering some kind of retargeting within their advertising options. There are others you could want to test it on.

Pinterest Retargeting: Pinterest Recently, the social media giant has introduced a retargeting feature for advertisers. This means that you can make your site's visitors more visible through Pinterest via promoted pins.
Qora Retargeting The Quora platform lets you target users in your advertising pixel who have visited your website but haven't made a purchase.
LinkedIn RetargetingLinkedIn is just as Facebook and Twitter. Segment and re-engage with visitors who've visited your site with LinkedIn Ads.
YouTube Retargeting: Retargeting is conducted through Google Ads, with the same audiences you have set up in the normal Google Ads remarketing (as seen below).