Retargeting: How to set it up? {Examples}
In digital marketing, retargeting is a key strategy for reconnecting with website visitors who didn't convert. This concept relies on displaying targeted ads to these individuals when they browse elsewhere on the web. This article will shed light on everything you need to know before getting started, from definition to the benefits of retargeting, through its role in increasing conversion rates and customer retention, to the practical implementation of retargeting. All to effectively launch campaigns—here are our recommendations.
Expert opinion
Often perceived as an intrusive, even aggressive tactic, retargeting is actually far from being a barbaric marketing method. Many think users feel "stalked," but ultimately if we're smart and strategic in our approach, it can really change this perception. In my opinion, everything lies in the finesse of the message, clear objective definition, and precise targeting adaptation. In short, subtlety and marketing fundamentals are the keys to its effectiveness.
Retargeting: What Are We Talking About Exactly?
Definition of Retargeting
Retargeting, also known as remarketing, is a marketing strategy that allows you to reconnect with visitors who left a site without making a purchase or any other desired action. This is done by displaying targeted ads to these visitors when they browse elsewhere on the web.
This technique uses cookies to collect information about users' browsing behaviors, such as pages visited and products viewed, thus allowing you to show them relevant ads based on their previous interest.
It should be noted that retargeting isn't only used to improve conversion rates, but can also contribute to strengthening brand awareness and establishing relationships with potential customers.
Why Do Retargeting?
Retargeting addresses several challenges, so why do retargeting?
- Increase conversions: By targeting visitors who have already shown interest in your offer, retargeting can significantly increase your conversion rate.
- Strengthen brand awareness: Retargeting helps keep your brand top-of-mind for prospects by regularly showing them your ads.
- Retarget visitors abandoning their cart: One of the main challenges in e-commerce is reducing cart abandonment rates. Retargeting allows you to remind visitors of products they left behind.
- Build customer loyalty: By targeting existing customers with ads for complementary products or special offers, retargeting can encourage repeat purchases.
- Qualify your prospects: By tracking your visitors' journey and analyzing collected data, retargeting can help better understand and segment your audience.
A great example of retargeting: Airbnb has run retargeting campaigns targeting users who started searching for accommodations or planning a trip but didn't finalize their booking. Personalized ads remind users of their searched destination and suggest accommodations they viewed or that match their preferences. Result: by reminding users of their previous searches and showing them attractive options, Airbnb encourages return visits to the site to finalize a booking—a true traffic acquisition strategy.
How to Know When to Activate a Retargeting Strategy
To decide when to activate retargeting, several key indicators and strategic questions can guide your decision. Here's a structured approach to determine if retargeting fits your situation.
What's your site's cart abandonment rate? If you notice a high abandonment rate, this means many visitors leave your site without completing their purchase. Retargeting then becomes a valuable tool to encourage them to return and complete their transaction, signaling an immediate opportunity to increase your conversion rate.
Is your sales cycle long or complex? In sectors where purchase decisions require more time and reflection, particularly in B2B or for certain high-end B2C products, retargeting can play a crucial role. It helps maintain prospect engagement throughout their buyer's journey, increasing conversion chances.
Are you having difficulty retaining customers? If getting repeat customers is a challenge, retargeting can be the solution to stimulate re-engagement and loyalty. By targeting existing customers with ads for complementary products or special offers, you strengthen their connection with your brand.
Do you have a specific brand awareness objective? When the goal is to increase your brand's recognition and visibility, retargeting is an effective lever. It ensures your brand stays present in consumers' minds, increasing the likelihood they'll think of you during future purchase decisions.
Do you have precise data on your website visitors' behavior? Retargeting effectiveness relies on personalizing advertising messages based on users' behavior and interests. If you have detailed behavioral data, you can refine your retargeting campaigns to effectively reach different targeted audience segments, optimizing your chances of success.
By answering these questions, you can determine if retargeting fits your current needs and how to implement it strategically to strengthen your digital marketing.
Main Retargeting Channels and Tools
Email Retargeting
Email retargeting proves particularly effective for reconnecting with visitors who left your site without completing a desired action and converting them into new customers. Based on the user's email address, this method allows sending personalized emails, often in response to specific behaviors on your site.
For example, if a visitor abandoned their cart, a retargeting email can be triggered, reminding them of the products left and encouraging them to complete the purchase.
This technique requires visitors' consent to collect their email address, generally obtained through newsletter signup, webinar registration, or another action involving providing their email.
Companies can also outsource this task to specialized providers (like a retargeting agency), which can prove an effective solution for saving time and optimizing results.
Here are some best practices for effective email retargeting:
- Segment your emails: Create detailed, highly targeted email sequences based on users' behaviors and interests.
- Personalize your messages: Emails should be adapted to each user's individual preferences to maximize their relevance and impact.
- Avoid saturation: Sending too many emails to your contacts' inboxes can lead to disengagement or unsubscribing. It's essential to find a balance to maintain interest without being intrusive.
Social Media Ads Retargeting
Social media ads retargeting relies on platforms like Facebook, Instagram, LinkedIn, or Twitter to re-engage visitors who have already interacted with your brand. These platforms offer the ability to display targeted ads based on users' interests and browsing history.
- Facebook Ads, for example, allows creating targeted audiences based on user actions on your site. You can thus retarget people who visited a specific page or added a product to their cart without completing the purchase.
- Instagram, owned by Facebook, also offers retargeting options. You can appear in users' feeds or stories (through banners, for example) who have shown interest in your brand.
- On LinkedIn, you can target professionals who visited your site or engaged with your content, which is particularly useful for B2B companies.
- Twitter also offers retargeting options, allowing you to target users based on their interactions with your account or tweets.
These platforms generally offer integrated tools to track your campaign performance and optimize your return on investment alongside your organic social media.
Display Retargeting
For display retargeting, the principle is simple: your site visitors are targeted by display ads when they visit other sites. This is the most widespread retargeting channel, particularly thanks to display banners.
This type of retargeting requires using an advertising network with a display network. Among the best known, we find Adroll, Criteo, or Google Ads retargeting. These advertising networks offer tools to easily create your retargeting campaigns and track their performance.
Display ads can appear in different forms on partner sites: banners, squares, skyscrapers... They're generally placed in high-visibility areas to maximize their impact.
To optimize display retargeting, it's recommended to segment your campaigns based on your visitors' behavior and interests. You can for example target visitors who viewed a certain product category or who abandoned their cart.
Social networks like Facebook, Twitter, or LinkedIn also have their own retargeting platform, allowing display integration into a multi-channel strategy.
Setting Up Retargeting
Technical Prerequisites for Launching Retargeting
Before launching into retargeting, you should verify that your site has the necessary technical elements.
First, make sure your site is equipped with tracking code. This piece of JavaScript code will allow you to anonymously track your visitors and trigger the retargeting process.
It's generally provided by the retargeting platform you've chosen (Google Ads, Facebook Ads, etc.) and must be inserted on all your site pages.
Second, your site must be able to use cookies. These are small files placed on the user's browser, which will allow collecting information about their browsing behavior.
Finally, make sure to respect current regulations regarding data protection. In particular, you must obtain users' consent before collecting their information, in accordance with GDPR.
Define a Specific Budget
Establishing a budget for your retargeting campaign is a crucial step. Generally, the cost of a retargeting campaign varies based on various variables, including each campaign's specificity and your company's needs.
It's possible to launch a retargeting campaign with a relatively limited budget. Indeed, unlike more traditional marketing strategies, retargeting allows targeting specific people rather than bidding on high-cost-per-click (CPC) keywords. This means you can reach a relevant audience for generally lower cost.
However, it's essential to ensure your budget is sufficiently flexible to allow adjustments based on your campaign performance. Spending can be adjusted in real-time to maximize your campaign effectiveness.
As a starting point, plan a monthly budget of $100 to $300. However, keep in mind this is only an estimate and optimal budget will depend on your specific objectives, your target audience size, and your sector.
The Winning Trio of Retargeting: Objective, Target, Channels
A successful retargeting campaign rests on three main pillars: the objective, the target, and the channels used.
Your retargeting campaign's objective can vary according to your company's needs. It can involve encouraging users to perform a specific action on your site, such as purchasing a product or newsletter signup, or strengthening your brand awareness.
The target consists of users you want to reach with your retargeting campaign. It's essential to define it well to guarantee your campaign effectiveness. This can be visitors who interacted with your site without taking action, or users who showed interest in certain products or services.
Finally, the choice of retargeting channels is determining. These are the platforms on which you'll distribute your retargeting ads. These channels can be multiple: email, social networks, display... Each channel has its own advantages and must be chosen based on your objective and target.
Frequently Asked Questions About Retargeting
What's the Difference Between Retargeting and Remarketing?
Retargeting (also called remarketing) and remarketing are two strategies used to re-engage website visitors. Their goal is similar, but they differ in their approach method. Retargeting, often associated with display advertising, targets users who visited your site through ads placed on other websites or social networks. This type of strategy essentially relies on cookies to track users and present them relevant ads based on their browsing behavior. Conversely, remarketing focuses more on re-engaging former customers, mainly via email. This technique aims to reawaken interest from users who already had an interaction with your brand, for example by sending them personalized emails to encourage them to return to your site. In summary, the main difference between retargeting and remarketing lies in the communication channel and target audience.
How to Do Retargeting on Facebook?
To set up retargeting on Facebook, start by installing the Facebook Pixel on your website. This tracking code will collect information about your visitors' behavior. Once the Pixel is installed, you need to create a Custom Audience in Facebook's ads manager. This audience can be based on your site visitors, your mobile app users, or even people who interacted with your content on Facebook. Then, launch your retargeting campaign by selecting your custom audience. Make sure to properly define your campaign budget and schedule, then add your ad. Always think about measuring your campaign performance to optimize it. Find all advice in a dedicated social ads article.
How to Do Google Ads or AdWords Retargeting?
To set up retargeting with Google Ads, you need to integrate a Google Ads tag into your website. This tag, also called a retargeting pixel, will allow you to track your site visitors and collect data about their behavior. Start by connecting to your Google Ads account, then go to the "Tools and Settings" section. Click on "Audience Management" in the "Shared Library" column. From there, you can configure your Google Ads tag. It's crucial to properly segment your audience to offer personalized ads. For example, you can target people who visited certain pages of your site or who added products to their cart without completing their purchase. Once your tag is installed and your audience targeted, you can create your retargeting campaign directly in Google Ads.
