As part of our mission to educate small business owners and marketing departments looking to expand into media, Screechy Cat Media will be creating a series of short posts outlining some of the important facets of digital media. In this post, we will examine retargeting in digital marketing.
Retargeting in Digital Marketing
Editors Note: in this article we use the terms “retargeting” and “remarketing” interchangeably.
What
Retargeting in digital marketing refers to ads that are targeted to individuals based on a user’s past web behavior. For example, if you were to visit Amazon and peruse some home furnishings, you may subsequently see Amazon ads (sometimes, even for the specific items you viewed) on other websites.
Who
Retargeting is open to just about anyone running a digital media campaign. A website or app would be needed to build a remarketing pool, though email addresses, mobile app ids, and social profile fans can be utilized in some platforms as well.
Where
Retargeting ads are generally thought of as part of display media—and, they are—but most social platforms and even paid search offer forms of retargeting or remarketing. Even your email marketing can contain a form of retargeting.
When
In our experience, we have found retargeting to be the most effective in bottom-funnel media campaigns, such as direct response or lead generation. Remarketing can be incorporated into brand awareness campaigns as well to increase frequency and/or brand retention.
Keep in mind that there are minimums in terms of audience sizes when developing a retargeting campaign. Each media platform has its own minimum, with LinkedIn requiring 300 while Meta audiences need at least 1000. This is done to ensure that advertising isn’t personalized to individual users, and also to protect the privacy of the users in that retargeting audience.
Why
There are many reasons in which you would want to include retargeting in your digital marketing campaign. The conversion rate of a brand new visitor to your website into a customer is typically quite low; most first-time visitors will leave without so much as visiting a second page. The costs associated with acquiring that traffic in the first place can often be quite high—with retargeting, all of the effort to bring in a new visitor wouldn’t be for naught, even if they were to bounce immediately on that first visit.
As a bottom-funnel activity, retargeting is typically one of the most effective and cost efficient drivers of website actions in any digital marketing mix. Consumers often need to see numerous ads across a diverse group of channels in order to become a customer, and retargeting ensures that those with some familiarity with your brand will be specifically targeted.
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Retargeting usually begins with placing pixels on your website, which will then drop cookies on site visitors’ browsers in order to add them into an audience for ad targeting. Social and display retargeting can also incorporate email addresses to find users online, or you can build a retargeting audience based on people following your existing social profiles.
Getting Started with Retargeting
Retargeting is a standard offering in most of the popular self-serve ad platforms, including Google, Meta, LinkedIn, Reddit, and TikTok.
If you’re looking to include retargeting in your digital marketing campaign, let us help! Contact us today and we’ll come out or set up a video chat for a free consultation!
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