Whether you\u2019re new to the marketing industry or a seasoned pro looking to polish your retargeting skillset, this post will cover the recent ins and outs of creating retargeting campaigns.<\/p>\n
The Value Of Retargeting Ads<\/h2>\n
Ecommerce conversion rates range from 0.7% to 4%<\/a> globally.<\/p>\n Since consumers have a low attention span and are used to endless scrolling, retargeting ads should be an essential part of your marketing strategy.<\/p>\n If you\u2019re struggling to understand why only a small percent of website visitors purchase from you, don\u2019t fret (yet). In reality, most people aren\u2019t in the buying stage when they first visit your site.<\/p>\n If, for example, only 3% of users are ready to buy, the other 97% are likely not prepared to convert.<\/p>\n Therefore, if your retargeting<\/a> goal is simply to get people to buy or convert now, you may be setting yourself up for failure.<\/p>\n Why is that? Well, telling people to \u201cBuy Now\u201d when they\u2019re not ready means your messaging is wrong for 96% of your audience.<\/p>\n Where does the value of retargeting come in here? Multiple factors make a successful retargeting ad:<\/p>\n Take this retargeting ad I got, for example.<\/p>\n I had been researching places to take a solo health and wellness vacation in Arizona. After landing on this website, I received this retargeting ad within 24 hours of visiting.<\/p>\n The ad itself captured the most important aspects I was looking for in a vacation:<\/p>\n Simply put, retargeting ads help lead users to the next step in their buyer journey. It\u2019s not just an ad that gets users to \u201cbuy now.\u201d<\/p>\n Your retargeting message should not be a rehash of your original marketing message.<\/p>\n Smart retargeting, however, focuses on understanding where your customers are at in their buyer journey and helping them take that next step.<\/p>\n For example, say you are a SaaS company where your goal is to get users to sign up for a free trial.<\/p>\n Your initial strategy is to bid on the terms such as \u201ccloud software,\u201d where you land users on a page that talks about your software and encourages them to create an account.<\/p>\n Unfortunately, only a small percentage of users will take that action. You may be tempted to retarget all non-converting web traffic with more information on your software.<\/p>\n Do you see the problem here? That message didn\u2019t work the first time, so why would it now?<\/p>\n It is where you\u2019ll need to switch up your remarketing strategy<\/a>.<\/p>\n The key to running retargeting ads starts with proper tagging. If you\u2019re looking to target web or app users of any kind, pixels, and tags are necessary.<\/p>\n Each platform you want to run retargeting ads on has its specific pixel. Right now, it seems the options are endless. You can retarget on major platforms, including (but not limited to):<\/p>\n If you\u2019re planning on testing out all these platforms, too many hard-coded pixels could slow down your website. Try using Google Tag Manager<\/a> to simplify your tag\/pixel management for a more straightforward implementation.<\/p>\n These tags identify a user based on their website activity (anonymously), which are then collected into platforms where you can later target them.<\/p>\n Now, one major thing to consider is the deprecation of third-party cookies. It\u2019s already been announced that Google is removing third-party cookies, and many others will likely follow.<\/p>\n This change to the consumer landscape leads us to the next core item of retargeting ads: audiences.<\/p>\n As mentioned above, third-party cookie deprecation may affect retargeting in the future. But, in what way?<\/p>\n The most significant shift will come from securing first-party data on your users \u2013 at the beginning of their user journey.<\/p>\n\n
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Screenshot from author\u2019s Facebook Feed, July 2022<\/em><\/span><\/div>\nWhat Do Retargeting Ads Do?<\/h2>\n
First Things First: Start With Tagging<\/h2>\n
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How Do These Tags Work?<\/h3>\n
Create Meaningful Audiences<\/h2>\n
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