If you work in the e-commerce world you can’t help but leveraging digital marketing to sell products and convert clients. Email marketing, social media ads, and paid search are fundamental to send traffic to your website. Yet, if you want to convert more you will need retargeting too.
According to statistics, only 2% of visitors turn into customers. Retargeting help you get the other 98% to complete the desired action.
In this article we tell you everything you need to know about this strategy. As you know, uDroppy is always at the forefront when it comes to help you create and manage your business at best.
What is Retargeting (and how it is different from Remarketing)?
Retargeting is a marketing strategy that allows you to target those users who have visited your website with ad-hoc ads across the web.
Retargeting is so powerful because it targets users that are interested in your brand or products. This is why it’s such a popular marketing strategy in the digital world.
Yet, if you surfed the web in search of information about retargeting, you may have come across the term remarketing too.
Remarketing, is the retargeting strategy implemented with Google Adwords.
How does Retargeting work?
If you want to do retargeting you need to place a pixel, which is a piece of code, on your website. You can either place it to a specific section of the website or to the whole web page.
Whenever a user visit the page you have the pixel on, this user is cookied. This means that the information of the users will be saved. Don’t worry though, because it won’t save any sensitive information.
By doing so, you will be able to follow their moves across the web and show them your ads whenever you have the chance to.
When seeing your ads, the users will remember you and will go back to your website and buy (or any other desired action). When they do this, they will be removed from the “audience” (viz. the list of cookied visitors) so that they won’t see the ads anymore.
If this is not clear enough look at this picture.
You can also control the sites that can show the retargeting ads.
This means that if that particular site is not helping your conversions you can cut it. In this way you will be able to optimize your investment.
The differences between Retargeting campaigns
Retargeting is a powerful tool that will improve your conversions. We saw that it works by using a specific pixels on your website, but what we didn’t tell you, still, is that there are different models of retargeting.
There is site-based retargeting, the most popular, where you retarget users who visited your website before.
Then there are also: search retargeting, email retargeting, link retargeting,CRM retargeting ect.
Search retargeting consists in targeting users according to their previous web searches. Is different from site retargeting because it doesn’t target interested users, but finds new ones.
Email retargeting is the strategy that allows you to retarget those subscribers that read your email, but didn’t click on your CTA (Call to action). In this case the pixel is contained in the email that you send to your subscribers.
Yet, it can also be the strategy where you send emails with personalized offers to users that visited your website before.
In other words, you can do retargeting according to your needs and your goal. Set a clear goal and then put in place the best strategy.
How is Retargeting measured?
Measuring retargeting campaigns is important to know if they worked. To do so, you can either leverage the click-through or the view-through conversions.
The click-through conversions are those that results from direct click on a retargeting ad they were shown. View-through conversions are those where the users convert into clients thanks to a further channel. In this second case, thought, the users saw the retargeting ad before completing the action.
How can you use Retargeting?
The best way to do retargeting right, optimizing investment and raising results, is to know your goal.
Until no long ago, the customer journey had the shape of a funnel divided into some key sections.
Here below an example.
Yet, due to all the modifications of the market, the customer journey cannot be a funnel anymore. This is why we should talk about the customer lifecycle.
In any case, whether you work with a funnel or a circle, the best way to do retargeting is to create ad-hoc ads according to each phase of the process. In this way you will be able to guide the users throughout the buying process and pushing them in the right direction.
For example, if they are in the Awareness phase, it will be enough to show them something that will make them remember you. Your logo and brand name are fundamental. In the phase of Engagement, then, you can show them a products or services they have seen on your website.
When it comes to the Evaluation, you can show them reviews and other social proof content, helping them to make a final decision.
Finally, in the Purchase phase you can show them the product or service they put into the cart without completing the process.
These are all examples of the way you could use retargeting. Choose what is best for your business and your goal.
What are the dangers of Retargeting?
As every marketing strategy, retargeting can help your business grow, or can endanger it. Of course, everything depend on you and how you use it.
To help you do retargeting in the right way, we have gathered the most frequent dangers of retargeting.
First, you need to understand that retargeting frequency must be kept under control.
Studies says that the right number of impressions of your retargeting ads should be around 7-12 in a month.
If you exceed this number you will receive complaints from users. Meaning, you will get the opposite result.
Second, if you want retargeting to work, you need to create specific campaigns. Retargeting is a specific and independent channel. You can’t use past ads and landing pages.
Third, retargeting shouldn’t be too serious. In fact, retargeting ads that work best are those funnier and more personal. It’s your chance to create personalization, the best tool when it comes to both conversion and loyalty of clients. It’s also the chance to establish relationships with your users. Showing your human side is the best way to connect with them and make them trust you.
Fourth, you don’t need to be in a rush. If you want to see better results, you need to give your campaign time. In fact, studies show that retargeting works best if they are up and running for some time.
Doing retargeting is good for your business. This strategy allows you to lower your ad costs and improve your targeting. In fact, you will target users interested in your brand and products, optimizing the investment. It also improves your reach and your conversions, improving your business performance.
In other words, if you are still not doing retargeting, the time has come!
Having a partner that takes care of all the complex operations of the business is great. It allows you to focus on finding the best marketing strategies to put into place to boost your store.
This is what we do in uDroppy.
Working with us means being free to create your business with a low budget. We give you our free platform which automates complex processes as product sourcing and orders fulfillment. We ship our owned products to your clients fast, reaching every country of the world. What’s more is that we help you grow, going from dropshipping to brand, all without problems.
Long story short, we are your comprehensive partner, giving you all you need to grow your business. You will have the freedom to work anywhere, anytime and to do it while we take care of everything you don’t want to handle.