Retargeting, also called remarketing, is an online advertising technique to increase your conversion rate . This is a strategy taken from the rule of 7 . Therefore, your advertising message must appear 7 times before your prospects' eyes to encourage them to purchase. Concretely, if a person visited your site and showed interest in your offers, but ultimately did not purchase anything, you need to do retargeting so that they pull the trigger. In this article, discover the basics of retargeting.
Types of retargeting
Retargeting is a method of intelligently displaying your ad to audiences who have already viewed your page to encourage them to purchase. So this is your second chance to convert them into customers. For example, a prospect visits your site and clicks on several products to see the price and details. He seems interested but in the end, he doesn't add anything to his basket. A few moments later, he sees this same product again in his recommendations and returns to your site to buy . This practice is called retargeting.
There are two remarketing strategies to get your customers to take action.
Static retargeting
In static retargeting, the marketer creates fixed banners for each page visited by the prospect. Here, it will offer similar products, discount offers with promo code or simply the last product viewed.
Dynamic retargeting
With dynamic retargeting, we go further. The marketer notes the targets' preferences and creates personalized ads to maximize the chances of sales. It is based on the principle of omnichannel standardization of the purchasing process. So, if a customer consults your Facebook page, they may be tempted to visit your website. Once there, he will be able to find a more meaningful banner depending on what has interested him recently.
On which platform can we do retargeting?
Retargeting is a multi-channel method. You can do this on any platform: Facebook, Instagram, LinkedIn, YouTube or simply on Google. Here, the objective is to invite the customer to return to your page to finalize the purchase .
Retargeting: how does it work?
Your offer must appear at the right time to reach predefined targets. The broadcast must stop as soon as the person has purchased. Follow the following steps.
Step 1: Set campaign objectives
Before launching the campaign, you must have objectives like:
- generate more leads,
- to increase the sales,
- have more visibility, notoriety, etc.
Step 2: Identify the audience to (re)target
Refine your target list to reduce retargeting costs and increase conversion rates. Preferably, tailor your ads based on what you know about the prospect. The majority of marketers target people who have visited their website for a few minutes or those who have abandoned their shopping cart . Others add those who have visited several pages.
Step 3: Set up a compelling offer
Whether you choose static or dynamic retargeting, your offer must be meaningful in order to close a sale. It must remind the prospect of their love for your product or present complementary products. Choose your keywords carefully so that retargeting is more effective on search engines.
Use the sense of urgency to avoid long thoughts. Be careful, make sure that your target is not overwhelmed by your ads. Avoid making your audience easily tire of your product . We recommend that you limit the broadcast frequency to 15 or 20 ads per month.
Step 4: Develop your advertising retargeting strategy
Choose the communication channel for your retargeting and make a price comparison to minimize your advertising costs and make your investment profitable .
Step 5: Launch the retargeting campaign
Now all you have to do is launch your retargeting campaign and hope to have the maximum conversion rate .
Step 6: Measure the performance of your strategy
Don't forget to track your remarketing campaign to know when to refresh your offer . In fact, you will need to offer a varied advertising selection to avoid boring your targets.
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