What Is Retargeting Marketing And How Do I Get More Leads From It?

retargeting marketing

Retargeting campaigns were specifically invented for a certain type of prospects – those that view your products or services and hit the door without taking the initiative to take action. These prospects have some level of interest in your products or services; but for some unknown reasons, they cannot make up their mind and do the necessary.

It could be that you’ve not cultivated enough desire in them. Or that they still think there’s a better offer somewhere. Whatever the reason, it goes to show that these prospects are still mulling over the decision to buy. What they need at this point is a little nudge to push them to the edge so they can make up their mind.

How Retargeting Works

Retargeting is no rocket science. You’ve probably seen it in action. Remember that one time you were online shopping for something? Let’s assume it was a pair of pink shoes. You ran a simple search and landed on a site that was selling the shoes.

But upon checking the site for a few minutes, you would hit the exit button and proceed to check another site that was completely different from what you were searching for. At this point, we can assume you had stuffed the idea of buying the pink shoes in the backburner – to be revisited later.

So you land on the next site, probably some Singapore gossip blog. But as if by magic, the blog is running an advert of the pink shoes you were earlier on interested in. Strange! It can’t be a coincidence. Is the universe conspiring with advertisement companies to get you to make an important decision?

Could this be the pair of shoes that’s finally going to bring your future spouse to you?

The answer is no. This isn’t some psychic intrusion or cosmic coincidence. This is retargeting or remarketing at work – and it’s nothing complex or out of the ordinary. You could understand it to the bone if you tried.

How Retargeting and Cookies and Pixels Works

Retargeting utilises pixels. Retargeting pixels are nothing more than a JavaScript code that anonymously follows your audience all around the web.

You simply place the code on your website. This code operates anonymously and can’t be detected by your audience. Neither does it affect your site’s performance or anything else for that matter. Its work is limited to following your site’s visitors around, and alerting ad companies so they can know the right ads to send to that particular user.

So every time a new user lands on your site, the code responds by sending an anonymous cookie into their browser. This cookie is then stored in their browser. And next time you come online to browse again, this cookie will notify retargeting providers on the kind of ads to serve you.

So as a marketer, this strategy will ensure that your ads are only served to the people that have previously interacted with your site.

This is what happens behind the curtain when someone talks about Facebook retargeting or any other retargeting provider. This form of marketing strategy helps to ensure your prospects are served with relevant ads that  reels them back to the desire they had earlier on cultivated.

As a marketer, you don’t need to know the exact identity of that person. Neither do you need to know where they are at the moment. Pixels and cookies handle all the details by keeping track of your audience and their online activities.

The kind of campaigns that are likely to benefit from Retargeting

Retargeting is both simple and complex, depending on the angle you choose to view it. But regardless of how you view it, retargeting has only one goal – to nudge a prospect well enough so they can take action after failing to make up their mind o their initial visit of your site. 

The action to be undertaken can be anything. It could be that you want your prospects to fill up a particular form, complete a purchase, book a webinar, or make an appointment. All these qualify as action. And your retargeting campaign serves to remind users of an initial plan they had in mind but didn’t go through with it.

A real-time example of Retargeting

Let’s assume that you have an upcoming webinar that you’ve created a landing page and set up retargeting ads for. A visitor comes to your site, but they don’t leave the site without signing up for the webinar. You don’t just let them go like that.

That’s where the retargeting ads come in. Later on, they may decide to visit some other sites or social media channels across the web.That’s where retargeting pixels and cookies get to work. By now you’d have created a retargeting sequence for ads to establish trust in your prospects so you can get them to change their mind and proceed with registration. You’re more determined to make them sign up for the webinar and retargeting is what you’re going to use to get them to reconsider their earlier decision.

So here’s how retargeting campaign will be working in real-time:

  1. First, you have an online user visiting your site. It could be after running a Google search query or clicking on an ad that you had published on social media.
  2. You’ve inserted the retargeting pixel on your site. So when the visitor lands on the site, the pixels respond by planting a cookie on their web browser or computer.
  3. This cookie will then prompt retargeting providers to serve this particular web browser or computer with corresponding ads. It will trigger an ad sequence.
  4. Ad 1 running for the first four days: The user will be served with videos that will be explaining more about your business or what it is that you do.
  5. Ad 2 running for day 5 to day 8: This ad will be linked to an article that will be talking more about webinars and why you should consider signing up for one.
  6. Ad 3 running from day 9 to day 12: This ad will be inviting the user to join the webinar. Once the user clicks on the ad, they’ll be directed to a page with the registration form so they can complete the action they had earlier on intended to complete.
  7. After signing up: Once the user has registered for the webinar, your site can be set such that it will be firing another pixel that will be moving them from the first retargeting to a second one. In the second retarget, you can run a similar ad sequence, only that this time you’ll be more focused on reminding the user to attend the event.

This example of retargeting is more advanced. It’s a well-thought-out plan on how to retarget a user until they finally get to respond.

It goes to show that retargeting can be an effective marketing strategy if conducted with the right approach. Keep in mind that there’s no limit as to what you can achieve with retargeting.

For instance, you could use it for retargeting the visitors that are checking out your products but aren’t placing any order. You can follow them with a calculated ad sequence that will be building their desire bit by bit until they finally make up their minds.

You could also use them for your sales funnel and so forth.

You’re the person to decide on how sophisticated you want the ad sequence to be. This is where you put your thinking into good use. Where you can’t come up with something creative, you have the option of outsourcing the service from a retargeting company that could help you figure out the right sequence to set your ads.

The Final Thought

Retargeting works for everyone with an online presence, regardless of whether you’re driving organic or paid traffic. So long as you have visitors who land on your site and leave without taking action, that’s enough reason to factor retargeting campaigns into your next marketing strategy.

Retargeting is what you use to remind the user that you still exist even after they left your site without doing anything. It’s what pushes them to take the action they had initially intended to take before finally pulling out. You can think of it as offering a second chance to a prospect that’s already familiar with your offer.

No one understands retargeting campaigns in Singapore better than us. So why not give us a call today or schedule a meeting with one of our customer representatives at MediaOne Marketing and let’s reason out together on how we make this marketing strategy work for you.

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
Google+

September 07, 2019

Get A Free Digital Marketing Consultation & Start Getting Sales & Leads!

Go top
close-link