Retargeting

Retargeting is a form of online advertising that helps bring back visitors who have already left your site. For most sites, only 2% of visitors purchased something during their first visit to the site. Retargeting is a tool created to help companies hit 98% which do not convert immediately.

How does retargeting work?

Advantages of retargeting

  • adjusts quickly
  • increases the number of conversions
  • better investment in advertising

Retargeting delivers more conversions than regular advertising, as it targets people who are already interested in you. However, remarketing has many more options:

  • targeting a specific category (such as Samsung TVs) or specific products
  • targeting unfinished orders
  • show your ad only to people who have been on your site for more than 60 seconds, for example, customers who have purchased a laptop from you can later see an advertisement for your service (laptop repair…)
  • Google Ads allows you to show a different ad on Google search for people who have already visited your site and those who have not yet

What is the difference between retargeting and remarketing?

Retargeting is most commonly used to describe online image ads that appear to visitors who have come to your site but left without making a purchase. This type of marketing is done using cookies that track the user after leaving your site.

Newly targeted ads appear on third-party networks, such as the Google Display Network and Facebook, which give you the opportunity to reach your potential customers on many websites.

Remarketing usually refers to reaching lost visitors via email, which is why you need visitors’ email addresses. These can be emails about leaving the cart, reminding buyers that they still have some products waiting in the cart, or an email that wants to sell other products based on browsing history.

Google groups retargeting and remarketing emails into a single terminology for “remarketing,” and most merchants follow the same definition.

How much does retargeting cost?

The actual cost of a retargeting campaign depends on the cost of placing your ad and, of course, the budget allocated. The value you get depends on the pricing model offered and your specific goals.

Retargeting campaigns are offered on a CPM or CPC basis:

  • CPM = cost per 1,000 impressions
  • CPC = cost-per-click
  • CPM is best when your goal is awareness, when you pay for impressions, no click is guaranteed. Many times you pay for an ad that is at the bottom of the page and is not even visible. It is not an ideal model to increase sales.

CPC means you only pay when someone clicks. And someone who clicks is probably very interested in the offer. If you have a specific performance goal, such as increasing your revenue, the selection model is CPC.

The movement of people on the Internet is often very fast, impulsive, and without much thought. They are often hesitant to buy the product, do not remember where they saw it, and leave your site multiple times and return. Until they decide, they are moving between you and your competition.

The movement of people on the Internet is often very fast, impulsive, and without much thought. They are often hesitant to buy the product, do not remember where they saw it, and leave your site multiple times and return. Until they decide, they are moving between you and your competition.

In these situations remarketing will bring a large part of these visitors back straight to the cart. Therefore, a small investment in retargeting is a good choice.

About the Author:

Klaudia Vámošová
Account Manager and copywriter at CSS Shopping in EU, responsible for customer care and support. During my work time, I enjoy writing articles and blog posts in the field of marketing. I study marketing communication at the university. My biggest passion is sport so all of my free time I spend in a gym or on the ice ring.