Retargeting, also known as remarketing, is one of the most powerful digital marketing strategies that helps businesses stay in touch with potential customers. The main idea of retargeting is to target an audience that has already shown interest in your brand, product or service, but has not taken the desired action - such as making a purchase, signing up for a newsletter or scheduling a consultation.
In this article, we explain what retargeting is, what types exist, how it works and how it can significantly contribute to the growth of your business.
What is retargeting?
Retargeting is a marketing strategy that uses cookies or similar technologies to track users who have visited your website or interacted with your content. The goal is to show them personalized ads while they're browsing the web, using social media, or watching YouTube.
For example, if a user viewed certain products on your site but did not complete the purchase, a retargeting ad will remind them of those products and prompt them to return and complete the process.
Types of retargeting
There are several types of retargeting you can use depending on your goals:
1. Retargeting via ads
This method uses cookies to track users. When someone visits your site, the cookie records their behavior and later shows them relevant ads on other platforms, such as the Google Display Network or Facebook.
Example: A visitor viewed your collection of summer dresses but did not make a purchase. Later, she sees an Instagram ad with a photo of the dress with a message like "Finalize your purchase now with 10% off."
2. Email retargeting
Email retargeting means sending personalized email messages to users who have already interacted with your brand.
Example: The customer added the product to the cart, but did not complete the purchase. An automated email reminds you of an abandoned cart with an offer for free shipping.
3. Retargeting via social networks
Platforms like Facebook and LinkedIn allow you to specifically target audiences that have visited your site, liked your posts, or interacted with your ads.
Example: Visitors who read your blog about the benefits of business software may see an ad for a free trial of your software on LinkedIn.
4. Dynamic retargeting
This type of retargeting uses personalized ads based on the products or services that the user has viewed. Dynamic retargeting is especially effective for e-commerce.
Example: If a user has browsed shoes in an online store, ads will show them exactly those shoes, along with recommendations for similar models.
What can retargeting do for your business?
Retargeting is not just a reminder – it has a much wider application and uses:
- Increase sales
Retargeting helps you win back lost customers. Statistics show that retargeted users are even 70% more likely to convert than new visitors. - Raising brand awareness
When users see your ads multiple times, they have a better chance of remembering you and considering you for their next purchase. - Increasing customer loyalty
Retargeting can be used to target existing customers with the aim of encouraging them to make additional purchases, discount offers or new products. - Reducing abandoned carts
Email retargeting is one of the best tools for bringing back abandoned users.
Examples of successful retargeting
- E-commerce: An online shoe store can use dynamic retargeting to promote abandoned products and offer additional discounts.
- B2B: A software company can retarget visitors who have read about their products and show them ads for a free demo.
- Local businesses: A restaurant can use Facebook retargeting to show an ad to users who have visited the site, with the message: "Reserve a table today and get a free dessert!"
How to start with retargeting?
- Set tracking pixel to your site (Google Ads, Facebook Pixel, etc.).
- Segment audiences based on their behaviors (page views, cart abandonment, ad engagement).
- Create compelling ads with a clear call to action (CTA).
- Track results and optimize campaigns.
Conclusion
Retargeting is not only a powerful tool for increasing sales – it builds a relationship between your brand and potential customers. Regardless of whether you run an e-commerce store, a local business or a B2B company, retargeting can significantly contribute to the growth of your business.
If you haven't started using retargeting yet, now is the time. Start with simple campaigns and track the results. Any strategy that combines the right message, the right user, and the right moment can do wonders for your business.
Contact Tourmaline Agency for professional assistance
If you want to make the most of retargeting campaigns, contact us Tourmaline. Our team of digital marketing experts will help you create personalized strategies, optimize ads and achieve outstanding results. Contact us today for free consultations and find out how to improve your business!
