The concept of retargeting refers to the possibility of reaching audiences that have already been contacted, but not converted into sales. This is a technique that usually offers very good results, as long as it is carried out properly.
To do this, we analyze what retargeting is, the different types of retargeting that exist, how to measure this strategy and how to use them in different areas such as corporate in influencer marketing.
What is Retargeting?
Retargeting is a digital marketing strategy that allows you to re-impact users who have previously interacted with a business, but have not completed a conversion. This is achieved through the use of cookies or identifiers on platforms such as Google Ads, TikTok Ads, Facebook Ads, Pinterest Ads and other advertising networks.
When a user visits a website, a cookie is stored in their browser. Subsequently, when browsing other sites or social networks, these users may see ads specifically designed to remind them of the product or service with which they interacted. This technique increases the chances of conversion by impacting users who have already shown interest in the brand.
Retargeting is one of the most effective strategies to improve the conversion funnel and maximize the return on investment (ROI) in digital advertising, as it targets a qualified audience with a greater intention to buy.
Types of Retargeting: Strategies to Maximize Results
There are different types of retargeting, each designed to cover different stages of the purchase process and adapt to the needs of the business. Here are the main ones:
Website Retargeting
This is the most common and is based on the installation of a pixel on the website. It allows you to impact visitors who have interacted with specific pages (such as that of a product) but have not completed a purchase.
Retargeting on Social Networks
It uses platforms such as Facebook, Instagram, LinkedIn or TikTok to show ads to users who have interacted with an account, publications or the brand’s website. It is ideal for businesses with a strong presence on networks.
Through specific tools of each platform, such as Facebook pixel, you can see what conversions your campaigns have had.
Email Retargeting
Segment users who have opened an email but have not clicked on the link or have visited a website without converting. It can be done through personalized ads or with automated email sends.
Search Retargeting
Impact users who have searched for specific products or services on Google or other search engines. It is based on keywords and is displayed when the user continues to search for similar solutions.
Dynamic Retargeting
Ideal for e-commerce, it shows ads with specific products that the user has seen or added to the cart, increasing the chances of closing the sale.
Engagement-based Retargeting
It targets users who have interacted with videos, surveys or content on social networks, but have not taken any subsequent action.
This content can be from your own social networks or from the profiles of content creators, especially when you carry out a marketing action with them.
Retargeting by Customer Lists
Use databases of emails or customer phone numbers to show personalized ads on different advertising platforms.
Situations in which Retargeting is most Effective
Retargeting is not just about showing ads to any user who has passed through a website. Its effectiveness depends on applying it at the right times. These are some situations where it is especially useful:
Abandoned Carts in eCommerce
One of the most common cases. Users add products to the cart but do not complete the purchase. A reminder ad with an offer or free shipping can motivate them to finalize the transaction.
Users who Visit Product or Service Pages
If a user has explored a specific product or service, but has not taken any action, a personalized ad can reinforce their interest and accelerate the conversion.
Potential Customers in the Sales Funnel
When a user has advanced in the sales funnel, but has not completed a purchase or subscription, retargeting ads can serve as a reminder or final incentive.
Visitors of Specific Content
If a user has read an article or watched a video on a website, retargeting can be used to offer complementary content or related promotions.
Users who Interact on Social Networks
Those who have liked, commented or shared publications, but have not visited the website or made a purchase, can be impacted with ads adapted to their level of interest.
Remember that through influencer marketing strategies or even live shopping, you can analyze a large number of interactions with your services or products.
Old or Inactive Customers
Retargeting can be used to recover customers who have not purchased in a long time, offering them discounts or relevant news. This option is often done through email marketing campaigns or thanks to periodic and targeted newsletters.
Events and Product Launches
If a company is organizing an event or launching a new product, retargeting allows you to impact users who have shown previous interest and increase participation or sales.
Retargeting as a Corporate Strategy
Retargeting has become a fundamental pillar within business digital strategies, allowing brands to maximize the value of their visits and increase their conversion rate (which refers to sales, subscriptions, etc.).
In an environment where competition is fierce and consumers have multiple options, recovering users who showed interest in a product or service has become essential to optimize advertising investment.
Companies use retargeting as part of their marketing plan not only to close sales, but also to improve brand recognition and encourage customer loyalty. A well-executed strategy can segment users according to their behavior on the web, personalizing ads according to their specific interests and needs.
In addition, with the integration of artificial intelligence and machine learning tools, retargeting campaigns can be even more accurate and effective. Retargeting is a key tool for any business that wants to optimize its conversion funnel and maximize its return on investment in digital advertising.
Data on Retargeting
Retargeting is one of the most effective strategies in digital marketing, the data supports it. Retargeting ads can generate conversion rates up to 70% higher compared to standard ads, in addition, 92% of customers who visit a website for the first time do not make a purchase, which highlights the importance of a strategy that allows them to be re-impacted in the future.
Retargeting campaigns have an average CTR (click-through rate) of 0.7%, higher than the 0.07% of conventional display ads. Consumers are also 43% more likely to convert when they see a retargeting ad, compared to those who only receive generic advertising.
On the other hand, 25% of users say that they find retargeting ads useful, as they remind them of products or services that really interest them. This data shows that retargeting is not only an effective tool, but also contributes to improving the user experience.
Retargeting in the Influencer Environment
Retargeting has evolved beyond traditional ads and has found a space in the world of influencers. Brands have discovered that combining retargeting strategies with influencer campaigns can be a highly effective way to reinforce the impact of their messages and convert followers into customers.
When a user interacts with content from an influencer on social networks, they can be integrated into a personalized campaign to receive retargeting ads with products or services related to that content. In this way, retargeting amplifies the reach of an influence marketing campaign, activating the resource of promoted products and increasing the probability of conversion.
Another advantage of retargeting in the field of influencers is the ability to extreme personalization. Ads can be adjusted according to the user’s relationship with the influencer, using images, videos or messages that reinforce the credibility of the campaign. In addition, platforms such as Instagram and TikTok allow advanced segmentations, which facilitates the optimization of combined advertising campaigns. In addition, it is very useful to use profiles by sectors such as cultural influencers, fashion influencers or gastronomic influencers.
Measurement of Retargeting Campaigns
Measuring the success of a retargeting campaign is key to optimizing strategies and improving the return on investment. One of the main KPIs is the conversion rate, which measures how many users complete a desired action after seeing a retargeting ad.
Another important indicator is the CTR (click-through rate), which indicates the proportion of users who clicked on the ad compared to the number of impressions. In addition, the cost per acquisition (CPA) helps to understand the efficiency of the campaign in terms of investment and results obtained.
The analysis of the behavior of the user after the interaction with the ads is also crucial. Metrics such as the bounce rate, the duration of the session and the number of pages viewed can provide valuable information about the interest generated.
2btube, Specialists in Paid Media Campaign Management
At 2btube we are a specialized agency in the creation of paid media campaigns on social networks and digital platforms. If you want to achieve your objectives and improve your conversions, we help you develop a comprehensive strategy adapted to your needs.
In addition, we offer audiovisual production services and social media management, to boost your visibility and positioning among your target audience.
Get in touch with our team and we will design a plan adapted to your brand!