So, What Is This Retargeting?

Many times, users visit your website, but they do not perform any of the desired actions, such as form submission and sign-up, and leave the website. So, in this case, businesses take help from the ad networks for retargeting.

Retargeting, basically, is encouraging the previously visited users to your website to return to it in order to fulfill a desired action. This encouragement is done by showing the business website’s ads to those previously visited users on social media platforms, similar websites, etc.,

Retargeting Vs. Remarketing

Many people use the terms retargeting and remarketing interchangeably. But they slightly differ from each other. Retargeting means encouraging customers who didn’t perform the desired action on your website the first time they came to come back there and fulfill that action.

Thus, retargeting is related to the users who never made a purchase on your website or availed of your services. Remarketing, on the other hand, encourages the users who have already purchased something from you/availed of your services to come to your website and perform the same or a different desired action.
Retargeting ads aim to build new relations, while remarketing’s goal is to strengthen old relations.

How Do Retargeting Ads Work?

A question might arise in your mind: How does retargeting work? Let’s understand this in detail.

Tracking pixels are used in retargeting in order to track the users who visit your website. Do you know what is meant by tracking pixels? It is a piece of code placed in a website header so that it loads on all the pages of your website. Tracking pixels track the users who visit your website.

The best thing about tracking pixels is that they do not store personal information, such as the name and address of the user.

Instead, it tracks the user on the basis of their IP address. It displays your retargeting ads to those who visited your website but left without fulfilling the desired action. Tracking pixels can also tell if a user has completed an action.

Are There Any Benefits Of Using Retargeting Ads?

Of course, there are benefits of retargeting ads. Otherwise, no one would have been using it. Let’s discuss some of them:

Boost In Sales

In retargeting, you encourage people who already know about your business to visit your website. Thus, you do not start from scratch to persuade web users to buy your product or avail of your services.

Creation Of An Ad Campaign Based On The Stage Of Leaving:

Users leave your website at various points. For instance, one user can leave after scrolling for a minute, and another can leave after adding an item to the cart. Retargeting ads can be created based on the stage when the user leaves your website so they see ads related to their stage of leaving. This is a pretty effective feature of retargeting.

Enhanced Brand Recall

When you encourage the users who have visited your website to return to your website, it embeds your brand in their minds, resulting in a better brand recall.

Promotion Of New Product/Service

As discussed earlier, retargeting involves encouraging the users who visited your business website in the past to return to it and fulfill a certain action. This results in better brand recall, which leads to enhancing your brand value. Then, these people will consider buying your new products/avail of your newly launched services.

Ad Formats To Use for Retargeting

There are various ad formats that can be used for the purpose of retargeting. Let’s discuss some of the most popular ones:

Text Ads

Text ads can be defined as ads that simply contain text. These are not accompanied by anything else, such as images and graphics. Despite being one of the simplest ad formats, they are highly popular.

Banner Ads

Your retargeting campaign can be really effective with the use of these ads. These ads contain images, making them a good choice for retargeting marketing. The reason for this is that human beings engage more easily with images than texts.

Popunder Ads

Popunder ads are one of the oldest ads in the market. The reason for their popularity is their disruptive nature. Let’s understand their disruptive nature: Popunder ads open up behind the current window and appear to the user only when he/she closes that window. Thus, retargeting ads can be created in popunder ad format for effective results.

Native Ads

These ads merge seamlessly with the content as if they are a part of it. These ads are also a good choice for retargeting campaigns.

Video Ads

We discussed earlier that human beings engage more easily with images than with texts. They engage with video much more easily with videos than images. So, you can make your retargeting ads really creative and engaging with the help of video ads.

Social Bar Ads

Social bar ads are push notification ads. These ads can be created in various shapes and sizes. This ad format is a great choice for creating retargeting ads as it creates a sense of urgency.

Steps To Create A PPC Retargeting Campaign

PPC stands for pay-per-click. PPC advertising does what its name implies – the advertiser has to pay a certain amount to the publisher every time his/her ad is clicked. This is a very effective method for creating retargeting ads because advertisers do not have to pay any amount when their ad is not clicked. So, PPC advertising is also cost-effective.

Now, let’s discuss the steps that are required to create a PPC retargeting ads campaign:

Identify The Retargeting Audience

Before launching a retargeting campaign, you must know who your retargeting audience is because you do not want to waste your time on people who are irrelevant from the perspective of getting clicks.

Choose The Best Advertising Platform According To Your Needs

The next important thing in a retargeting campaign is selecting the advertising platform. You should choose an advertising platform that fulfills your retargeting goals.

Some of the best advertising platforms are the following

7Search PPC

This ad network is one of the best choices available. Let’s discuss why:

User-Friendly Interface

7Search PPC has a user-friendly interface. It means our site is easy to use. You can create an account pretty easily, and you can create your ad campaigns in a simple manner as well.

Various Ad Formats

Our ad network provides you with various ad formats that can be used for retargeting. These ad formats include text ads, banner ads, social bar ads, popunder ads, native ads, and video ads (coming soon).

Pricing Models

In order to boost retargeting ad campaigns, we offer various pricing models. These are the CPM (cost-per-mille) model, the CPC (cost-per-click) model, and the CPA (cost-per-action) model [coming soon].

24*7 Customer Support

We are available for our customers 24*7. Contact us anytime regarding any queries, and we will respond as soon as possible.

Advanced Security

Our ad network provides three-layered security for the protection of your data. We use a blend of in-house and third-party fraud detection systems.

Google Ads

Google Ads is another popular choice. There are various benefits of choosing it for retargeting:

Quick Account Setup

Google Ads allows you to set up an ad account pretty easily. It is one of the best qualities of the ad network.

Reliability

Google is a pretty popular network, and it has a pretty big brand value. Its fame serves for its reliability.

Accuracy

The data that Google provides is pretty accurate. So you can rely on it completely.

Conclusion

Today, we discussed retargeting ads and why they are so important. These ads encourage the users who visited your website but left without performing the desired action to return to your website and complete that action.

Retargeting and remarketing have a slight difference. Remarketing is related to the users who have already fulfilled the desired action and is used to strengthen old relations. Retargeting, on the other hand, is related to the users who did not perform the desired action when they visited your website for the first time. It is used for building new relations.

Retargeting can provide you with various benefits, such as a boost in sales, enhanced brand recall, and assistance in selling new products/services. You can use various ad formats, such as text ads, banner ads, social bar ads, video ads, popunder ads, and native ads, to boost your retargeting ad campaigns. 7Search PPC and Google Ads are two popular ad network choices for creating retargeting ad campaigns.

Frequently Asked Questions (FAQs)

What is retargeting?

Ans. Retargeting can be defined as the activity that is used to target the users who had visited your website sometime in the past but left without performing the desired action. These users are then encouraged to return to your website and complete that action through various methods, such as showing ads on platforms related to your business.

What are some advantages of using retargeting ads?

Ans. Some advantages of using retargeting ads:

• Boost in sales as people who already know about your business are targeted.
• Retargeting ads can be created based on the stage at which the user left your website. Thus, specific retargeting ads can be created.
• It enhances brand recall.
• Due to enhanced brand recall, your brand value improves, which results in building people’s trust in your business.

What is the difference between retargeting and remarketing?

Ans. Retargeting and remarketing differ slightly from each other. Retargeting is related to the users who visited your website but did not perform the required action, so you encourage them to return to your website and complete that action.

On the other hand, remarketing targets the users who have already performed the desired action on your website. Thus, retargeting aims to build new relations, and remarketing aims to strengthen old relations.

The confusion arises because many, including marketing professionals, often use remarketing and retargeting interchangeably. However, technically, both aren’t the same. While the goal of retargeting and remarketing is the same, the strategy used and who you will reach differs significantly.

Difference Between Retargeting And Remarketing

Advertising experts spend a ton of time obsessing over numbers, getting creative, and testing audiences. It can be a tedious process, with only a fraction of ad clickers converting.

Though you can get a lot of web traffic, it might not quickly translate to increased sales numbers. Only a few people make a purchase the first time they visit your website.

When you have overwhelming data and can track virtually everything, you can become distracted. It is easy to neglect the role of marketing in front of the might of seemingly unlimited data.

Marketing efforts are essential to winning people over long before they make any decision. An excellent marketing strategy can convince people to choose your company or product over others while making a purchase.

It is not always beneficial to target new people. Often you can gain more by targeting people who have already visited your website or have interacted with you in the past.

The strategies used in remarketing and retargeting can allow you to reach these potential customers, who are more likely to purchase from you than first-time visitors.

Let’s individually analyze remarketing and retargeting to make the difference clear.

What Is Retargeting?

In simple terms, retargeting is the process by which we can show ads to an individual based on their prior interaction with our website.

It can have multiple approaches and most often refers to displaying ads targeting the users who have visited your website but have not made a purchase.

Once someone opens your website and takes any action, a cookie gets set in their browser. This cookie contains information regarding the action the visitor took and whether they had purchased something. You can retarget potential customers with relevant ads using this information.

Usually, third parties place these ads on different websites. With the cookies you put in the visitor’s browser, you can make sure that they will see the ads you want them to see on various websites they open.

We can categorize retargeting into two events – on-site and off-site.

You can choose between the two depending on what type of interactions you want to target. Each method has different strategies that you can employ to retarget your potential customers.

On-Site Interactions Targeting

It is the most common approach when it comes to retargeting. This method involves targeting people who have already visited your website, and interact with your products and services before but have not completed the sale.

Retargeting the individuals who have shown interest in your product or service can increase conversions.

You can take into consideration the following parameters for on-site targeting:

• Targeting depends on the product the person has interacted with but doesn’t buy.
• Try targeting depending on how they have found your website. These modes can include – social media, web search, or other inbound events.
• Target those in your email list who have shown interest in your brand but have not yet purchased anything.

You can set these targeting parameters within different ad platforms, including:

• Google ads
• Facebook ads
• Google Analytics
• and others

Retargeting campaigns typically show higher engagement and conversion rates than usual campaigns because it is easier to persuade people to buy things if they have already shown interest in your product or brand.

Off-Site Interactions Targeting

Previously, the scope of retargeting was not broader than what a person does on the website. However, that changed with the advent and popularity of social media.

It means that now, the product and brand information does not stay in only one place. Instead, it is available across different areas. Audience interactions now exist in various places not owned by the brands.

Social media behemoths like Facebook recognized the potential and started making engagement targeting possible.

In other words, off-site interaction targeting means that the brands could focus their retargeting efforts on the people who have interacted with their content on social media.

What Is Remarketing?

In remarketing, a business tends to reach out to its existing customers with information about new products and services or remind them to renew their subscriptions. In the retargeting campaign, they approach potential customers who have interacted with the website but have not made the purchase.

Techniques and tools used in both are mostly similar, hence so much confusion.

The preferred way of remarketing is email. Often companies go the route of paid advertising for remarketing by showing ads related to an accessory to the product a customer has already bought.

The Fuzzy Boundary Between Retargeting And Remarketing

Earlier, the boundary between email marketing, retargeting, and remarketing was clear because each has a different implementation and way to implement it. However, in recent years with platforms like Google Ads and Facebook, remarketing and retargeting have become centralized.

You can now use the same tools for remarketing that you are using for retargeting, which makes one feel that both are the same things.

With Facebook and Google Ads, the concept of an email list is losing its relevance. You can target the same people on these social media platforms (by running a paid advertisement campaign) you can via an email list.

The ability to simultaneously do the retargeting and remarketing makes the boundary between them even fuzzier.

Conclusion

The overlap and differences between remarketing and retargeting have become less clear over the years. But we can say the same for digital marketing in general.

The ultimate goal of digital marketing, remarketing, retargeting, etc., is to increase conversions. The only difference is the strategy you are using for increasing conversions.

Retargeting is heavily focused on paid ads. Remarketing email campaigns are more personalized and target those individuals who have already bought something from the company.

The trend of merging two different things into one is a thing you can see in digital marketing as a whole. As digital marketing platforms become more capable, it will only become about which blend of tactics can give you the best results.

Frequently Asked Questions (FAQs)

What is the difference between marketing and retargeting?

Ans. Marketing encompasses a broad range of activities aimed at promoting products or services while retargeting specifically focuses on re-engaging users who have previously interacted with a brand online, serving them targeted ads to encourage conversions and enhance brand recall. Retargeting is a subset of marketing, that emphasizes personalized strategies for reconnecting with specific audiences.

What is remarketing also known as?

Ans. Remarketing is also known as retargeting, referring to the practice of displaying targeted ads to users who have previously visited a website or engaged with a brand online, aiming to rekindle their interest and encourage conversions.

What is an example of remarketing?

Ans. An example of remarketing is when you visit an online store, view a product, and then see ads for that specific product or similar items on other websites or social media platforms. This targeted advertising strategy aims to re-engage potential customers and encourage them to return and make a purchase.

What two types of remarketing can be used?

Ans. The two types of remarketing commonly used are standard remarketing, which targets users who visited a website, and dynamic remarketing, which displays personalized ads featuring products or services that users viewed on the site. Both strategies aim to re-engage visitors and enhance conversion rates through tailored advertising.

What is search retargeting vs remarketing?

Ans. Search retargeting involves targeting users based on their search behavior, showing ads to those who have entered specific search queries, even if they haven’t visited a particular website.

On the other hand, remarketing focuses on displaying ads to users who have previously interacted with a specific website or brand, regardless of their search queries. While search retargeting is based on search engine behavior, remarketing relies on users’ prior interactions with a particular site or content.