What is retargeting and how can you use it to win back lost leads?

What is retargeting?

Retargeting, also known as remarketing, is a form of online advertising where you show ads to people who have already visited your website, but have not made a conversion (e.g. a purchase or sign-up). This is done by using a small piece of code called a pixel, which you add to your website. This pixel tracks the actions of your visitors, so you can later show personalised ads when they surf other websites or use social media.

Imagine this: a visitor comes to your website, views a product, but leaves your site without buying anything. With retargeting, you can re-engage this person through a targeted ad, for example with a reminder of the product they viewed, or even with a discount to win them over.

How exactly does retargeting work?

The process of retargeting starts with placing a tracking pixel on your website. When someone visits your website, this pixel places a cookie in the visitor's browser. This cookie stores information about their interaction with your website, such as which pages they visited or which products they viewed.

As soon as the visitor leaves your site without taking any action, the retargeting campaign is activated. Personalised ads are then shown to this person on other websites or social media platforms they visit. This can range from banners on news sites to sponsored posts on Facebook or Instagram.

The idea behind this is simple: most people don't buy or convert on their first visit to a website. By retargeting, you remind them of your offer at times when they don't immediately think of your business, which increases the chances of conversion.

Why is retargeting effective?

Retargeting is so powerful because it targets an audience that has already shown interest in your products or services. Unlike cold acquisition (where you try to reach people who don't yet know your brand), retargeting involves people who have already taken a step in the right direction. This makes conversion much more likely.

Another benefit of retargeting is that it helps you stay top-of-mind. People are inundated with ads and information on a daily basis. So it is not surprising that they forget about your website. Retargeting makes sure they are reminded of your company again, which is often the last push they need to make a purchase after all.

Different types of retargeting

Retargeting comes in different forms, depending on where and how you want to reach your target audience. Here are the two main types:

1. Site-retargeting

This is the most common form of retargeting. It involves showing ads to people who have visited your website but left without taking action. You can then target this audience with ads specifically targeting their previous interactions with your site.

2. Email retargeting

Another effective way to apply retargeting is via email. This can be done, for example, by retargeting people who have left a shopping basket without checking out. With a follow-up e-mail, you can remind them of the products still in their basket, possibly supplemented with a discount code to convince them.

How can you use retargeting to win back leads?

To use retargeting effectively, there are a few key strategies you can follow:

1. Segment your audience

Not everyone who visits your website does so with the same intention. By segmenting your audience based on their behaviour (such as which pages they visited or how long they stayed on your site), you can show more personalised ads. For example, someone who has viewed a product page might see an ad with a specific product offer.

2. Customise your message

It is essential that your ads are relevant to the stage your potential customer is in. A visitor who has left a product in their shopping cart is probably much closer to making a purchase than someone who has only viewed your homepage. Make sure your ads and offers match their place in the customer journey.

3. Keep an eye on your frequency

Retargeting can quickly become irritating if you target the same person with the same ad too often. Therefore, keep an eye on the frequency of your ads to avoid irritating rather than attracting visitors.

Conclusion: it's time to win back lost leads

Retargeting is a powerful tool that helps you reconnect with people who have shown interest in your business but have dropped out for one reason or another. By strategically using retargeting, you can regain these lost leads and significantly increase your conversions.

Want to know how retargeting can work specifically for your business? Contact us and we would be happy to discuss the possibilities of taking your marketing to the next level!