Retargeting, also called remarketing, is an online advertising technique to increase your conversion rate . This is a strategy taken from the rule of 7 . Therefore, your advertising message must appear 7 times before your prospects' eyes to encourage them to purchase. Concretely, if a person visited your site and showed interest in your offers, but ultimately did not purchase anything, you need to do retargeting so that they pull the trigger. In this article, discover the basics of retargeting.
Types of retargeting
Retargeting is a method of intelligently displaying your ad from the audiences that have already consulted your page to encourage them to buy. It is therefore your second chance to convert them to customers. For example, a prospect visits your site and clicks on several products to see the price and details. He seems interested but in the end, he adds nothing to his basket. A few moments later, he saw this same product in his recommendations and returns to your site to buy . It is this practice called retargeting.
There are two remarketing strategies to get your customers to take action.
Static retargeting
In static retargeting, the marketer creates fixed banners for each page visited by the prospect. Here, it will offer similar products, discount offers with promo code or simply the last product viewed.
Dynamic retargeting
With dynamic retargeting, we go further. The marketer notes target preferences and creates personalized announcements to maximize the chances of sales. It starts from the principle of omnicinal of the purchasing process. So, if a customer consults your Facebook page, it may be tempted to visit your website. Once on it, he can find a more telling banner depending on what recently interested him.
On which platform can we do retargeting?
Retargeting is a multi -channel . You have the possibility of doing it on any platform: Facebook, Instagram, LinkedIn, YouTube or simply on Google. Here, the objective is to offer the customer to return to your page to finalize the purchase .
Retargeting: how does it work?
Your offer must appear at the right time to reach predefined targets. The broadcast must stop as soon as the person has purchased. Follow the following steps.
Step 1: Set campaign objectives
Before launching the campaign, you must have objectives like:
- generate more prospects ,
- to increase the sales,
- have more visibility , notoriety, etc.
Step 2: Identify the audience to (re)target
Refine your target list to reduce retargeting costs and increase conversion rates. Preferably, tailor your ads based on what you know about the prospect. The majority of marketers target people who have visited their website for a few minutes or those who have abandoned their shopping cart . Others add those who have visited several pages.
Step 3: Set up a compelling offer
Whether you choose static or dynamic retargeting, your offer must be meaningful in order to close a sale. It must remind the prospect of their love for your product or present complementary products. Choose your keywords carefully so that retargeting is more effective on search engines.
Use the sense of urgency to avoid long thoughts. Be careful, make sure that your target is not overwhelmed by your ads. Avoid making your audience easily tire of your product . We recommend that you limit the broadcast frequency to 15 or 20 ads per month.
Step 4: Develop your advertising retargeting strategy
Choose the communication channel for your retargeting and make a price comparison to minimize your advertising costs and make your investment profitable .
Step 5: Launch the retargeting campaign
Now you just have to launch your retargeting campaign and hope to have the conversion rate .
Step 6: Measure the performance of your strategy
Do not forget to follow up on your remarketing campaign to find out when refresh your offer . In fact, you will need to offer a varied selection of advertising to avoid pouring your targets.
If you do not know it yet, Magileads is for you the opportunity to commercial prospecting from A to Z. The platform gives you access to several options and tools allowing you to prospect and relaunch on several channels simultaneously .
