Forbes forecasts that retargeting will remain a key focus for marketers during the coming year. It is not unexpected that 75% of consumers pay attention to retargeting ads and 63% of marketers allocate a part of their financial resources to fund it. If utilizing remarketing strategies is a staple for your marketing plan this year, then it is time to increase the effectiveness by extending your funnel through retargeting links.
What are the indications that retargeting links will benefit your marketing campaign? Well, are you already using retargeting ads? Do you include curated content or story publicity in your plan? Using link retargeting would be very beneficial to your company, as it would be simple to put into practice and increase the amount of conversions.
So why use retargeting links?
Retargeting is a system based on the use of cookies that allows you to show display ads to people who have previously visited your website on multiple sites such as the Google Display Network, Facebook, LinkedIn, Instagram, and Twitter. But with retargeting links, you can also target ads to individuals who have displayed an affinity towards your business without necessarily having visited your website.
A retargeting campaign that is managed properly can promote brand recognition and enhance your number of conversions, so you should definitely think about increasing the size of your retargeting audience.
Generally speaking, retargeting has been employed by companies to display ads to those who have previously accessed their site. Generally, individuals don’t mean to make any purchases when they go to a website for the initial time. Advertisers can use retargeting to establish trust with their audience, which can inspire repeat visits to their website and possibly lead to a sale.
Retargeting links operate in a comparable fashion, however instead of centering on website viewers, you direct advertisements to persons who have clicked on a link that is managed by you.
These connections may result in an affirmative testimonial from an external website or some recent media attention. Those who press the links have perused something that will bolster their distrust in your company and make them knowledgeable about your organization. This is key for prospects to convert. Once you are familiar to them, it is more probable that they will provide you with their email or trust you with their billing information.
Even if customers don’t become ready to make a purchase right away, when they see your ads in their newsfeed, it will strengthen their familiarity with your brand. Ideally, if someone is in need of what you have to offer at a later date, they will think of your company first.
If conventional retargeting is the digital version of catching someone who is about to leave your store and giving them a custom-made sales presentation. Link retargeting is a way to entice those who view your shop window to come in and explore the full range of what you have to offer.
If retargeting ads are a successful strategy for your business, it makes sense to utilize them to bring in even more potential customers into the retargeting process.
Link retargeting is simple to do. When building a personalized brief link in Rebrandly, insert a pixel code from Google, Facebook, or whatever advertisement platform you are utilizing. You will be able to locate the codes within your Facebook business manager profile or AdWords account. You can find a comprehensive guide on how to attach a tracking pixel to your links by following the link provided. Afterwards, you may then share the corresponding links on social media platforms and begin to show ads to anybody who clicks them.
How ad retargeting works
There are two main forms of retargeting:
- Pixel-based:Â Targets ads on other sites after anonymous visitors stopped by your website. This is the most popular approach, helping pull in new customers for your business.
- List-based: Works on re-engaging customers and contacts already in your database. Although not as effective as the above approach, it’s still an important component of your marketing strategy. In the end, it helps keep your customers coming back for more.
At first, let’s look at an example that is based on pixels: Somebody randomly accessed your website – it could be from an organic search they did, they were tempted by a planned out social media campaign, or they were interested after getting a compelling newsletter. No matter what situation, they are there, taking their time to look at your website.
What occurs if a customer exits your website before completing a purchase? The hard work, energy, and resources invested to take them there in the beginning have been wasted. Hold on, save those tears — there’s hope.
A retargeting campaign that is solid will collect the visitor’s cookies without any sensitive data – meaning that their name, address, or other specific facts will remain confidential. A very tiny piece of JavaScript, known as a pixel, is linked to the user’s web browser.
A retargeting ad can assist in recapturing the attention of your potential customer. Image source: Author
Afterward, the person looking at the website will then go to another page, possibly looking for a similar item, or beginning a fresh search. Your retargeted ad can either be seen on the side of the screen or, using Facebook retargeting, it can appear straight in a user’s news feed. The aim is to make them aware that you are still around.
The process is seamless, occurring in a very brief period of time. Chances are, someone will come across the ad and think back to what they’ve recently seen on your website, thus making the understanding that your product is exceptional and should be purchased. At least, that’s the goal.
The other form of retargeting is list-based. An illustration: You can post a list of email addresses that you have obtained on a social media website, like Facebook, permitting the platform to tailor advertisements particularly to those users.
Engagement marketing goes one step further by recognizing your existing customers, building a personal relationship with them, and then delivering targeted ads to capture or rekindle their attention. Find out more about how to get the most out of email retargeting.
What to consider before starting an ad retargeting campaign
It is essential to have an in-depth knowledge of retargeting before starting. Below are some frequent errors that should be evaded.
Don’t stalk potential customers
It is extremely annoying when the same advertisement keeps appearing no matter where you go. You did not go for that specific brand and you have determined your finances do not have room for a new pair of shoes. No matter where you go online, that same ad keeps appearing.
When designing your retargeting campaign, set a frequency cap. Eventually, this will reduce the amount of advertisements any person is exposed to.
This cap number is up to you. If you use a retargeting program, they will be able to provide you with advice. The most vital point is to prevent inundating, or following, your possible customers.
Use new campaigns for converted users
You just acquired a shirt from an online clothing store. Shortly afterwards, you find yourself on Facebook and a commercial for the same top that you just bought is visible. Talk about annoying.
A good way to stop this problem from happening is to build new, distinct advertisements specifically for those who have already converted. This might include demonstrating distinctive items on your website, a connection to an affiliated site, or offering a promotional code for their next acquisition.
The key is to not squander your ad money by promoting items your customers have already bought.
Stick with one provider
There is no shortage of retargeting services and social media management tools available to make the process simpler. If you opt to employ multiple service providers at the same time, you are likely to encounter difficulties.
Each company will strive to be accepted on websites, often competing with other providers for the same locations. This will increase your expenditure on marketing, and it will reduce your overall visibility.
It’s perfectly acceptable to explore different retargeting services if you’re unfamiliar with them. Stay with one supplier per advertising campaign in order to support their endeavors and to sufficiently evaluate their performance.
5 ways to use retargeting links
Small and large businesses can both benefit from using retargeting links strategically.
For larger companies, marketers can take advantage of link retargeting to optimize their influencer marketing strategies. Small enterprises with few resources for content generation can employ remarketing links in combination with a superb content selection strategy to have a greater effect with their retargeting advertisements.
Showing retargeting ads to people who have come across information about your organization on another web page will prove to be a smart move for your company. Consumers trust the recommendations of influencers and reviewers. An investigation done by Twitter indicated that the recommendations of social media influencers are held in the same regard as the ones heard through direct communication from people they personally know. The vast majority of shoppers believe that online reviews are as reliable as advice from acquaintances.
To share reviews and media coverage
If you have been given a positive review in a nearby paper or have positive ratings on Yelp, you can share these reviews with retargeting pixels included on the shared links.
Anyone who takes the time to check out these reviews will be sure to have a positive opinion of your company. So don’t let them forget about it! Show advertisements to them again and motivate them to progress further and visit your website to book a reservation or acquire your item.
In influencer marketing campaigns
An increasing number of businesses are utilizing influencers to advertise their product/service. Request that they promote a connection to the most recent vlog about your item that contains retargeting pixels. This will give you the opportunity to keep track of those who navigated to their website or YouTube channel. You can even direct ads towards this group of people which are specific to the influencer they follow.
To share industry insights and news
Inserting retargeting codes on pieces from notable influencers in your market can lead to an amazing retargeting demographic. For instance, if you run an environmentally friendly cosmetics enterprise that publishes articles concerning eco-friendly packing solutions, you could discover relevant leads to show adverts to. The greater your specialization and aimed content is, the more likely your retargeting links will result in sales.
To share helpful content
When writing any content that is related to your business, such as a guest post or Quora answer, you may want to include retargeting pixels with the associated links, if it is appropriate. If a person is looking deeper into what you are presenting, they likely have a deep interest in it and would be happy to know more about your brand and its services through retargeting advertisements.
For other curated content
You can come up with some creative strategies when building retargeting lists through Rebrandly. It may be a good idea to provide a link to one of Facebook’s FAQs instead of our own website if someone requests information about link retargeting on social media. We could put retargeting pixels in the link with the Swish logo, which we would give to them.
You could replicate this approach with any YouTube videos or instructional material from outside sources that you post to your social media. Or the Facebook and Eventbrite event links you share.
Evaluate and reassess
No campaign is complete without detailed analysis. Every platform or application will supply you with an in-depth account of the steps taken, the rate of interest, and how well the general campaign fared.
If your marketing efforts fail, become better informed on digital marketing techniques. Remember, regular advertising tips apply here. The same principles used when designing a traditional social media campaign can be applied to retargeting strategies as well, such as creating an ad that attracts attention, gives out important information, and includes a high-quality image.
Above all else: don’t give up. It may take some time to correctly adjust the amount of retargeting you do, ensuring that ads are interesting while not being too forceful. Just keep analyzing the data. Once you have successfully identified an opportunity that is successful, outline the specific steps you took in order to create that campaign so you can reproduce it.
Retarget with goals in mind
Comprehending the complete intricacies of retargeting can be quite challenging. Instead, zero in on one aim at once, like getting in touch with those who have left their carts. The purpose of retargeting ads should be to encourage people to make their purchase. This should be your main priority.
You can build on your current success by creating new campaigns, such as targeting those who viewed your website but didn’t take any further steps.
If this entire experience has you feeling overwhelmed, that is perfectly understandable. Expert individuals exist and are prepared to provide assistance, either via software or assistance. Use them.
Ultimately, the goal is to draw those possible customers to return and make purchases from your company. How you get there is up to you.
