Retargeted ads: what is it and how to do it

There are several key reasons why retargeted ads are so effective:

1. Higher Conversion Rates: Retargeted ads tend to convert better than standard display ads because they’re shown to people who have already shown an interest in your brand. These individuals are more likely to buy since they’re already familiar with your product or service.
2. Better ROI: Since retargeting focuses on users who have already expressed interest, it often results in a higher return on investment (ROI). You’re spending your advertising budget on users who are more likely to convert, rather than casting a wide net.
3. Increased Brand Recall: Retargeting keeps your brand in front of people who might otherwise forget about you. By showing them ads after they've interacted with your site, you’re reminding them of your offerings and encouraging them to return.
4. Personalised Experience: Retargeted ads can be tailored based on what the user did on your site—such as pages they visited or products they looked at. This personalised approach makes the ads more relevant and engaging, increasing the chances of conversion.

There are different types of retargeting ads depending on your goals and where you’re advertising. Here are the most common ones:

• Site Retargeting: This is the most popular form, where you show ads to users who visited your site but didn’t complete an action, such as making a purchase. The aim is to bring them back to your site to finish what they started.
• Search Retargeting: This focuses on users who have searched for specific keywords related to your products but haven’t visited your website. You show them ads while they browse other sites, hoping to get them to click through to yours.
• Email Retargeting: If someone opens your brand’s email but doesn’t take further action, you can serve them retargeted ads based on their email behaviour. This works well for re-engaging people who have shown some interest.
• Social Media Retargeting: Platforms like Facebook, Instagram, and LinkedIn offer great retargeting options. You can show ads to users who’ve interacted with your social media profiles or visited your website, creating highly personalised, visually engaging ads.
• Video Retargeting: This involves showing ads to users who have watched your video content but haven’t taken any further action. It’s particularly effective on platforms like YouTube and Facebook, where video is widely consumed.

Launching a successful retargeting campaign involves a few key steps:

1. Define Your Goals:
   Before you start, be clear on what you want to achieve. Common goals include increasing sales, building brand awareness, growing your email list, or driving traffic to specific pages on your site. These goals will shape your strategy and how you measure success.
2. Segment Your Audience:
   Not everyone who visits your site is the same, so it’s important to segment your audience. For example, you can group users by the pages they visited, the amount of time they spent on your site, or specific actions they took, like adding items to their cart. This allows for more targeted ads that speak directly to each group’s needs and interests.
3. Choose Your Platforms:
   Decide which platforms to run your retargeting campaign on. Popular options include Google Ads, Facebook Ads, and LinkedIn Ads. Each platform has its strengths:some text
   • Google Ads for reaching users across a vast network of websites.
   • Facebook Ads for highly visual and targeted ads.
   • LinkedIn Ads for reaching professionals, ideal for B2B marketing.
4. Set Up Retargeting Pixels:
   You’ll need to install tracking pixels or tags on your website to start retargeting. These small bits of code track user behaviour and add them to your audience list. Each platform has its own:some text
   • Google Ads: Google’s retargeting tag.
   • Facebook Ads: Facebook Pixel.
   • LinkedIn Ads: LinkedIn Insight Tag.
5. Create Engaging Ad Creative:
   Your ads should be eye-catching and relevant to the user’s previous interactions. Use high-quality images or videos, clear messaging, and a strong call-to-action. Offering incentives like discounts or free shipping can also help bring users back.
6. Set Your Budget and Bidding Strategy:
   Choose a budget and bidding strategy that aligns with your goals. Most platforms offer different options, such as cost-per-click (CPC) or cost-per-impression (CPM). Pick the one that suits your objectives best.
7. Monitor and Optimise:
   Once your campaign is live, keep an eye on its performance. Track metrics like click-through rates, conversion rates, and cost per conversion. If something isn’t working as well as you’d hoped, tweak your ads or adjust your targeting.

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To get the most out of your retargeting campaigns, here are a few tips:

• Frequency Capping: Avoid bombarding users with too many ads by setting a cap on how often they see them.
• Dynamic Retargeting: Show personalised ads based on what products or services the user viewed on your site. This can significantly increase conversion rates.
• Exclude Converted Users: Make sure to exclude people who have already completed the desired action, so you don’t waste your ad spend.
• Sequential Messaging: Guide users through a journey by showing them different ads at different stages—for example, starting with an awareness ad and finishing with a promotional offer.
• Test Ad Formats: Experiment with different types of ads, like static images, videos, or carousels, to see what works best for your audience.