What does retargeting mean?
An essential part of digital marketing is to pay attention to your website traffic and use that information strategically.
Consumers who visit your website don’t always convert into customers right away, simply because they need time to consider their purchase and may not buy the first time they see a product.
This behavior stems from a new purchasing pattern, especially present online, where consumers feel the need to compare prices, products, and reviews before making a decision.
This is a trend that can be addressed through retargeting — targeted advertising to consumers who have visited your website but have not yet converted into customers.
Pay attention to consumer behavior
With retargeting, consumers can be reminded through the right ads that they’ve shown interest in your products or services, increasing the likelihood that they will return.
It’s crucial to understand the customer journey for each visitor. Some may have added items to their cart but left the site, in which case an email reminder about their full cart could be effective. Others may have viewed specific products and are more likely to convert if they later see those or similar products in targeted ads.
In other words, retargeting allows you to present consumers with the right messages based on where they were in the buying journey on your website. This is part of audience segmentation, and with tools like Google Analytics, you can segment your audiences depending on their behavior on your site.
Where do consumers encounter retargeting campaigns?
Consumers can encounter retargeting ads on social media platforms as well as through Google Ads, using cookies that are automatically stored on their devices when they visit your website.
Facebook is especially popular for retargeting ads toward people who have already visited your website. To connect Facebook to your ad network, you should start by installing the so-called Facebook Pixel on your site.
The Pixel is an effective tool that uses behavioral data from your site and matches it with Facebook user activity, helping you reach relevant audiences who have visited your site and shown interest in your products.
This way, your retargeting campaigns can quickly reach the right target groups and maintain consumer interest in the products and services you offer.
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