Retargeting is the targeted reactivation of potential customers
Retargeting describes the reactivation of potential customers. These can be prospects but also purchase dropouts, which should be motivated to complete the conversion. This is implemented, for example, through certain advertisements or personal emails. It is an effective way to increase conversions. After all, customers who have already expressed an interest in a product or service often only need a small incentive to actually take action or place an order.
The more information or fragments are available, the better we can use retargeting intelligently. At the same time, users are looking for ways to erase their digital tracks. In addition, there are regulations that practically limit the use of cookies. This will make it more difficult to apply retargeting to the usual extent in the future. Still, it’s a real opportunity to pay more attention to the needs of the target audience when marketing. Do you have any other questions? Feel free to contact us – we will be happy to help you. You can also visit our blog of SEO experts Zurich or our online marketing lexicon to learn more about exciting topics around online marketing, SEO and Co. It’s worth stopping by!
Retargeting involves tracking visitors to a website and retargeting them after they have left the online experience. Here, cookies or similar technologies are used to track a user’s digital activities. The goal of retargeting is to bring visitors back to the website and generate a conversion, such as a purchase.
Digital practice
Retargeting can be realized via partner networks or marketing platforms. The start is to put a retargeting pixel on your own website to track visitors. This consists of a small program part, which is inserted on each page of the website and makes it possible to store a cookie on the user’s web browser.
Retargeting can be realized via partner networks or marketing platforms. Starting with placing a retargeting pixel on one’s website to track visitors, which consists of a small piece of software that is inserted on each page and allows a cookie to be stored on the user’s web browser. When a visitor leaves the site, they are added to a specific group and can then be targeted by individual ads, depending on their previous interactions with the site. These campaigns are presented on various websites and platforms offered by the company’s advertising partner. It is possible to set up lists based on specific criteria such as product interest or user behavior in order to set up a personalized and targeted advertising campaign (e.g. Google Ads).
Definition
Retargeting can be put into action with the help of partner networks and marketing platforms. Starting with the installation of a retargeting pixel on one’s website, which consists of a small piece of software that is attached to each page and allows a cookie to be stored on the user’s web browser. When a visitor leaves the site, they are placed in a specific group and subsequently targeted by personalized ads, depending on their previous interactions with the site. These campaigns then present themselves on various websites and platforms offered by the company’s advertising partner. There is the option to create lists based on specific criteria such as product interest or user behavior, in order to thus launch a customizable and targeted advertising campaign (e.g. Google Ads).
Technical functionality
Retargeting works by a targeting pixel setting a cookie in the source code of a website. When a user visits this website, the ad server can read the cookie and provide this information to the system. In a fraction of a second, it is now possible to place relevant advertising.
When users visit a website that a provider has, the provider stores a cookie on their computer. This allows them to later detect when the user visits other websites that also work with the provider, and show them personalized ads based on their previous interactions with the first website. With the help of this retargeting network, users can be connected to a specific target group across multiple partner sites.
There are different variants and types that are applied based on their goals and target audience. Some of the most common methods are:
Search Engine Retargeting
Search engine retargeting, which sends targeted advertising to users who have searched for specific keywords in search engines. This is based on the exact identification of the target group and the use of personalized ads. Thanks to the use of browsing habits, the right ads are sent to the right people. To maximize the effectiveness of advertising, it is also necessary to use keywords, as well as monitor and adjust campaigns to ensure the desired result.
Website retargeting
Likewise, there is website retargeting, whereby tailored advertising is sent to people who have accessed specific web pages.
Email retargeting
Email retargeting sends specially customized messages to users who have left their email address on a particular website. Success is achieved through precise target group analyses and personalized messages. It is necessary to take into account the behavior of the recipients and to filter out the right people, which is ensured by the segmentation of the lists.
Video retargeting
Video retargeting uses a similar technique to target individual video ads to people who have previously engaged with a video. For this purpose, user behavior is tracked using tracking cookies or other technology to enable successful retargeting.
Social media retargeting
You can increase the attention of your potential customers through social media retargeting, a great way to target ads to users who have visited specific social media sites. Tracking cookies allow companies to serve ads on platforms like Facebook, Instagram, Twitter, and LinkedIn to personalize and optimize their marketing strategy. Our team of experts will be happy to assist you as a social media agency with all the steps that social media retargeting requires.
Action retargeting
This strategy allows companies to deliver relevant ads to people who have their activity logged on websites or platforms. These ads are customized to the situation at hand and are based on actions people have performed, such as viewing a product, filling out a form, or downloading an app. This approach is also known as action retargeting, event retargeting, or behavioral retargeting.
Behavioral retargeting
Behavioral retargeting is a special variant in which personalized advertising is sent to people who exhibit certain behavioral patterns on a platform or website. Factors such as the viewing of certain web pages, the duration of the visit or the clicking of links are taken into account. Each type has its individual advantages, which can be used depending on the target group and company goals. It is of great importance to select the appropriate species to achieve the best possible results. Care should always be taken to ensure that the address is unique and written in German.
Implementation
Setting up a retargeting account with a vendor lays the groundwork for successful retargeting by defining companies, goals, and target audiences. The code must be implemented in the company ‘s website to store the tracking cookies on users’ computers. In addition, the target group must be defined in particular on the basis of user data about their behavior on the website or platform. To do this, analyze your website visitor data to find out who your ideal customers are. This includes demographic information such as age, gender, and location, as well as behavioral data such as pages viewed, duration of visits, etc.
Conversion rate
The conversion rate describes the relationship between the number of visitors to a website and the number of actual purchases or actions performed on the website. ES can help increase conversion rates by retargeting potential customers and encouraging them to make a purchase decision.
Brand Awareness
Retargeting allows companies to bring their presence back to the attention of consumers who already have a connection with them. It helps to increase brand awareness and deepen the bond with existing clientele, thus increasing brand awareness.
It helps to regularly bring the brand to the attention of the potential buyer, the recognition value increases and thus the probability that users searching for product X will explicitly choose the company associated with it in their memory.
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