Create A Precise Retargeting Campaign



Creating a Retargeting Campaign

What is retargeting?

Retargeting, simple put, is a marketing strategy where an ad is used to bring back customers to your website after they have left. For example, if you get 5% customers on your website that purchase products while 95% just leave, then a good retargeting campaign can bring them back again! Here is how it works. AdRoll explains it with the following infographic.

How many types of retargeting are there?

There are two types of retargeting:

  1. Pixel-based retargeting
  2. List-based retargeting

How Pixel-Based Retargeting Works

Pixel-based retargeting works by placement of a JavaScript tag on the footer of a website. This code notes down all the people who visit that website and generates a list. Then it places anonymous cookies in their browsers, which allow retargeting vendors to target the potential customers when they visit other websites by displaying the ads of that website.

The upside of this method is that it is efficient. As soon as the customer leaves the site, the cookie is attached to their browser and retargeting comes into effect!

The downside of this technique is that it is dependent on the volume of people visiting your website. If the traffic to the site is less, it will not be very effective. Implementing JavaScript on some sites can also be time taking or complex.

How List-Based Retargeting Works

List-based retargeting works on one premise that you have lists of e-mail addresses of your target audience. Then these lists can be used to target those people via social media websites like Facebook and Twitter. The vendor uploads the lists to these websites and then these ads are visible only to the people whose e-mail addresses are given.

The upside of this method is that you have more control over your target audience. But the downside is people often use different e-mail addresses for different purposes. So the e-mail address you use might not be the same as the one being used to run the social media account.

Best Practices in a Retargeting Campaign

  1. Use Caps

If someone visits your profile once or twice, it does not mean that, he/she wants your ads all over his/her browser. If your ad pops up every time they are trying to browse the internet, this will give a negative association to your brand in their minds. They might never visit your website again, and ignore your ads in the future. So use a Cap to determine the maximum frequency of ads the customers see in a month. Place them strategically as well. About 20 ads per month are recommended.

  1. Use Burn Pixels!

A converted customer might not want to keep seeing your ads in their browser on repeat. Use burn pixels to untag those people who have already made purchases from your site so they won’t be bombarded with your ads anymore since it may annoy them. You can still retarget those people but do not ask them to perform the same action repeatedly.

  1. Identify Target Audience

Some people visit your website and leave from the home page while others open specific product categories. Yet others look for different colors of a specific item. So different people have different browsing depth for your website, and you should target them accordingly to make your campaign effective. To do this, different retargeting pixels should be placed on various different pages of the site. Customers on the home page can see ads about different products available on the site whereas customers who view specific products can view ads related to those products.

  1. Use Demographics & Geographical Data

Using specific ads for specific people by analyzing demographics and geographic data can have a number of benefits. It can make the campaign economical because you will not have to show the ads to everyone. When irrelevant people get filtered out, campaign performance increases a lot.

  1. Maintain Ad Quality

Some businesses get concerned when their retargeting campaigns do not get many clicks. However, clicks do not control the whole play. Sometimes ads have a billboard effect. When customers see a well-designed, attention-capturing billboard, the product it advertises stays in their minds and the ad campaign becomes successful. Online ads work the same way. A good, well-placed, and well-designed ad stays in the customer’s mind for up to 24 hours, and it has a high conversion rate even when the customer doesn’t click it!


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