RETARGETING
A Beginner’s Guide to Retargeting 101
Retargeting 101
Interested in retargeting, but don’t know where to start?
ReTargeter Retargeting 101
Allow the following b...
What is
Retargeting?
ReTargeter Retargeting 101
Retargeting is the practice
of serving ads to users
based on prior engagem...
How retargeting works:
ReTargeter Retargeting 101
When someone visits your website, your retargeting provider will place a...
Why Marketers Should Be
Retargeting
2
ReTargeter Retargeting 101
Engage with bounced
site visitors and
increase conversions.
Increase ROI by
serving focused ads...
Why Marketers Should Be
Retargeting:
Engage with bounced site visitors and increase conversions:
• Traffic that bounces do...
Stay in front of prospects as they browse the web:
• Potential buyers are likely to do thorough research on all of their o...
Boost brand awareness and stay top of mind:
• Retargeting delivers meaningful impressions and drives further consideration...
Increase ROI by serving focused ads to a qualified audience:
• By only serving ads to people who have expressed interest i...
The Most Common Forms
of Retargeting
3
ReTargeter Retargeting 101
• Site Retargeting
• Email Retargeting
• Search Retargeting
• CRM Retargeting
• Dynamic Retarge...
Site Retargeting:
The practice of serving ads to people who visit your website after
they leave.
The Most Common
Retargeti...
Email Retargeting:
The practice of serving ads to people who open your emails.
The Most Common
Retargeting Practices
ReTar...
Search Retargeting:
The practice of serving ads to people who search for one of your keywords
while browsing the web.
The ...
CRM Retargeting:
The practice of serving ads to people with nothing but an email or mailing
address.
The Most Common
Retar...
Dynamic Retargeting:
The practice of serving ads to people based on prior
engagement.
The Most Common
Retargeting Practice...
Facebook Retargeting:
The practice of serving ads to people who visit your website, on Facebook.
The Most Common
Retargeti...
Retargeting Best Practices
4
Retargeting best practices include:
• Frequency Caps
• Burn Code
• Rotating Creatives and A/B Testing
• Audience Segmentat...
Frequency Caps:
• A Frequency Cap will limit the number of times a tagged user will see your
ads, preventing potential cus...
Burn Code:
• Always use a burn pixel.
• This snippet of code, placed in your post-transaction page, will untag any
users w...
Rotating Creatives:
• After seeing the same ads again and again, a user’s interest is no longer
piqued and ads are more li...
A/B Test Your Creatives:
• Simple A/B tests can provide the data you need to run campaigns with high-
performing ads. Inst...
Audience Segmentation:
• The process is simple: you place different retargeting pixels on different pages of your
site, an...
• Targeting gives you the opportunity to fine-tune your ad placements, ensure greater
relevancy and increasing ad performa...
Setting View-through Conversion Windows:
• The view-through conversion window takes into account that some ads don’t trigg...
• If you run with multiple providers, each provider will be bidding for the same spots on
the same websites, driving up me...
How Retargeting Fits Into
Your Marketing Strategy
5
How to Fit Retargeting Into Your Marketing
Strategy
ReTargeter Retargeting 101
Retargeting serves as a valuable component of an integrated marketing
strategy, and will be most successful when used in c...
Retargeting and your Website:
• Over 95% of users leave websites without converting. Retargeting keeps your brand top
of m...
Retargeting and Email:
• The ability to keep your email list’s attention is more important than ever.
• The way users inte...
Retargeting and Content:
• Producing valuable content (that isn’t self-promotional) will drive traffic, build
readership, ...
Retargeting and Content:
• Producing valuable content (that isn’t self-promotional) will drive traffic, build
readership, ...
Retargeting and Social:
• Many marketers leverage social media to expand reach and drive traffic to their site.
• You can ...
Retargeting and Events:
• Retargeting can drive awareness and increase ticket sales for your events.
• You can serve displ...
Retargeting and PPC:
• Your PPC campaigns are driving traffic to your site or specific landing pages.
• Your site and land...
How Can You Benefit From
Retargeting?
6
Can you benefit from retargeting?
• Retargeting can be effective for both B2B and B2C marketers.
• Ecommerce companies can...
What Kind of Retargeting
Provider is Best?
7
Select a retargeting provider that best suits your needs:
Full-service or
Self-serve?
What Kind of Retargeting
Provider is...
Benefits of self-serve retargeting:
• Manage your campaign in its entirety.
• Optimize your own spend across networks.
• A...
Benefits of full-service retargeting:
• Leave your campaign in expert hands.
• Reporting is provided for you
• Campaigns a...
Get started today!
Contact Us
Retargeting is highly effective and easy to integrate with your
existing marketing efforts.
...
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Retargeting 101: Everything You Need to Know About Retargeting

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Retargeting is a powerful digital marketing technique. Here's a complete guide to getting started, including choosing the right provider, best practices, and how to amplify various channels.

Published in: Technology, Business

Retargeting 101: Everything You Need to Know About Retargeting

  1. 1. RETARGETING A Beginner’s Guide to Retargeting 101
  2. 2. Retargeting 101 Interested in retargeting, but don’t know where to start? ReTargeter Retargeting 101 Allow the following beginner’s guide to help you: 1
  3. 3. What is Retargeting? ReTargeter Retargeting 101 Retargeting is the practice of serving ads to users based on prior engagement. Retargeting 101
  4. 4. How retargeting works: ReTargeter Retargeting 101 When someone visits your website, your retargeting provider will place an anonymous browser cookie. The cookie will store the site visit and when that visitor leaves, that cookie lets your retargeting provider know when that bounced visitor appears on another site. If there is available ad space, your retargeting provider will bid on that space in real-time. If they are the highest bidder, they secure the ad space before the page loads. This entire process occurs within a fraction of a second! Retargeting 101
  5. 5. Why Marketers Should Be Retargeting 2
  6. 6. ReTargeter Retargeting 101 Engage with bounced site visitors and increase conversions. Increase ROI by serving focused ads to a qualified audience. With retargeting, you can: Stay in front of prospects as they browse the web. Boost brand awareness and stay top of mind. ENGAGE BE SEEN AWARENESS TARGET Why Marketers Should Be Retargeting:
  7. 7. Why Marketers Should Be Retargeting: Engage with bounced site visitors and increase conversions: • Traffic that bounces doesn’t have to be the end of the line. By serving retargeted ads to users who already expressed interest in your site, they become part of the purchase funnel, and encourages the next step: conversion. • With 90-98% of site visitors simply not converting, retargeting can provide the additional marketing touch points to encourage conversions and drive prospects further down the funnel. ReTargeter Retargeting 101
  8. 8. Stay in front of prospects as they browse the web: • Potential buyers are likely to do thorough research on all of their options. Retargeting will keep your company in front of those prospects while they evaluate the competition. • According to Gleanster, 50% of leads are qualified but not ready to buy. Additional research shows that 35-50% of sales go to the vendor that responds first. ReTargeter Retargeting 101 Why Marketers Should Be Retargeting:
  9. 9. Boost brand awareness and stay top of mind: • Retargeting delivers meaningful impressions and drives further consideration by serving display ads to users who previously had little or limited exposure to your brand. • 63% of marketers project that the dollars allocated to branding will grow in 2013, with 1 in 5 stating that the increase will exceed 20%, according to a Nielsen study. • The same study shows that 61% of marketers are allocating dollars away from direct response to branding. ReTargeter Retargeting 101 Why Marketers Should Be Retargeting:
  10. 10. Increase ROI by serving focused ads to a qualified audience: • By only serving ads to people who have expressed interest in your brand, you aren’t wasting your budget (and valuable impressions) on users who just won’t convert. Targeted ads on a focused audience ensures retargeting increases your ROI. • One comScore study found that retargeting campaigns led to a 1046% increase in branded search and a 726% lift in site visitation after four weeks of retargeted ad exposure. ReTargeter Retargeting 101 Why Marketers Should Be Retargeting:
  11. 11. The Most Common Forms of Retargeting 3
  12. 12. ReTargeter Retargeting 101 • Site Retargeting • Email Retargeting • Search Retargeting • CRM Retargeting • Dynamic Retargeting • Facebook Retargeting The Most Common Retargeting Practices The most common retargeting practices include:
  13. 13. Site Retargeting: The practice of serving ads to people who visit your website after they leave. The Most Common Retargeting Practices ReTargeter Retargeting 101
  14. 14. Email Retargeting: The practice of serving ads to people who open your emails. The Most Common Retargeting Practices ReTargeter Retargeting 101
  15. 15. Search Retargeting: The practice of serving ads to people who search for one of your keywords while browsing the web. The Most Common Retargeting Practices ReTargeter Retargeting 101
  16. 16. CRM Retargeting: The practice of serving ads to people with nothing but an email or mailing address. The Most Common Retargeting Practices ReTargeter Retargeting 101
  17. 17. Dynamic Retargeting: The practice of serving ads to people based on prior engagement. The Most Common Retargeting Practices ReTargeter Retargeting 101
  18. 18. Facebook Retargeting: The practice of serving ads to people who visit your website, on Facebook. The Most Common Retargeting Practices ReTargeter Retargeting 101
  19. 19. Retargeting Best Practices 4
  20. 20. Retargeting best practices include: • Frequency Caps • Burn Code • Rotating Creatives and A/B Testing • Audience Segmentation • Demographic, Geographic, and Contextual Targeting • Setting View-through Conversion Windows • Single Provider Retargeting Retargeting Best Practices ReTargeter Retargeting 101
  21. 21. Frequency Caps: • A Frequency Cap will limit the number of times a tagged user will see your ads, preventing potential customers from feeling overwhelmed. • ReTargeter typically recommends 17-20 ads per user per month, but you can work with your retargeting provider to determine what makes most sense for your campaign. Retargeting Best Practices ReTargeter Retargeting 101
  22. 22. Burn Code: • Always use a burn pixel. • This snippet of code, placed in your post-transaction page, will untag any users who have made a purchase, ensuring you stop serving them ads. Retargeting Best Practices ReTargeter Retargeting 101
  23. 23. Rotating Creatives: • After seeing the same ads again and again, a user’s interest is no longer piqued and ads are more likely to blend into the background. • By rotating your ad creative every few months, you can easily avoid experiencing dips in performance. Retargeting Best Practices ReTargeter Retargeting 101
  24. 24. A/B Test Your Creatives: • Simple A/B tests can provide the data you need to run campaigns with high- performing ads. Instead of relying on what you think will work, you can run tests for measurable and actionable results. • A/B testing your creatives will help you determine the optimal combination of ad copy, calls-to-action, and graphics. Retargeting Best Practices ReTargeter Retargeting 101
  25. 25. Audience Segmentation: • The process is simple: you place different retargeting pixels on different pages of your site, and then tailor your creatives based on the depth of engagement of each user. • Then, tailor ad messages to users in different stages of the purchase funnel. Retargeting Best Practices ReTargeter Retargeting 101
  26. 26. • Targeting gives you the opportunity to fine-tune your ad placements, ensure greater relevancy and increasing ad performance. • Advertisements can be targeted based on demographic information, like age or gender, contextual factors like subject matter of the website, or geographic data. Retargeting Best Practices Demographic, Geographic, and Contextual Targeting: ReTargeter Retargeting 101
  27. 27. Setting View-through Conversion Windows: • The view-through conversion window takes into account that some ads don’t trigger immediate buying decisions, but can nonetheless influence people to make purchases later, also known as the billboard effect. • In the same way a catchy billboard grabs your attention and boosts brand awareness, an online display ad can encourage a later action. • There are various practices around the length of a view-through conversion window, some providers will set a 30-day window, but ReTargeter recommends 24 hours. • A 24-hour view-through conversion window will provide you with valuable data around the stickiness of your ads, the quality of your ad placements, and your audience’s shopping habits, without inflating or overstating your ads’ effectiveness. Retargeting Best Practices ReTargeter Retargeting 101
  28. 28. • If you run with multiple providers, each provider will be bidding for the same spots on the same websites, driving up media costs and decreasing the chances each has to serve ads to your users. • You may also run into difficulties effectively implementing frequency caps, as each retargeting provider will be operating independently Retargeting Best Practices Single Provider Retargeting: ReTargeter Retargeting 101
  29. 29. How Retargeting Fits Into Your Marketing Strategy 5
  30. 30. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  31. 31. Retargeting serves as a valuable component of an integrated marketing strategy, and will be most successful when used in conjunction with other efforts. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  32. 32. Retargeting and your Website: • Over 95% of users leave websites without converting. Retargeting keeps your brand top of mind among those users, bringing them back to your site, and improving conversion rates. • Site retargeting allows you to serve display ads to people who visited your site, but left without completing a purchase, filling out a lead form, or taking some other desired action. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  33. 33. Retargeting and Email: • The ability to keep your email list’s attention is more important than ever. • The way users interact with email has changed significantly, with people spending less and less time opening and browsing marketing emails. • Email retargeting serves ads to everyone who opens your emails, which gives you a second change to re-engage users who aren’t heavily engaging with your emails. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  34. 34. Retargeting and Content: • Producing valuable content (that isn’t self-promotional) will drive traffic, build readership, and increase brand credibility and awareness. • Retargeting can help convert blog readers, white paper readers, and webinar watchers. • By placing a simple retargeting code on your blog, as well as any dedicated landing pages you use for webinars and white papers, you can stay in front of everyone who interested in your content. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  35. 35. Retargeting and Content: • Producing valuable content (that isn’t self-promotional) will drive traffic, build readership, and increase brand credibility and awareness. • Retargeting can help convert blog readers, white paper readers, and webinar watchers. • By placing a simple retargeting code on your blog, as well as any dedicated landing pages you use for webinars and white papers, you can stay in front of everyone who interested in your content. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  36. 36. Retargeting and Social: • Many marketers leverage social media to expand reach and drive traffic to their site. • You can then use retargeting to stay in touch with social media audiences across web. • How? By placing a retargeting code on the landing pages you share via social, you can stay in front of everyone engaged with your social content. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  37. 37. Retargeting and Events: • Retargeting can drive awareness and increase ticket sales for your events. • You can serve display ads promoting an upcoming event to people who have visited your website, opened your email, or even attended one of your events in the past. • You can also use retargeting to offer related promotions, deals, and discounts, and ultimately, keep engagement high even after an event has passed. • Conferences will often use this technique to encourage event attendees to register early for the upcoming year or to boost awareness for a smaller, lesser-known event. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  38. 38. Retargeting and PPC: • Your PPC campaigns are driving traffic to your site or specific landing pages. • Your site and landing pages can have retargeting pixels. • Then, when people visit your site or landing pages but don’t convert, you can still serve them retargeted ads across the web. • Retargeting gets you more out of your PPC campaigns by brining back bounced traffic and encouraging conversions. How to Fit Retargeting Into Your Marketing Strategy ReTargeter Retargeting 101
  39. 39. How Can You Benefit From Retargeting? 6
  40. 40. Can you benefit from retargeting? • Retargeting can be effective for both B2B and B2C marketers. • Ecommerce companies can benefit from retargeting by bringing back bounced traffic and shoppers who have abandoned their carts. • B2B companies can stay in front of leads during longer purchase cycles. If you have a website and you’re not seeing 100% conversion rates, you’re a good candidate for retargeting! Can You Benefit From Retargeting? ReTargeter Retargeting 101
  41. 41. What Kind of Retargeting Provider is Best? 7
  42. 42. Select a retargeting provider that best suits your needs: Full-service or Self-serve? What Kind of Retargeting Provider is Best? ReTargeter Retargeting 101
  43. 43. Benefits of self-serve retargeting: • Manage your campaign in its entirety. • Optimize your own spend across networks. • Avoid built-in costs for account management. Full-Service or Self-Serve? ReTargeter Retargeting 101
  44. 44. Benefits of full-service retargeting: • Leave your campaign in expert hands. • Reporting is provided for you • Campaigns are optimized to ensure you receive the highest returns • Larger financial investment, but a smaller resource investment Full-Service or Self-Serve? ReTargeter Retargeting 101
  45. 45. Get started today! Contact Us Retargeting is highly effective and easy to integrate with your existing marketing efforts. ReTargeter.com 33 New Montgomery St. Suite 1150 info@retargeter.com (415) 738-0573
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