What is digital retargeting? is a technique in which the objective is to impact users who have previously interacted with a certain brand.
For example, a user enters e-commerce ready to make a purchase, but at the last moment, he regrets and does not buy the product. Closing the session and continuing browsing other websites. Suddenly in the ads on the web where he is browsing, there is advertising about the product, he was going to buy. Well, that’s digital retargeting.
The goal of retargeting is to remind users interested in our products that we are there and that we have an interesting offer to make them. We encourage the memory to achieve the final conversion.
So what is digital retargeting for our business?
- An advertising ROI (return on investment) of up to 300%.
- Very specific branding without spending a lot of money.
- Reinforcement throughout the marketing funnel (brand awareness, leads, sales, loyalty, etc).
We would like to dig a little deeper into this last point. Although retargeting is always seen as a performance-oriented technique, that is, to achieve direct conversion, we have to remember all of its contributions at all times:
- Brand awareness. Most users who search for something open many tabs and websites to only look at the information without noticing the brand behind it. Digital retargeting gives us the opportunity to impact the user during the purchase cycle so that when they decide to buy, it takes them to the product.
- Consideration. In addition to generating conversions, retargeting is a good tool for the decision-making process of purchasing a product (not just the brand). This is especially true in long buying cycles.
- Conversion. One of the strengths of digital retargeting. Many times we get a lead, or close a sale thanks to an offer specifically designed for this channel. A typical case is the rescue of abandoned shopping carts in e-commerce.
- Loyalty. We can sell complementary products, encourage the return of customers or even reinforce the effect of our newsletters with email retargeting.
- Advocacy. Retargeting can be used in social networks to show relevant and viral content to our users in a medium where they are much more likely to share and spread our messages. It is quite unusual to do so, but perfectly feasible and increasingly common among the big brands.
Types of Digital Retargeting
- Site Retargeting
It’s the kind of retargeting that (almost) everyone knows. When we visit a website, it ads a cookie in our browser and from then on we will start to see ads from that company all over the internet.
This technique is underestimated by how often the ads start appearing everywhere on our searches. The reason for this is that the advertiser is not using the frequency capping that allows limiting the number of impacts per user, per day.
Its effectiveness also depends a lot on the quality of the lists. The beauty of site retargeting is that the segmentation of users by behavior is practically infinite. Not taking advantage of this results in a lot of branding and little conversion.
- Dynamic Retargeting
It is a variant of the retargeting site used in e-commerce. When the volume of products is very large, we can automate the creation of ads to impact each customer with the product that has interested you. Of course the level of personalization of the ad is very high.
It is a technique widely used by large companies such as Amazon, as well as booking websites (hotels, trips).
- Social Retargeting
Social Retargeting depends directly on the cookies introduced by the Retargeting Site. The only difference is that instead of showing ads on conventional display networks, it will do so on Facebook (FBX network) or Twitter (Twitter Tailored Audiences).
In general, Facebook has a double performance – branding orientation that gives a lot of flexibility when making announcements. It is also a cheap test field and has good press among the managers. However I must say that it is not the cure either, and its effectiveness varies enormously from one product to another (for instance: FB is not a site for B2B sales, but entertainment works great).
Twitter has much more to do with branding, and it can also be a boost for viral content if we have it. In any case, it is fertile ground for brands and influencers.
A great system to improve conversion ratios of newsletters, email marketing campaigns and offers. There is a relatively large number of people who open our mail, are interested in it but do not have time to read it. Remembering it later can be a good option.
The system works exactly the same as Site Retargeting. A cookie is entered in the browser (as long as it is not in Outlook or an app) and advertising is shown.
It is a much more advanced service and can only offer some large retargeting platforms. It consists of comparing lists of emails of your property with huge cookie pools available by the platform. Many of those users who only know the email already have a cookie of the platform in their browser, so they can start receiving advertising without having visited your website lately.
It is extremely useful for the use of databases, especially B2B, and to recover old clients.
Consists of sending advertising to users based on their searches (keywords) in the search engines. This means that we may even be stealing clients from the competition that attracted the attention of the user, who never entered our site when searching on Google or Yahoo. This makes Search Retargeting a top of the funnel tool, more oriented to consideration/acquisition than to convert into sales.
In Spain and Latin America, it is almost unknown. As with the CRM retargeting, it can only be offered by large companies that have agreements with search engines and a huge number of users with their cookies.
Our Synapse Ads blog contains more information regarding this and other related subjects. We also have the amazing Keyword Mixer, which helps to find the right keywords to drive traffic to your website.