Advertiser Campaign Management
Article | July 19, 2022
What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online.
Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement.
But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way.
They could be lost forever. Or — you could use retargeting to get them back to your site.
That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI.
Let’s get started.
Only 2% of web users convert on their first visit to a website.
Retargeted web visitors convert at a 70% higher rate.
Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting.
Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content.
What is retargeting?
So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later.
It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet.
Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you.
Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement.
Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it.
Why Retargeting Needs to Be Part of Your Strategy
Consumers actually like retargeted ads
The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy.
At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate.
In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher.
Here’s what the numbers tell us:
Retargeted ads earn a click-through rate 10x higher than regular display ads
Retargeted website visitors are 70% more likely to convert
3 out of 4 consumers notice retargeted ads when they see them
It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates.
Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase.
Where to Retarget
Google and YouTube
Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network.
Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you?
Facebook and Instagram
Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram.
Learn more about the Facebook Pixel here.
TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas.
For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience.
You can get started at TikTok for Business.
For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform.
3 Retargeting Best Practices
The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one).
The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.”
A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase.
Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price.
Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent.
Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience.
Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI?
Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal.
Content that can be effectively marketed through retargeting ads include:
Webinars and video demos
Ebooks and whitepapers
Article | July 8, 2022
Video content is more important than ever from a marketing perspective, but the high profile status it has attained also brings challenges with it.
The main hurdle to overcome is that of creating compelling clips that outshine the competition in a marketplace that is already overflowing with attention-grabbing content.
With all that in mind, here are just a handful of strategies that will empower you when making promotional video content for your business or brand.
Use the right software tools
The video editing tools you choose will form the foundation of your content creation strategy, so it pays to give this plenty of thought and not to just stick with the same old package you have been using for years.
For example, leveraging collaborative video editing software could take your projects to the next level, not only in terms of creativity but also when it comes to compressing cycles of work.
If you can have multiple team members collaborating on the same project in unison, you can hit deadlines and capture the zeitgeist with your content, rather than seeing viral trends pass you by.
Choose types of content that serve your advertising aims
The extent to which your video content is able to engage and connect with your target audience will partly be determined by the format it takes. As such you have to choose wisely and avoid producing clips that don’t gel with your marketing goals.
For example, if your business makes a product that has practical applications, you could gain views and shares by making tutorial content that explains how best to use it.
On the other hand, if your business offers services within a particular industry, then you may earn more traction with videos that explain a particular aspect of the niche you occupy.
Both of these types of content provide value to viewers as well as being promotional, and can also remain relevant for long periods. The more evergreen your video content, the bigger the potential ROI.
Extrapolate ideas from your existing content
Working out what video content will hit home with your ideal demographic can feel like it involves a lot of guesswork, and a lot of risk-taking as a result.
However, you don’t have to go all-in on a concept for a video without knowing if it will hold water, because it is more than likely that you already have tried-and-tested ideas that have proven themselves and are ripe for video adaptation.
Social Media Advertising
Article | July 13, 2022
As content creators continue to influence brand and product discovery, Pinterest has partnered with Rakuten Advertising on new ways to monetize the platform.
On July 27th, Pinterest launched shoppable Idea Pins to allow creators to earn commissions through affiliate programs across networks including Rakuten Advertising and ShopStyle Collective. This partnership creates seamless opportunities for brands to reach, engage and convert consumers throughout their entire shopping journey.
Social Media Advertising
Article | July 14, 2022
On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business.
Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform.
In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.
“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.”
It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.
Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences.
While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.