A Beginner’s Guide to Retargeting
Interested in setting up and launching a retargeting campaign, but don’t know where to start? Allow the following beginner’s guide to help you approach retargeting:
What is retargeting?
Retargeting is the practice of serving ads based on prior engagement. Four of the most common practices include:
- Site-based retargeting – the practice of serving ads to people who visit your website after they leave.
- Email retargeting – the practice of serving ads to people who open your emails.
- CRM retargeting – the practice of serving ads to people with nothing but an email or mailing list.
- Search retargeting – the practice of serving ads to users who search for one of your keywords while browsing the web.
Can you benefit from retargeting?
Retargeting can be effective for both B2C and B2B marketers. Ecommerce companies can benefit by bringing back bounced traffic and shoppers who have abandoned their carts. B2B companies see success with retargeting because it enables them to stay in front of leads during longer purchase cycles. In fact, well-executed B2B retargeting campaigns often perform better than retail campaigns.
Retargeting can be applied in numerous ways; ecommerce and B2B serve as just two examples out of many. In fact, if you have a website and you’re not seeing 100% conversion rates, you’re a good candidate.
Self-serve vs. Full-service
Running a successful retargeting campaign requires knowledge, know-how, and time. With a self-serve retargeting provider, you will manage your campaign in its entirety. This means, you create the banner ads, choose spend, and optimize across networks. If you are able to invest heavy time and resources, then managing a successful retargeting campaign on your own is possible.
A full-service provider will manage your account for you. You can put your campaign in trusted hands and receive the optimal return on your spend. Full-service providers do require a higher minimum, but are typically worth the investment.
Learn more about self-serve and full-service retargeting to select the option that is best suited to your needs.
Once you have a good grasp on the basics of running a successful retargeting campaign, you can begin to incorporate more advanced retargeting techniques to further optimize your ad spend.
When used properly, retargeting can be an incredibly powerful tool. Do your research, select a trusted provider, and utilize best practices for continued optimization.