This article will provide digital marketers with critical knowledge on effective ad retargeting and 3 essential tips to include when designing your remarketing campaign. Read on to learn about a key component of your digital marketing strategy and to boost your business sales.

What is Ad Retargeting?

Ad Retargeting is the process of remarketing items to consumers after they have left your website. It aims to recover lost visitors using search result ads and website banner ads. Ad retargeting is a great way to boost business sales.

“97% of people who visit your site for the first time leave without buying anything, and then they’re lost forever. Unless you can bring them back.”

The Cookie Monster of Ad Retargeting

Cookies are the technology which power Ad Retargeting. These cookies often get a bad time in the media. Google has admitted it will be phasing out 3rd party cookies. However it will not to come into effect for at least 2 years. This leaves plenty of time to use ad retargeting. The following essential tips should be considered when developing your digital marketing strategy.

Tip 1: Show Products you know the Customer Likes in Ad Retargeting

Internet browsing is actually very similar to shopping on a high street. Shop windows display the products they think you will be interested in to attract your attention. Retargeting works in a similar way except they know exactly what products you are interested in.

The website’s cookies can record what items you clicked on, spent time looking at and even what items you place in your shopping cart. Armed with this data, retargeting ads can show these products to the person who has left the site. It acts as a friendly reminder that the product is still available. By showing the same products to the customer again they are more likely to revisit the site and maybe even buy something.

Tip 2: Offer Discount Codes and Coupons in Retargeting Ads

In the online market place consumers have all the power. The internet allows them to compare and contrast different products and sellers in the blink of an eye. For sellers to stand out they must go above and beyond for the consumer. Offering a discount or coupon may just allow your site to stand out amongst competition.

Imagine a customer placed one of your products in their shopping cart before finally deciding they didn’t want it enough or simply forgot about it. A retargeted ad offering a discount or coupon is a perfect way to convince the customer to return and finish the purchase.

Tip 3: Show Complementary Products to Existing Customers

This tip is perfect for when a customer has bought your product and is delighted with it. The digital marketing journey does not end there! This is the perfect opportunity to offer more of your products to the customer. Some of the most effective retargeting ads are aimed at existing customers.

Say a customer bought a T-shirt from you a couple weeks ago. A brilliant retargeting ad would show a complementary product such as a pair of jeans to match with the T-shirt. If the customer knows and trusts your brand then it is likely the ad will lead to a site revisit and hopefully even a sale! The goal is to increase your conversion rate!

References

• Bohn, D (2020). “Google to ‘phase out’ third-party cookies in Chrome, but not for two years” | www.theverge.com | Retrieved Online: 16.04.2021| https://www.theverge.com/2020/1/14/21064698/google-third-party-cookies-chrome-two-years-privacy-safari-firefox
• Sagin, E (2020). “7 Super-Creative, Crazy-Effective Retargeting Ad Ideas” | www.wordstream.com |Retrieved Online: 16.04.2021| https://www.wordstream.com/blog/ws/2016/04/13/retargeting-ad-ideas
• Banton, C (2020). “Complementary Goods” | www.investopedia.com|Retrieved Online: 16.04.2021| https://www.investopedia.com/terms/c/complement.asp