What is Retargeting?

Retargeting, also known as remarketing, is a marketing strategy that involves targeting ads to individuals who have previously interacted with your website or shown interest in your products or services. 

When someone visits your website, a tracking pixel or cookie is placed on their browser, allowing you to track their online behavior. Based on this information, you can then serve targeted ads to these individuals as they browse other websites or social media platforms.

How can Retargeting be done on social media?

Here’s a brief guide on how retargeting can be done on social media:

1. Set up a retargeting campaign: To start retargeting on social media, you’ll need to set up a campaign on the platform’s advertising platform. This involves selecting your target audience and creating ads that will be shown specifically to users who have previously interacted with your website.
2. Install the platform’s pixel: Facebook, Instagram, and other major social media platforms provide pixels that you can install on your website to track user behavior and gather data for your retargeting campaigns. You’ll need to install the pixel code on your website so that the platform can identify which users to target.
3. Define your target audience: Once your pixel is set up and collecting data, you can use this information to define your target audience on social media by creating custom and lookalike audiences. A custom audience is created by uploading a list of contacts, while a lookalike audience is created by finding users who have similar interests and behaviors as your existing audience.
4. Create retargeting ads: With your campaign set up, pixel installed, and target audience defined, you can now create ads that will be shown to users who have previously interacted with your website. These ads can be more personalized and specific to increase the chances of the user converting.
5. Track the results and adjust your campaign: Finally, it’s important to track the results of your retargeting campaigns and adjust them as needed to improve their effectiveness. Use the analytics provided by the social media platform to determine which ads are performing best and tweak them accordingly.

What’s the difference between remarketing and retargeting?

The terms Remarketing and Retargeting are often used interchangeably, but there can be some nuances in how they are defined. Here are the differences between these two marketing strategies:

Strategy and Reach: The main difference lies in the strategy and reach of these two practices. Remarketing often refers to reconnecting with customers through email marketing campaigns. It involves sending targeted emails to individuals who have already interacted with your brand or provided their contact information.

On the other hand, retargeting typically involves serving targeted ads to individuals who have visited your website or shown interest in your products or services, as they browse other websites or social media platforms. Retargeting expands the reach beyond email, utilizing ad platforms to reach potential customers.

Platform: Remarketing primarily takes place within one platform, which is email. It involves sending personalized emails to your audience based on their previous interactions with your brand. The focus is on re-engaging site visitors through email campaigns.In contrast, retargeting involves displaying targeted ads on external platforms such as websites, apps, or social media. These ads are shown to individuals who have interacted with your website or shown interest in your offerings.

What are some benefits of Retargeting? 

Retargeting offers several benefits for businesses:

1. Increased brand exposure: Retargeting keeps your brand in front of potential customers, reinforcing your online presence and creating familiarity with your products or services.
2. Higher conversion rates: By targeting individuals who have already shown interest in your website or products, retargeting can lead to higher conversion rates compared to traditional advertising methods.
3. Improved advertising ROI: Retargeting allows you to focus your advertising efforts on a specific audience that has already expressed interest in your brand, increasing the likelihood of generating sales and improving your return on investment.
4. Personalized advertising experience: With retargeting, you can create personalized ad campaigns tailored to the specific interests or actions of individual users, increasing the relevance and effectiveness of your advertising.
5. Increased customer engagement and repeat purchases: Retargeting enables you to reconnect with users who have previously interacted with your website, reminding them of your products or services and encouraging them to engage or make repeat purchases.
6. Better ad performance and cost-effectiveness: Since retargeting ads are served to people who have already visited your website or shown interest, they tend to outperform generic advertising campaigns and can be more cost-effective in reaching your target audience.