Sometimes followed you has a announcement by all sides? You feel that they spy on to you and they know exactly what is what you were seeing? It has happened to You that Amazon visits or a store in line and that product that you were on the verge of buying is to you following in Google, Facebook, Instagram and until in Youtube?
To that retargeting is called to him (or remarketing, as Google calls to him).
Retargeting is one of the more effective strategies of digital marketing, but more evil been useful. This type of campaigns generates investment returns superiors to 300% (this is what we have seen with our clients).
When this strategy is used incorrectly, it can cause an effect in opposition to which it looks for. He can cause annoyance in the users and until a negative impact in the brand of the advertiser.
The idea in this guide is to share to you of principle to aim as using retargeting of the correct way. From basic to some strategies outposts so that thus you can take advantage of this strategy and increase the gains of your digital campaigns to the maximum It seems to You?
Then¦ We go Here!
Table of contents
- What is the Retargeting?
- How work does the Retargeting?
- Advantages to use Retargeting
- Types of Retargeting
- Platforms of Retargeting
- Services of Retargeting
- Steps to implement Retargeting
- 1) To select to a platform of announcements or service of Retargeting
- 2) To generate and to implement the code of Retargeting
- 3) To validate that the codes of Retargeting are working
- 4) To register the public or hearings of Retargeting
- 5) To create campaigns of Retargeting
- 6) To optimize campaigns of Retargeting
- Better Practices of Retargeting
- 3 Essential Strategies of Retargeting
What is the Retargeting?
Retargeting consists of showing a message, normally an announcement, to a user who that had a previous contact with your brand, product or service.
According to AdRoll, only 2% of the visitors Web buy in his first visit. It is why retargeting becomes an essential component for closing that first effort that we do in a campaign of digital marketing.
Retargeting, in the world offline, comes applying for many years. It is the form in which the traditional salesmen close their sales most of. In the pursuit.
According to Hubspot 44% of the sales are closed in the pursuit (the bad news is that the majority does not do it, neither in offline or online) and think that the sale will be closed by itself in the first contact.
There it is where the incredible potential of retargeting enters.
How work does the Retargeting?
Now maybe you are asking yourself¦
But how it is that an announcement can follow to me by all sides?
Of summarized way (and explained for the mortals), retargeting works thus:
- A usuary one visits the website of a company
- A small code or cookie in the navigator of that user becomes engraved
- That cookie allows the owner of the website (advertiser) to show announcements all those that arrive at their page and which they activated the cookie
As is to you account, the first step so that retargeting works, is to cause that a user settles down some type of contact with the advertiser.
Normally this is through a visit Web although also other types of retargeting exist where a visit is not necessary Web as so and that we will explain more ahead.
Advantages to use Retargeting
Although you can create a campaign of digital publicity for your company without using retargeting, when not doing you are leaving it of side all the benefits that this strategy can bring to your business.
It has happened to You that time an announcement that does not have anything to do with you or your interests?
With retargeting just we can make in opposition to showing the very customized announcements on the basis of the behavior and interests that the users demonstrate.
This secures to major interaction that the average of the campaigns, generating lifted rates of click more (CTR), and as well, users who arrive at your website and spend more time in the same and conduct more battles related to the objectives of your business.
For example, if a travel agency identifies that a user was reviewing flights to Paris and did not finish its purchase, then this advertiser can show a specific announcement that speaks to him directly to that interest of the user.
As you imagine this announcement is going to have one better interaction and results than a generic announcement of any type ð
Whenever we applied a campaign of retargeting with our clients, we see that we obtain a good volume of conversions to very accessible costs. This is translated, in the majority of the cases in a positive return of investment.
As we mentioned it at the home, if a person visits your website and she does not buy or she does not request information, does not mean that she was not interested.
It can be that then one was in the investigation process or that his son of 3 years has then broken a plate of the kitchen and had to run to solve it (This is rare example, but I believe that you understand the point)
By this, retargeting allows us to attract these users again who showed interest and to deliver the last attack to close the conversion or sale.
Recognition name brand
Another advantage of retargeting, is the recognition name brand that it generates.
Often, as entrepreneurs, we only focused in the sale, or only in the transaction. Nevertheless, mainly for companies that offer products of high value, the decision making of purchase is not realised of impulsive form and there it is where the recognition name brand takes importance enough.
Frequent presence through campaigns of retargeting or remarketing has been demonstrated that having help to undertakings to have a greater recognition or recollection name brand, that also is translated in greater volume of searches in Google with terms of the company or direct visits to the website.
This without a doubt is a very positive component in a strategy of digital marketing.
Types of Retargeting
Until the moment we have spoken of the type of retargeting more well-known than he would be that one based on cookies or the visits that a user to a website does.
Nevertheless, other types of retargeting exist who are extremely effective and who you can use at the same time to obtain still better results.
Retargeting of site
As we commented it, this he is the type of retargeting that the majority knows. Retargeting of site consists of showing announcements users who visited previously your website.
With that type of retargeting you can show announcements all the visitors of your website, but you can make exclusions or as well show announcements users who have a greater intention of purchase as which they only visited the section of prices or those that unloaded an intelligence document of your product or service.
This type of retargeting is based mainly on cookies or pixels that they are small codes that become engraved in the navigator of the user to be able to make a pursuit.
Nevertheless, if the user decides to erase the file and cookies of his navigator then no longer it is possible to give a pursuit and to show announcements him those users.
Even so, it is of the types of retargeting more cash and with which I recommend to initiate.
Retargeting dynamic consists of showing announcements, normally of physical products, which the user has shown interest. We could say that this is a variant of retargeting of site.
This type of retargeting is normally applied by stores in line that they have a very ample product inventory and in this way they obtain of dynamic way, to show products of customized form for each one of the users.
So that this type of retargeting works, it is necessary to register feed of products that is a file where the inventory from the products that has the company with information or attributes as price, brand comes detailed, color, size, etc.
This type of retargeting is more complicated to implement, but accounts with a store in line are worth totally the pain to realise it.
Luckily in some platforms as Shopify, it is very easy to make the implementation of retargeting dynamic since they have direct entailment with platforms as Google Ads and Facebook Ads and thus in a matter of minutes you can have your campaigns running.
Retargeting of lists
You have listened that you can discharge from the hospital a list of e-mails in Google Ads and Facebook Ads and to show announcements those users?
Then that is indeed retargeting of lists.
We only can apply this type of retargeting when we have the data of contact of the users as its e-mails or phone numbers.
On Facebook Ads is known him as customized public and in Google Ads as lists of clients.
Once we discharge from the hospital these archives, the platforms will look for as usuary they are registered with those e-mails and thus they make the match to show the announcements.
The disadvantage of this type of retargeting is that the rate of coincidence of contacts with these archives and their platforms usually is under since there are users who use different e-mails or different data from contact in each platform. (Around 40% or less)
Nevertheless, those users who if they manage themselves to identify usually are of much quality since in the majority of the cases are contacts of clients or prospectuses interested in your product or service.
Retargeting of hearings
Retargeting of hearings consists of showing announcements those users who comprise of your public captive. Or they are fans in your page of Facebook, subscribers in your channel of Youtube or people who have interacted with some of publications or announcements in some social network.
These are some of the things that we can do with retargeting of hearings:
- To show announcements all the people whom 50% of your videos have seen at least on Facebook or Instagram
- To show announcements which has commented or given likes me in some of the videos of your channel of Youtube.
- To show to announcements all those that have sent you an internal message or inbox to your page of Facebook.
- To show to announcements all the followers or fans that you have in Youtube, Facebook or Twitter.
- And more!
The segmentation possibilities are many!
This it is an example of all the hearings of retargeting based on this type of retargeting that you can create from the platform of announcements of Facebook:
The advantage of this type of retargeting is that you do not need that the users visit your website to be able to show announcements later to them. The only thing that you need is that the users give to click in any link or connection that you share.
All those users who give click in these connections that your you define they are added themselves to a hearing of retargeting which later you can show announcements to them.
For example, you can share in your social networks a link of the news of Forbes or Entrepreneur or any note related to your sector, and all those that give click in that connection will be added to the hearing of retargeting that you will be able to use later to show announcements in different platforms.
In order to use this type of retargeting you need services that normally are of payment as RetargetLinks, Rebrandly or RocketLink.
This type of retargeting is quite effective but I believe that he is less known. In this case, the user does not need to visit the website of the advertiser or to interact with the company as so having the possibility of showing announcements to him.
The only thing that needs is to make a search and this way we can show announcements on the basis of those terms that used.
Platforms as Criteo or Rubicon exist, with which you can implement this type of retargeting although normally he is something expensive to use this type of tools.
Luckily within Google Ads, recently we can use this type of retargeting with the new customized public of intention.
In the image, you can see as I am creating a customized public of intention of all those that look for in Google the terms campaigns Google Ads, Google Ads online and Course Google Ads.
This public would be defined as interested in Google Ads and all those that look for in Google these terms (even though not have visited my website) will add this public and later I will be able to show announcements to them them through campaigns of banners in different websites through Google Display.
[Eye: This type of retargeting is different from remarketing for search (RLSA). Although they look like are not the same]
Platforms of Retargeting
You follow here? Excellent!
For this moment I am certainly you know more on retargeting than the 99,99% of the population in the world ð
You have already learned what is retargeting, how works, its advantages and the types of retargeting that you can use.
Now we entered the part that many want to know¦ In which platforms I can use retargeting? or where are the announcements of retargeting?
Retargeting in Google Ads
Google Ads is the platform of digital publicity with greater reach in the world (still over Facebok). With Google Ads we can show announcements of retargeting in different networks from announcements thus to arrive at our ideal clients.
- Google Search we can show text announcements in the finder those users who visited previously our website.
- Google Display we can show to graphical announcements or banners in websites of the news, blogs and in more than 3 million movable websites and applications.
- Youtube we can show video announcements users who visited our website or interacted with some of the videos of our channel.
Retargeting on Facebook Ads
Similar to Google, on Facebook also we can show our announcements of retargeting. And nowadays it is very important to do it. Taking into account that on Facebook exists around 2,3 million active users every month, it is quite probable that the person who visited your website goes at some time of the day Facebook and there she is where you can catch his attention with your announcement.
Aside from that, from the same platform of announcements, we can show announcements in Instagram that is having a horrifying growth.
In these platforms we can show announcements with images, of video, messages and more.
Other platforms of Retargeting
If you only use the platforms of announcements of Google and Facebook to create your campaigns of retargeting you will be doing a very good work since you will have the capacity to reach more from 95% of the users with access to Internet.
Nevertheless, if you want to go further on and to have much more presence then exists other platforms with reaches enough where also you can apply retargeting of a quite effective form:
As you can see, in any platform of digital announcements we almost have the capacity to create campaigns of retargeting and the best thing of everything is than the process of implementation in all these platforms is very similar (we will see the steps more ahead).
The recommendation is here to always initiate with Google and Facebook, and once you are obtaining good results with those platforms of exploring other channels as before mentioned.
Services of Retargeting
Some external tools or services exist with which we can implement campaigns of retargeting. It is good for evaluating these options if you want to have still a greater reach rather or, if you do not want to be complicated the life creating separated campaigns in each one of the platforms before mentioned.
What they do these external tools or services is to have more simplified the process and to manage all campaigns of retargeting from a single place. Instead of to implement codes for each platform, with these services you only implement one and the tool helps you to segment and to optimize on the basis of its internal algorithms.
These are some of the most well-known tools and greater popularity:
The disadvantage of these tools is that they have a cost lifted for the majority of the small and medium businesses. That is to say, aside from the investment that you will have to do in the campaigns, you will have to pay an extra commission to use its services.
In many cases the pain can merit, mainly if you are whereas clause to make higher investments and you do not have the time or knowledge to give a detailed pursuit to the campaigns.
With these services also you will show your announcements in channels as Google and Facebook, but also you will have possibility of extending your reach towards other networks of announcements.
In the same way, I recommend to you to directly initiate with channels as Google or Facebook in your campaigns of retargeting and soon to evaluate the possibility of using some of these services.
Steps to implement Retargeting
What perhaps you wanted to know.
Next, I will share the steps to you that you must follow to implement a campaign of retargeting ð
1) To select to a platform of announcements or service of Retargeting
The first step to create a campaign of retargeting is to choose that platform we want to use.
As you know, we can create campaigns of retargeting in channels as Google Ads, Facebook Ads, Twitter Ads, Instagram, Linkedin and more. Or we can use some service as AdRoll or Perfect Audience to do it.
As either it I have shelp several times, I recommend you to initiate with Google Ads or Facebook Ads so that you are become familiar better and also because they are the platforms that have major reach.
2) To generate and to implement the code of Retargeting
The following step is to generate and to implement the code of retargeting or pixel in all your website.
The process to generate these codes is simple and very similar in all the platforms.
Next, I show to you how to do it in Google Ads.
Now, I will explain to you since to make the same process on Facebook to generate the code of retargeting of Facebook or in this case the Pixel Ads.
Normally these codes must implement within the label <head> of the HTML of your website.
Several alternatives exist to implement these codes. You really do not need to be a programmer to do it (although simplest it is to tell him to that does it by you) also you can do it you yourself with certain tools as Google Tag Manager or plugins of WordPress as Tracking Code Manager who allows you to implement it in a matter of minutes.
Each platform of announcements has a different code of retargeting. That is to say, there is a unique code for Google Ads, another code for Facebook Ads, another one for Twitter, etc. and if you are asking it to you, yes, they can be all together ones in a same webpage without problems.
3) To validate that the codes of Retargeting are working
Once the codes are implemented, it is necessary to validate that they are working correctly. Often I have seen that the codes badly are implemented and the campaigns of retargeting do not work for this reason.
The form simplest to validate than the codes is working is directly within the platforms of announcements.
When just you generate the codes will appear in zero and the same platform will tell you that not yet they have activity:
Once the codes are implemented and they have generated at least a few visits you will be able to validate in the same platforms that already are working correctly:
4) To register the public or hearings of Retargeting
After implementing the codes and reviewing that they are working correctly you will need to create the public or hearings those who you are going to show the announcements of retargeting.
In some platforms as Google Ads, some public are created of automatic form as the public of all the visitors, where he is added any new user who visits your website.
Nevertheless, the best thing will be than you create public or specific hearings on the basis of the product types or services who visit mainly in your website and, on the basis of the intention of purchase that demonstrates the users.
That is to say, you will be able to create a public for all those that visited the section of prices or all those that added a product to the purchase cart later to show announcements to them.
5) To create campaigns of Retargeting
Finally, you will need to create your campaigns of retargeting selecting the public created in the previous step.
Right here you will need to define your budget, to register the announcements that you are going to show, to choose the maximum number of times that you will show the announcements each user and more.
It remembers that so that retargeting works is necessary to have accumulated visitors previously, consequently, you will need a little time so that these public or hearings are growing.
These public normally begin to be generated from the day in which you implement the codes of retargeting. So a good recommendation, is to implement the codes more soon than you can, even though then you are not going to create the campaigns. In the future it will do everything to you simpler.
6) To optimize campaigns of Retargeting
Many think that the work finishes once we discharge from the hospital our campaigns. Nevertheless, it is important that after the campaigns already are active, you are to the slope and you realise adjustments periodically to assure to you that your campaigns of retargeting are working of optimal way.
Although normally the campaigns of retargeting are quite stable because they are hearings that are very described, is always good for not losing of view the optimization.
Better Practices of Retargeting
The difficult thing of retargeting is not to implement it, if not to apply it correctlyImmortal words of Alan Valdez
(jajaja the one of immortal words was joke, but the sense of the phrase I believe that ð is very certain)
What happens is that a great amount of advertisers does not plan their strategy of retargeting before initiating and that causes that their campaigns do not work as well as they hoped.
It is why next I will share some recommendations to you and better practices than you must follow to remove all the juice to him to a strategy from retargeting.
1) It segments to your hearings
One of the most common errors is to use a single public and to the same show the same announcements all the users. This causes that the same announcement is to him the user who visited only the home page and that less than spent 5 seconds in your website and to the person who bought 3 times.
At present, the users want customized contents and messages to their needs and I interest.
It is why the recommendation is to register different public on the basis of different criteria as the time that happened in the website, the product type or services that saw, geographic locations, demographic and more. It enters more segmentations better.
The idea is to show an announcement of shoes which they visited the section of shoes (tupagina.com/zapatos) and not which they visited the section of shirts (tupagina.com/camisas)
2) It defines a limit of impressions by user
Sometimes you have thought or listened to something as:
It bothers to me that the same announcement is appearing to me by all sides, I have already seen it as 50 times todayAnonymous
I understand my small grasshopper to you.
Nevertheless, there is a solution to this.
And call limitation of frequency of impressions¦
Leave me I explain to you¦
With the limitation of frequency we can define the maximum number of times that we want to show our announcements of retargeting each user not to saturate it or to bother it.
In platforms as Google Ads, he is very simple to realise this configuration. On Facebook Ads is a little more difficult to do it, but also it is possible.
Although the platforms of announcements are becoming more and more intelligent and in certain way they stop showing announcements people who are not interested in your messages (thanks artificial intelligence) always it is good for being to the slope of this type of configuration.
3) It excludes buyers or people who already realised the objective
He is quite annoying to constantly see an announcement with a supply or promotion of a product that already you bought you don't create?
It is why in any campaign of retargeting it is essential to exclude those users who or realised a purchase or who fulfilled the objective which you were looking for in your campaigns.
That is to say, the idea is not to show announcements so that they buy, which already bought. Or not to show announcements so that they are registered to webinar to those users who already registered themselves I explain myself?
When adding a pixel in the gratefulness page or forming a public of all those that fulfilled that objective we can make the exclusion and thus take advantage of better our budget.
4) It changes your announcements
The last recommendation is very practical and I believe that it can generate a very good impact in your campaigns (and in fact not only in campaigns of retargeting, but in any campaign of digital publicity.)
If you do not change the design of your announcements frequently, it is probable that with time the users are accustomed or they become blind to your designs and no longer draws attention to give click them in the same.
(To that it is called to him to banner blindness or blindness of banners it was listened to rare in Spanish)
In fact, according to ReTargeter, the rates of click of banner in a campaign of retargeting normally diminish a 50% in a period of 5 months.
So if you do not change to your designs each or two months, you can be losing a good amount of conversions.
Easiest it is to use different colors, text in the announcements or different elements to put them to compete with your present announcements and thus testing A/B frequently.
Eye: one either is not to change to your announcements every two or three days. The frequency with that you will have to do that refresh in your banners will as large as depend the hearing on retargeting that you have (if she is very small, is probable that the users already have seen you yourself announcement too many times) and it will also depend on the same results that you are obtaining. That is to say, if your campaigns are working well during the last months, then he is not something so urgent that you must modify.
For that reason the phrase:
Madness is to change what it is working correctlyimmortal words of Alan Valdez (I believe that already I liked these of the phrases)
3 Essential Strategies of Retargeting
You want the cherry of the pie?
Here I will share some strategies to you that normally we applied in the campaigns of retargeting of our clients and who we recommended to apply to you in the same way.
1) Retargeting by product, service or specific interest
Most probable it is than if you are reading this you have different products and services. The idea is here to create specific campaigns with announcements different by each from them.
For example, a company that sells insurances, in its website, could have different sections with the detail from each of its products (Safe for car, insurances for home, life insurances, etc.)
On the basis of the visits that the users to each do of these sections, we can segment and show announcements different following the interest from the visitor.
That is to say, the person who visited the section of life insurances, we will show exclusively announcements to him with promotions of life insurances, inviting it to that it returns or it knows more.
We could similarly apply it for the other categories as insurances of car and insurances of home.
With this strategy your message is much more customized and therefore the CTR and answer will be far better.
2) They visited the cart of purchases but they did not buy
According to a study of Baymard Institute, around 70% of the people who add a product to the cart of purchases in a store in line does not finish the purchase.
The idea with this strategy is to segment those users who added a product to the cart and they did not buy (ex at which they arrived at the tusitioweb.com/carrito section but they did not arrive at tusitioweb.com/gracias-por-tu-compra).
Those users we would show announcements to them with incentives as coupons, discounts, supplies or more so that they finish the purchase.
This strategy is very effective mainly for the stores online or eCommerce.
In fact, you do not believe that necessarily you must offer a super incentive. Sometimes it is enough only with making a reminder so that they finish its purchase.
We can apply to this strategy anywhere Web that counts on processor of payments, process of purchase or process of request and thus to manage to segment to which they remained to a single step or closely together to finalize the objective.
The idea is that they give the last little step!
3) To offer related products to clients
One of the more well-worn phrases than I have listened on businesses (but quite certain) is one that says something thus:
It is much more easy to sell a client to him who to a person who does not know youthese were not immortal words mine, but I am in agreement with them.
With this strategy, the idea is to create specific campaigns to which already they bought something in our website.
For example, we can define in Google Ads or Facebook Ads that all the people who arrive at the /gracias-por-tu-compra/ section are added to a specific hearing of retargeting to which we will call list of buyers
Later, we can only create campaigns directed to these lists of buyers and to offer related products or services to them to which already they bought.
The gringos call to this cross sell or up to him sell.
In the real world, he is when you request a hamburger in a McDonald's and they offer French fries and refreshment to you (or a snow)
These last ones were only 3 strategies, but you can be quite creative and to create campaigns of retargeting so varied as your you would want.
And that is everything!
I hope that this article, or rather this mega guides on retargeting helps you to be successful in this quite powerful strategy but that very bad it is useful by the majority of the advertisers.
Although you do not only create we saw it the puntita of the iceberg.
If would like to know you more and to turn you into a MASTER of this subject, I invite to you to that you register to the waiting list of our Retargeting training Master where we see live and to all color as implementing this type of campaigns.
We see ourselves later!
P.D. It is probable that after to have read this article he begins to you mysteriously to follow an announcement of my part in Google, Facebook or in other websites. (But you can erase your cookies and thus you will stop seeing me, although my intuition says to me that you will not do it ð)