Retargeting, or Remarketing that you want, is by definition a technique that allows you to go to re-intercept your target audience. The aim is to go and search for the potentially most interested users among those who have taken a given action to bring them, tend, to a conversion.
In fact, if we had a shoe e-commerce, our retargeting strategy would be to go and contact those users who have already been on our site as they are potentially more likely to make a purchase.
Explaining what retargeting is may also seem simple but understanding how to do it correctly is not so obvious. So let’s discover together its secrets and the best strategies to make the most of it for your advertising campaigns.
Why is it essential for companies to retarget?
We all know this and the data has been showing this for a long time now, the level of attention of users has fallen profoundly over time and the trend does not seem to be reversed. People have a lot of content in front of their eyes every day and can only spend a limited amount of time on it.
This is basically the big reason why it is very important to go looking for the right users and show them the most appropriate message so that they can then bring more conversions to our site.
Retargeting, how it is realized and what are the best strategies
First we need to be able to track the navigation path of users on the site, if this was not possible of course we would not be able to contact them later. The basic practice is to go and insert one or more pixels on each page of our site.
Once these pixels have been implemented correctly they will automatically create segments that will be populated over time. These segments are just groups of people who have in common having taken some actions, such as seeing the same page as the site for example. At this point we can go and deliver our communication directly to these users. But watch out! To make good remarketing it is always good to take into account the funnel!
At this point you may be wondering what the aforementioned funnel is. The latter is nothing more than the course that the user doeswithin thesite, the classic funnel path that you will often and willingly have heard of, which takes the user from the home page to the thank you page after making the purchase. The more you look at the end of the funnel, the more we will see that our group of people decreases; but don’t worry, it’s perfectly normal. The optimal retargeting action would be to have a custom message for each user cluster depending on where they had previously arrived. In this way the user can resume browsing the site from where he had abandoned it.
Static or dynamic retargeting?
This difference is about the communication we show to you when we contact you.
You have static retargeting when creativity presents content that does not vary according to the person who will view it: this type of retargeting is the most used as it is the easiest to realize and has continued to demonstrate its effectiveness.
In contrast, dynamic retargeting has creatives that vary depending on the user in front. This particular retargeting strategy composes creativity by combining images and texts based on the products that the person will have seen on the site and the phrases that the algorithm considered most captivating. If you want to know more here let’s talk about 5 tips on how to create a banner.
Dynamic retargeting is certainly a newer tool than static retargeting but that doesn’t mean it’s suitable to replace it on every task, far from it! They are two different types of retargeting and in many respects complementary.
In any case, don’t worry, both features are supported by our One Programmatic Self Service platform!