Marketing Strategies

Retargeting : How To Bring Website Abandoners Back

Last Updated: March 31, 2020

It can be tricky when you are sending traffic to your site, only to see almost everyone make a u-turn and leave without spending a penny or requesting a call back?

If only there was a way that you could get a second chance…you know, grab their attention again and remind them about why the decision to click through in the first place.

Well guess what? It’s possible and it’s called retargeting.

Retargeting is a powerful form of advertising that allows you to close more sales by showing ads to visitors who slipped through the gaps the first time around.

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See, the fact is most people just aren’t ready to buy the first time they come in contact with your brand.

But with retargeting, you don’t have to just wave adios to the traffic that you worked hard to bring to your site in the first place.

Instead, you can run targeted campaigns that keep you at the front of your prospects’ minds until the exact moment arrives when they’re ready to make a purchase.

OK, what is this wizardry and how can I do it?

Well, today we’re going to cover everything you need to know to set up effective remarketing campaigns. And trust us, your competitors really don’t want you reading this.

We’ll look at what retargeting is and why it matters. Then we’ll examine how to use the most popular platforms and lastly we’ll cover the best practices you need to know to launch wildly profitable retargeting campaigns.

Sounds good?

Then let’s get to it…

Jump To Section : 

What is Retargeting?

If you’ve ever googled a product or service, you probably already know what retargeting is, even if you don’t realise it yet.

Essentially, retargeting is a form of online advertising that serves ads to people who have previously visited your website, landed on a specific webpage (e.g a pricing page) or behaved in a certain way (e.g. didn’t make a purchase).

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Just think about the last time you were interested in a product or service and visited a company’s website only to be stalked around the internet for weeks afterwards.

Although a little creepy, don’t try to say it didn’t nudge you a little closer to making a purchase!

Why Do Retargeting Ads Matter?

Here’s a well known stat : 98% of people who visit your site for the first time leave without buying anything.

Yep, that’s right, on average only 2% of people interacting with your brand will convert on their first visit. Which isn’t great.

So, the question is : how do we win those lost customers back?

Yep, you guessed it. Retargeting.

If you’re not running retargeting campaigns, now is the time to start. Because without it, you’re almost certainly leaving money on the table.

Why? Well because retargeting typically brings in the highest return-on-ad spend of any digital advertising.

Studies show that the click-through rate of a retargeted ad is 10x higher than the CTR of a typical display ad.

And according to Criteo, website visitors who are retargeted are 70% more likely to convert than those who aren’t.

Add to this the fact that leads need to hear your message an average of 7 times before they’ll make a purchase and it’s easy to see how retargeting plays an indispensable role in your overall marketing strategy.

How Does Retargeting Work?

The behind-the-scenes of retargeting is pretty straightforward. To set it up for your business, you insert a small piece of JavaScript into your website’s code.

Once installed, when a visitor lands on your site they’ll pick up a cookie from your newly added line of code. Cookies aren’t for eating, they’re  just anonymous ID tags that are stored in your visitor’s web browser.

When visitors who’ve picked up your cookie visit other sites or apps, your advertising provider (such as Google, Bing or Facebook) can recognise them and correctly serve your retargeting adverts to them.

If you’re not techy, don’t worry – this sounds more complicated than it is. The code won’t affect your website’s performance and website visitors won’t even know it’s there.

To show you step-by-step how easy it is to get started with basic retargeting, head onto the next section.

How To Get Started With Retargeting?

Many people think running retargeting campaigns is difficult. But the truth is, if you’re even slightly familiar with any of the big ad platforms, setting up simple but effective campaign can be done in just an hour or less with minimal effort.

For this tutorial, we’re going to look at three of the most popular platforms for website retargeting: Facebook, Google Ads and LinkedIn.

Ready? 

Facebook Retargeting

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Retargeting visitors on Facebook is one of the most powerful forms of retargeting currently available.

Why? Well, Facebook boasts a whopping 1.47 billion daily users from around the globe.

What’s more, it’s a user base full of shoppers too. Hootsuite found that  78% of Facebook users discovered a product they wanted to purchase on Facebook which outranks both Pinterest and Instagram.

So, here’s how to get started:

Step 1: Create a Facebook Pixel

Open your Facebook Business Manager. In the hover over menu, select Pixels from the Events Manager section.

At the top left of your screen, click the ‘Add Data Source’ button. Give your pixel a name & enter your website’s URL.

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Step 2: Add the Code to Your Site

Now you’ve created your pixel you’ll be prompted to add it to your site. If you’ve got the knowledge, you can manually add it to your site.

Alternatively, you can use the Google Tag Manager to add your new pixel to your website. See here for a straightforward guide on how to do that.

If you’re using a website builder such as Shopify and Wix, most of those have a place where you can simply copy and paste your pixels ID, and they take care of the installation.

Tip: Once installed, use Pixel helper, a free chrome extension to make sure everything is set up properly.

Step 3: Create Retargeting Audiences

With your pixel installed, you should now be able to see the activity on your site in your Facebook Business Manager.

The next step is to use the data that Facebook is collecting to create specific audiences that we can retarget with our ads.

Head to the ‘Asset Library’ tab in the business manager. Choose ‘Create Custom Audience’ and select ‘Based on Website Traffic’.

Here, you’ll be able to define your audience by using characteristics. For example, if they visited a certain page, if they visited multiple pages or if they made or didn’t make a purchase.

Start by creating an audience who visited any pages in the last 30 days and didn’t make a purchase and wait for your audience to populate.

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Step 4: Create Adverts to Serve to Your Custom Audience

Go through the usual process of creating a Facebook ad, except when you’re defining your audience click ‘custom audience’ and select the retargeting group we just created.

When creating retargeting offers, try mixing up your copy so it speaks to people who already know your brand – don’t be afraid to try things like ‘Still interested in these items….?’ or ‘Hey! Where did you go? Don’t leave this great offer behind!’.

Basic Facebook retargeting done and dusted! Onwards and upawards!

Google Ads Retargeting

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The Google Display Network offers incredible remarketing opportunities. The platform reaches 90% of internet users across the globe, hitting 65% of internet users every single day.

With Google’s ads pulling in over a trillion impressions from more than 1 billion users every month, they’re an advertising powerhouse that you can’t afford to be without.

Here’s how to get your retargeting off the ground on their platform:

Step 1: Link Your Google Ads & Google Analytics Accounts

You’ll be using your Google Ads account to create adverts, but first, you’ll need to generate your remarketing audiences in Google Analytics.

If you’re not sure how to link the two, here’s a straightforward guide from Google that will help you get it done in no time.

Step 2: Create Your Audience

Open your Google Analytics account. Click ‘Admin’ located in the bottom left of your screen. From there under the ‘Property’ list click ‘Audience Definitions’ and then click  ‘Audiences’.

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You’ll now be able to create a predefined audience based on specific behaviours, a ‘smart list’ or a custom list. Smart lists use Google’s algorithms to generate an audience based on who they think is most likely to convert.

For now, just create a custom audience of website visitors for the last 30 days who didn’t visit your ‘thank you’ page. Give your audience a name and check the box to connect to Google Ads.

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Step 3: Create Your Campaign in Google Ads

Open up your Google Ads account.  Click Campaigns from the page menu, then hit the plus button to create a new campaign.

Choose the ‘Goal’ of your campaign and select  ‘Display Network’ as your campaign type. Next add your campaign name, bid strategy and budget.

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Next in the ‘People’ section, select ‘Audiences’ and select the remarketing tab. Check the box beside the audience you created in the previous step to add them to your targeting. Hit ‘Save’ and you’re ready to go!

LinkedIn Retargeting

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LinkedIn is a fantastic platform for B2B advertising. On average it’s users have double the purchasing power of other platforms and spend nearly two hours per day using it.

Add to that the fact that 4 out of 5 LinkedIn users drive business decisions and you’ve got a potent ad platform that’ll power up your sales figures.

Here’s how to get started with LinkedIn Website Retargeting:

Step 1: Add the LinkedIn Insight Tag to Your Website

Sign in to your LinkedIn Campaign Manager, Select the account you wish to use, navigate to the top navigation bar and click on the ‘Account Assets’ tab.

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Next, click ‘Insight Tag’ and choose the method that you want to use to install your tag.

Add the tag to every page on your domain. Once your tag is added properly you’ll see your website listed as ‘Verified’ within your campaign manager.

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Step 2: Create Retargeting Audiences

Go to the audience creation page within your Campaign Manager. Click ‘Create an Audience’ and use the filters to define the audience you wish to retarget.

Your audience will start to populate as you receive more traffic to your site. LinkedIn requires that your audience has a minimum of 300 people in an audience before running a retargeting campaign.

Visit the audience creation page in Campaign Manager, click on Create an Audience to retarget, and then use filters to create website audiences to target with your campaigns.

Step 3: Create Your Remarketing Campaign

In the top right of your LinkedIn Campaign Manager, click ‘Create Campaign’. Choose your campaign goal and then when defining your audience choose ‘Matched Audiences’ (LinkedIn’s term for retargeting audiences) and select the audience you defined in the previous step.

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Then choose your preferred ad formula, set your bid and budget, add your creative elements and you’re all done.

Retargeting Best Practices : Setting Up For Success

Now, that you’ve got an idea about how to set up basic retargeting campaigns, it’s important to understand the best practices that underpin successful retargeting campaigns.

While every business, audience and campaign will be unique, the following are several guidelines that’ll help you get the best possible return on your efforts.

Segment, Segment, Segment

Data from the DMA shows that segmented campaigns can lead to a 760% increase in revenue when compared to their unsegmented counterparts.

So it’s clear that segmentation is important in any marketing campaign, but especially when it comes to remarketing.

Here are some ways to consider segmenting your retargeting audiences : 

  • User Behaviour: Segmenting your audience by how they behave on your site: e.g. how long they watched your video or what pages they viewed on your site allows you to deliver more relevant messages to each segment.
  • Time Since Last Conversion: You don’t want somebody who visited your site 180 days ago to be getting the same message as somebody who visited 12 hours ago. Segmenting by time will make sure the right message gets delivered at the right moment.
  • Stage of Buyer’s Journey: Different marketing messages will resonate as your customers move along the buyer’s journey. Proper segmentation makes it easier to turn visitors into browsers, browsers into buyers and buyers into raving fans.

Think about Frequency

Frequency refers to the number of times that your audience sees your ad. Ad fatigue can start to set in if your audience sees your ads too regularly which is bad news for your campaign and your conversions.

All platforms will let you set a frequency cap which will limit the number of times your ad will be served within a set time period. A  frequency cap of about 15 over a 30 day period is a good guideline to follow.

Use Multiple Creatives

Using a selection of creatives will also go a long way to ward off the dreaded ad fatigue and brand blindness that can creep into remarketing campaigns and render them less impactful..

Create 5-6 iterations of the same ad for your campaign to keep things fresh and your audience engaged. Your CTR’s will thank you.

Go Forth & Retarget

And that’s a wrap! Hopefully by now you’ve got a handle on how to set up and optimise your very own retargeting campaigns.

It’s a fact of life that the majority of your website traffic won’t convert on the first visit. Your visitors simply don’t have enough familiarity with your brand or knowledge about how you can help them to persuade them to whip out their credit card

Retargeting empowers by letting you gently nudge back into your potential customers consciousness to lead them along the buyer’s journey.

Through running successful retargeting campaigns you’ll be able to drive more interest, sales and profit for your business.

From all of us here at HelloClicks, until next time, best of luck!

Get in Touch with The Retargeting Experts

We know that working out the finer details of your retargeting strategy can be stressful to say the least.  And since no two businesses are identical, it’s often a real challenge to know the exact approach that’s for you.

If you feel like you’re spinning your wheels and getting nowhere, why not reach out to our digital marketing specialists to discuss building a remarketing campaign that gets you the results you’re looking for?

Let us do the heavy lifting so you can focus on what you do best – Contact Us Today.

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