Overtime, retargeting has proven to be a core marketing strategy with immense potential to improve brand awareness and increase sales. With the advancement in tracking technology and third-party software that provides several ways for advertisers to segment website visitors, businesses can now categorize visitors according to their interests.
When visitors are segmented, it makes it easier for advertisers to target them with personalized content. That is backed up by a stat from digitalmarketingjobs.io, which states that 78% of consumers believe that personalized content from brands enhances their purchase decision.
There are several ways to carry out retargeting campaigns, and we will discuss some of the most important ones in this article.
Types of Retargeting
1. Search Engine Retargeting
When we talk about search engine retargeting, we are mainly talking about Google, because Google accumulates over 93% of search traffic on the internet.
This form of retargeting is used to target users who have already gone on search engines and searched for specific keywords or phrases related to your industry. It is one of the most used types of retargeting, mainly because Google search traffic services span over two million websites across the globe. Search engine retargeting operates based on the assumption that certain users who have previously indicated an interest in your business by searching for keywords related to your industry would most likely want to see your ads and maybe convert.
2. SEO/SEM Retargeting
This form of retargeting combines both the search engine and site retargeting to gain more insight into what users want. Insights gathered can further refine your subsequent ad campaign and increase conversion rate.
3. Site Retargeting
Site retargeting focuses on users that visit your website for the first time and leave without converting. A tracking code known as cookies is attached to their browser, and this code follows them around as they surf the web. This tracking code allows your ad to identify the user anywhere on the internet and makes it possible to display your ad on their screen. Site retargeting has proved to be very useful over time because it allows advertisers to segment website visitors according to their online behavior. That way, it is easier to target them with ads specific to their individual needs.
4. Email Retargeting
Email retargeting works just like site retargeting. A retargeting code is placed into the HTML code of your email and sent to prospects. When your email is opened, your ads will start following them across the web. Email retargeting works only when you already have an email list, or if you are already running an email campaign to engage your prospects or nurture them to the point of purchase.
5. Engagement Retargeting
Engagement retargeting is a form of retargeting campaign that determines which ad to show to a user based on the type of action taken and the level of the user’s engagement. Advertisers use this form of retargeting to serve highly targeted ads to specific customers because they have already given a clear indication of what they want by the level of engagement that was displayed.
Depending on your marketing strategy and the level of creativity of your ads, any of these retargeting campaigns can easily increase sales and give your click-through rate (CTR) a big boost, when done correctly.