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Retargeting Ads in 500 Words or Less (Plus 3 Bonus Retargeting Tips)

Did you know that 96 out of every 100 people who visit your website will leave without
making a purchase?

According to research from Forrester, it’s
true. Just as it’s true that 70% of people who add a product to their shopping
cart will leave without completing their order.

These are some depressing statistics. But
don’t give in to despair—there’s good news here, too.

By using retargeting
ads, you can bring many of those visitors back to your website and increase
the chances that they will buy your product or sign up for your mailing list.

What Are Retargeting Ads?

You’ve probably heard of retargeting ads before.
And you’ve almost certainly been retargeted by other advertisers, so you
shouldn’t have any trouble grasping the concept.

Generally speaking, retargeting is the practice of serving ads to people who have already
visited your website.

So for example, if you happened to visit this
product page for the clothing company Buttercloth…

Buttercloth clothing on their website

Then you might notice Buttercloth ads
following you around as you browse the Internet. Like this one on ESPN:

A retargeting ad for Buttercloth

You can retarget on many different ad
platforms, which explains how you might also see their ad in your Facebook

Another retargeting ad for Buttercloth on Facebook

Or on the right-hand side of Facebook:

As you can probably guess, the goal of retargeting ads is pretty straightforward: their intention is to bring visitors back to your website, where they will hopefully make a purchase.

(RELATED: Learn how to create the perfect Facebook ad)

It’s a smart advertising strategy for a couple reasons. In fact, let’s dig into some of the benefits of retargeting ads and talk about why this is such an essential element of any effective digital marketing strategy.

(NOTE: Not sure where to get started on your own Facebook ads? Download our NEWLY UPDATED Ultimate Facebook Ad Template Library for FREE! You can copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Facebook Ad Template Library Lead Magnet

5 Big Benefits of Using
Retargeting Ads

So why should you be using retargeting
campaigns? Here are 5 of the biggest reasons to include retargeting ads in your
paid traffic strategy:

It helps you convert more of your visitors into customers. This, in a nutshell, is the main reason to use retargeting ads. If
96% of visitors leave without making a purchase, retargeting gives you another
chance to convince those people to come back to your website and buy something.It improves the effectiveness of other traffic sources. It’s difficult to make a profit serving ads to cold traffic. But when
you reinforce cold traffic campaigns with retargeting ads, you can improve the
ROI of those ads—sometimes by a huge margin.It reinforces your brand. By reminding people
about your company, you can help cement your brand. Some studies have shown
that retargeting has the additional benefit of improving brand recall.It can follow people across devices. Some
platforms, like Facebook and Google, can show retargeting ads to people across
multiple devices—which means that you can serve ads to visitors on their phone,
their work computer, their home laptop, and anywhere else they happen to log
in.It’s a cost-effective way to generate new customers. Retargeting ads generally have a high ROI, in part because you’re
targeting people who have already demonstrated an interest in your product or

Hopefully you’re starting to see the light and
realizing why retargeting is such an important strategy. But since  read on for some retargeting tips to help you
get the best results out of these ads.

BONUS: 3 Retargeting Tips to
Generate More Sales

There are plenty of traffic platforms out
there that can provide retargeting. Some of the biggest include Google Ads,
Facebook, PerfectAudience, and AdRoll, but there are many more.

And while the exact implementation of
retargeting ads will vary from platform to platform, the basic strategy behind
them will apply no matter where you choose to serve your retargeting ads.

Here are a few tips to help you get the most
from your next retargeting campaign:

(RELATED: 3 Tips to Set Up a Retargeting Campaign in 24 Hours)

Target the people who are most likely to convert

With retargeting, you can get specific about
which visitors you want to bring back to your website. Keep in mind that some
behaviors show greater buying intent than others. For example, take these two

Person A: Added a product to their
cart, then abandoned it.Person B: Visited a product page,
then bounced.

Here, Person A is a more valuable visitor than
Person B.

That’s not to say that Person B isn’t worth
retargeting. But when you’re prioritizing your campaigns and setting your bids,
you’ll want to put more effort into retargeting Person A because they are more
likely to complete their purchase than Person B.

So what should you look for to signal a high
buying intent? In addition to adding a product to their cart, you might also
want to focus on people who have bought from you in the past (previous customers)
or highly engaged visitors who…

Spent a long time on your websiteVisited your website multiple
timesVisited multiple pages on your

Focus on these visitors to get the most bang
for your retargeting buck.

Segment your audiences

Some marketers take the easy way out and set
up their retargeting campaigns to target all website visitors. And sure, that’s
an easy way to get started… like it’s not the most effective method.

Instead, you’ll get the best results if you
segment your audiences. For example, you might create an audience of people who
visited your blog, another audience of people who visited your sales page, and
a third audience of people who added your product to their cart.

Or, if you offer multiple different types of
products, you might create a separate audience for each product category. A
clothing store, for example, might have a “Men’s Shirts” audience, a “Men’s
Shoes” audience, a “Women’s Shoes” audience, and so on.

Doing this will allow you to create more
highly targeted retargeting campaigns. You’ll also be able to send each
audience to a more relevant landing page.

If you want to learn a savvy way to segment your audiences, check out the Remarketing Grid.

Use compelling ad creative

Finally, remember that all the fundamentals of
good ad creative still apply. You still need to use eye-catching imagery with
compelling ad copy to create retargeting ads that grab the viewer’s attention
and persuade them to click.

(NOTE: Not sure where to get started on your own Facebook ads? Download our NEWLY UPDATED Ultimate Facebook Ad Template Library for FREE! You can copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Facebook Ad Template Library Lead Magnet

The post Retargeting Ads in 500 Words or Less (Plus 3 Bonus Retargeting Tips) appeared first on DigitalMarketer.

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