Retargeting: Why, When and How – Blog | Zeustrak

Retargeting: Why, When and How

Retargeting is simply showing ads to people who have already interacted with your ad in some way in the past. They possibly clicked on one of your ads, watched one of your videos (or maybe just a part of it) or clicked on one of your landers. Retargeting can seem like distraction to some that are putting all of their focus into crafting their primary audience target, but really it’s all part of the greater picture.

Why it’s worth your time

Turns awareness into an ask – Remember that first interaction may only just be an introduction for some people. Seeing your ad again may give people a greater sense of validity and thus willingness to take action. It also allows you to be a little more direct with your call to action, because you don’t have waste as much time establishing who you are.

Improves ROI – Think of why you optimize. Ultimately it’s to increase your ROI. This is also a good way to think of retargeting because you have narrowed down those who show potential to take action. By using this kind of focus, you can reduce your overall ad spend and increase your ROI.

Reduced CPA – When you retarget you gain greater details about your audience type and what they respond to. This information can continue to provide value within the campaign and toward future, similar campaigns. It also reduces your CPA because you have a better defined pool of people to draw from. Simply put, it helps build stronger audiences.

Beyond the 2% – It is said that only 2% of people visiting a page or offer make a purchase on the first time. This leaves a lot of potential in the other 98% of people that have shown at least some interest.

So why didn’t they convert them the first time?

Some people might think that retargeting seems like a waste of time since the user already saw your ad; maybe even clicked through, but didn’t buy. Why would I want to waste time and money on a “no”? Because the reasons people didn’t buy that very first moment could be numerous, but they have at least shown some kind of interest. Some of these reasons, that are still packed with potential might include:

They weren’t ready to buy

Remember not buying is NOT the same as a public refusal to ever do business with you again. If I think about buying a new pair of Nikes while shopping in a store, but then I don’t; It’s not like I’m announcing to that store; “Attention to everyone in this store –  I will not be purchasing these shoes I’ve spent time looking at and maybe even tried nor will I ever do so. My decision is final and I will not be swayed!” By the way, if you see that happen in a store, that person is totally pissed off about something else. Of course that’s ridiculous when you look at it like that, so don’t be afraid to ‘help’ people realize that their instincts were valid and that you can help them facilitate that desire. It could have been the phone rang or, they lost track of time and suddenly realized they were late for something and had to rush out of the door. Maybe their phone died mid purchase (Yes, this has happened me).

They weren’t inspired enough

Sometimes you just didn’t make a connection with that person the first time in a way that they felt value. We do our best to constantly test and optimize our ads to get the best response overall and we know those ads are never “perfect”. You could be someone that started in the flow, but didn’t identify with the angle. Taking some time to explain the offer with a slightly different angle could be that “ah ha” moment for them. They might even be seeking something similar to what you’re offering, but it was just not relatable enough.

The Rule of 7

This is a widely held rule in marketing that simply states people need to see/hear an ad; on average at least seven times before they take action to buy that product or service. You might have just been on a verge of that breakthrough. This continues to support the main point that just because they have seen an ad once does not mean they won’t react differently to seeing it again.

Retargeting in Facebook

Retargeting to all visitors that didn’t convert is very overly general method of targeting.  A Better method would be getting more detailed; looking at those audiences that took some action, yet didn’t convert and segmenting them. If you are using Facebook, you should also be using the Facebook pixel for this.

For those who are not familiar, the Facebook pixel is a small bit of code that you install on your website or landing page. When someone clicks on an ad or visits your page, the pixel places code in the viewers web browser. The next time they visit Facebook, the pixel will be detected and your ad will be displayed.

It goes into even more detail when you define your pixel “event”. An event tells Facebook how to behave based on a set of conditions. Did they get all the way to checkout on your page, but didn’t buy? The pixel can track and respond to that event. What about if they looked at your content for a while, maybe even watched part of a video? These are only two examples, but there are a number of pixel events you can set that will better help you pinpoint the best people to retarget. From there you are able to build “custom audiences”.

Website actionStandard event code
View contentfbq(‘track’, ‘ViewContent’);
Searchfbq(‘track’, ‘Search’);
Add to cartfbq(‘track’, ‘AddToCart’);
Add to wishlistfbq(‘track’, ‘AddToWishlist’);
Initiate checkoutfbq(‘track’, ‘InitiateCheckout’);
Add payment infofbq(‘track’, ‘AddPaymentInfo’);
Make purchasefbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});
Leadfbq(‘track’, ‘Lead’);
Complete registrationfbq(‘track’, ‘CompleteRegistration’);

EXAMPLE: If you set your initial ad set to a “view content” event for example, using the Facebook pixel. You can then take the results from that audience to retarget. Once you have close to at least 1000 clicks of viewers, you can then retarget those people as a “Custom Audience”. The great thing about this audience is that they have already expressed at least some interest in your ad, so you can now target them from a leveraged position. From there you can segment these audiences to retarget more effectively.

Retargeting Strategies

Segmenting – By segmenting a retargeted audience into demographics or interests, you can create entirely separate angles and ad approaches to test. As always there is amazing opportunity in defining this detail. Think of age group, gender or even similar pages or activities people follow and design retargeted ads just for them.

Special offers – Once you have “broken the ice” with someone that first time you have a good opportunity to reward that familiarity with some sort of unique targeted offer. This let’s them know that you appreciate and value them just for considering your offer and that you’re willing to go a bit further to satisfy them if they are on the fence. People talk about the uncomfortable feeling sometimes of being “followed” on the internet (just because I looked at one ad for car insurance, now every page I look at has an ad about it…etc.). Overtime, people have become a little more accepting of this, but when you reach out to them to let them know, you’re not just re-pitching them the same offer, but that you are willing to sweeten the deal in some way, it get’s noticed.

Changing up creative – A very simple yet powerful technique is to change up the imagines and design used. People can and do respond totally differently to the same article with a different image or look. Netflix does this all the time to give the perception of fresh content or just to try to capture interest from a different angle. Even news sites like Digg and Buzzfeed are also well known for using this method and the reason they all do is simple; it works!

Mistakes to Avoid

Not using tracking tools – Good tracking tools are a must because it gives you a better idea about the type of activity taking place in real time that drives valuable customer interaction. The best ones have integrated functionality and consolidate multiple value data points in one place. This is true for almost all segments of a campaign and retargeting is no exception. Zeustrak is a great example a multifunctional tracker because it covers all of these needs. Capturing diverse data points and acting on them is the key to success.

Budget too small – Remember the people you are going to retarget are already warmed up and have a much higher potential for conversion. It’s worth spending a significant amount on you ad budget to close the deal on these prospective conversions. Some people even spend up to 50% of their ad budgets on retargeting.

In conclusion

It’s said that up to 71% of consumers prefer ads tailored to their interests and shopping habits. People more and more have come to expect a more customized experience when online. The people you want to focus on are not saying “no”, but “maybe” and there is a huge amount of money to be made from that “maybe”. Retargeting is an essential technique for anyone serious about building the best campaign possible.