{"id":20666,"date":"2021-11-18T17:39:37","date_gmt":"2021-11-18T16:39:37","guid":{"rendered":"https:\/\/dossetenta.com\/what-is-retargeting\/"},"modified":"2021-11-18T17:39:37","modified_gmt":"2021-11-18T16:39:37","slug":"what-is-retargeting","status":"publish","type":"post","link":"https:\/\/dossetenta.com\/en\/what-is-retargeting\/","title":{"rendered":"What is retargeting and why is it important for your business?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Tiempo de lectura:<\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutos<\/span><\/span><p><strong>Retargeting<\/strong>\u2014also called <strong>remarketing<\/strong>\u2014is the technique of returning to users who have already visited your website, blog, or social media profile. Simple at first glance, but a well-designed <strong>retargeting<\/strong> strategy can significantly boost your sales and leads.<\/p>\n<blockquote><p>\n<strong>Retargeting<\/strong>: <em>A marketing technique used for people who have previously visited your website, used your app, or simply shown interest in your brand.<\/em>\n<\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">As users, we all experience <strong>retargeting<\/strong>. We search for a product, browse several websites, and leave the purchase for another day. The next day, as soon as we browse our favorite news site, we start seeing the products we viewed the day before everywhere\u2014on the sports section, the business section, and even on a friend\u2019s fashion blog. Our first reaction is probably \u201cThey\u2019re everywhere! How annoying!\u201d Then we think, \u201cThey\u2019re storing my data!\u201d, \u201cThey\u2019re spying on me!\u201d, \u201cHow do they know what I looked for?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you\u2019re an avid online shopper, you\u2019ve likely discovered how easy it is to trigger a few tricks to make your favorite brand send you the discount you want. You were going to buy anyway\u2014so if it can be cheaper, why not?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doing <strong>retargeting<\/strong> without a clear strategy may get you a few extra sales, but it may also irritate users.<\/span> As a company, our goal is to achieve the highest possible return on our investment, without overwhelming or annoying our potential customers\u2014after all, without them, there is no business.<\/p>\n<p>To run successful retargeting campaigns, there are two main keys:<\/p>\n<ul>\n<li>Know your users.<\/li>\n<li>Don\u2019t be annoying.<\/li>\n<\/ul>\n<h2><strong>Proper retargeting depending on the user\u2019s stage<\/strong><\/h2>\n<p>The first retargeting campaigns usually consist of creating a list of all website visitors and serving ads to them. The results may be good\u2014it is easier to sell to someone who already knows us than to someone who has never seen us before. But is it the most efficient? Unless your website traffic is very low, it\u2019s not.<\/p>\n<p>The next step is to create lists based on the user\u2019s value. Let\u2019s say an online store has over 100k monthly visitors\u2014it can design a very detailed retargeting strategy.<\/p>\n<ul>\n<li><strong>Visitors of the homepage only.<\/strong> These users are almost as cold as new visitors\u2014they landed on the website but didn\u2019t do anything. What should the strategy be? Branding. Remind them who you are and why you might be relevant. In moderation!<\/li>\n<li><strong>Visitors who browsed one or more categories.<\/strong> Now we know something about these users\u2014we know the types of products they are interested in. Show them ads\u2014preferably dynamic ones\u2014of the categories they visited or similar ones. For example, someone browsing sandal categories may also be interested in peep-toe shoes. Or suggest a full outfit that matches what they viewed.<\/li>\n<li><strong>Light converters.<\/strong> For example, those who subscribed to your newsletter or created a wishlist. These users are valuable\u2014offer something in return. It doesn\u2019t have to be a discount. A service-based business could offer a free intro call or a downloadable ebook. A store could offer samples or invite them to a showroom.<\/li>\n<li><strong>Users about to purchase.<\/strong> The abandoned carts. The most common solution is automated email reminders, but you can also win them back with a discount or a low-stock alert.<\/li>\n<li><strong>Customers.<\/strong> Finally! These users have already purchased. The first thought may be to exclude them from ads, but this is the perfect moment to delight and retain them. Numerous studies prove that <a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/porque-es-mas-barato-retener-un-cliente-que-conseguir-uno-nuevo\">retaining customers is cheaper than acquiring new ones<\/a>.<\/li>\n<\/ul>\n<p>To create accurate user lists and effective campaigns, it\u2019s essential to have a strong measurement system that categorizes website visitors. If your e-commerce store has hundreds of products, using <a href=\"https:\/\/support.google.com\/richmedia\/answer\/2691686?hl=es\">dynamic creatives<\/a>\u2014ads that automatically generate product combinations based on each user\u2014is crucial to automate the retargeting process.<\/p>\n<h2>Why should we do retargeting?<\/h2>\n<ul>\n<li>The <strong>average number of visits<\/strong> before a user makes a purchase is <strong>9.5 times<\/strong>.<\/li>\n<li><strong>96% of users<\/strong> leave a website without purchasing.<\/li>\n<li><strong>Retargeting<\/strong> allows us to <strong>personalize ads<\/strong>, which <strong>triples the chances<\/strong> of a user returning compared to non-personalized ads.<\/li>\n<\/ul>\n<blockquote><p><strong>Retargeting<\/strong> greatly increases the probability of a user returning and completing a purchase.<\/p><\/blockquote>\n<h3><strong>Don\u2019t be annoying: manage frequency<\/strong><\/h3>\n<p>As mentioned earlier, we must avoid bombarding users with ads\u2014it only creates rejection. We want to offer them what they\u2019re looking for at the right moment, with the right message.<\/p>\n<p>This is where frequency comes in. In most campaigns, we can monitor and control how many times our ads are shown to each user per day. A typical acceptable frequency is between 1 and 3 impressions per day, though each audience may require different levels.<\/p>\n<p>Analyze your campaigns. If your frequency is 12, <strong>warning!<\/strong> This indicates a mismatch between budget and audience size. Consider redirecting budget to another campaign or expanding your audience so it becomes large enough for a <strong>remarketing<\/strong> campaign.<\/p>\n<p>Do you already have your <strong>retargeting<\/strong> strategy defined? Don\u2019t forget to <a href=\"https:\/\/dossetenta.com\/como-mejorar-el-ratio-de-conversion-de-tu-web\/\">optimize your website to improve conversion<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Tiempo de lectura:<\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutos<\/span><\/span>Retargeting\u2014also called remarketing\u2014is the technique of returning to users who have already visited your website, blog, or social media profile. Simple at first glance, but a well-designed retargeting strategy can&#8230;<\/p>\n","protected":false},"author":24,"featured_media":15604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[162],"tags":[200,182],"class_list":{"0":"post-20666","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-online-advertising","8":"tag-conversion-en","9":"tag-remarketing-en"},"_links":{"self":[{"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/posts\/20666","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/comments?post=20666"}],"version-history":[{"count":0,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/posts\/20666\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/media\/15604"}],"wp:attachment":[{"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/media?parent=20666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/categories?post=20666"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dossetenta.com\/en\/wp-json\/wp\/v2\/tags?post=20666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}