In a world dominated by digital technology and social media, and the boundaries of the internet becoming increasingly explored, being aware of evolving types of marketing is becoming more important than ever. Retargeting (also known as remarketing) makes sure you keep your brand, your product and your website in front of your target market and target user, even after leaving your site. Read on to know more about the types of retargeting you should be familiar with as a marketer.
1) Site Retargeting
This method is the original remarketing method. What happens is that users who have used your site and have left without converting are identified, and then shown adverts. To identify users like this, a simple cookie is copied into their browser, and anonymously shows them ads later on.
2) Email Retargeting
Whilst email alone is a popular and successful way of driving sales, it has been identified that improvements can be made – this is where email retargeting comes in.
This method, email retargeting, lets you show users and/or subscribers who have opened any marketing emails you have sent, adverts relating to your product. How it works is that once the email has been opened, the browser automatically stores a cookie. When the user browses the internet, the cookie recognises the user and shows them the advertisements.
But, with Google changing the way it shows images, email retargeting ceased being a suitable form of marketing; as the images are now cached, the retargeting pixel cannot be placed into the user’s browser. This means that any lists composed of users to show the adverts to, cannot be built.
To counter this, providers who previously relied on email retargeting then started using CRM retargeting. This method shows adverts to users based on their email address. All that needs to happen is input the email address list to the retargeting provider, who then does all the hard work; they rematch the data provided with data from alternate offline/online CRM, identifying the user and showing them your advertisements. This is all set up in a way which executes the function automatically.
This alternate method has parallel features to custom Facebook audiences; with custom audiences, a list of user IDs, phone numbers and/or emails is uploaded, then Facebook becomes the retargeting provider; matching the information to users, then showing these users the adverts.
The success rate of CRM retargeting relies on the match settings selected once the data is uploaded, and also depends on the company chosen for this service; best to choose a service such as Perfect Audience or Ad Roll.
3) Social Media Retargeting
This method is probably one of the most relevant (and also most obvious) – showing advertisements on social networks and sites to users who have been to your site, and have not converted.
This label includes both Twitter and Facebook as social media networks. However, retargeting adverts can only be run on one or the other – so adverts are not included on both social media networks simultaneously.
The difference between site retargeting and social media retargeting is the channel used – site retargeting covers a broad range of websites, whereas social media retargeting is much more specific about where ads are shown – only on social media websites.
4) Search Ad Remarketing Lists
This method is only available in Google AdWords, in comparison to other types of remarketing, whose features are available from multiple companies. Using Google AdWords, remarketing lists which are current can be used to reach site users when they return to Google to conduct another search. In the place of banner ads, classic search text advertisements are shown to users instead.
This method of retargeting is not as popular as other methods, as it is not as widely talked about amongst marketers. But it can still be utilised as a useful remarketing tool, especially if not a lot of success is found with other methods.
Retargeting lists for search ads also can be confused with search retargeting as the terms used are similar in both types. However, they are very different; remarketing lists for search ads lets you display search engine text adverts to users who have already visited your site. On the other hand, search retargeting lets you display advert banners and Facebook advertisements to users, regardless of whether or not they have visited your site, depending on the search terms and phrases used in their Google search.
5) Search Retargeting
This method of remarketing is very different from the methods mentioned above. Whilst the previously mentioned avenues relate to users who have in some way come in contact with your site, search retargeting lets you explore new target audiences – new users who have not previously been exposed to your business or website.
Search retargeting lets you show your advertisements to users who have previously searched for topics or keywords related to your business, but haven’t actually visited your site. This is an excellent avenue to use to reach users past their original search. Search retargeting is very positive, as it targets the most recent interest of the user, and advertisements can be displayed on both the internet, and the most famous social media network – Facebook.
Wrapping all of this up, these are the most effective ways to get your brand and product out there, in an environment which is continuously evolving, and with a target market which is always broadening. Utilising these methods to market your brand will help you get one step ahead on the others, giving you the best chance of being known above the others.