The Power of Retargeting: Bringing Back Lost Customers
Not every customer converts for the first time when they land on your website. In fact, most don’t. Instead, they typically browse and move on, sometimes forgetting about your company altogether. That’s where retargeting (also known as remarketing) steps in, as it reminds warm prospects why they were interested in your product or service in the first place.
What is Retargeting?
Retargeting ads allow you to reconnect with people who have already interacted with your brand. These interactions can include a website visit, engaging with social content, or leaving items in their online cart. Unlike cold prospecting campaigns, retargeting ads build on existing intent, and therefore can deliver stronger ROI and higher conversion rates.
These tailored ads don't have to be done on one single platform. Businesses can use retargeting to connect with potential customers in multiple ways. Retargeting ads may be launched across various social media platforms after a customer views a product or watches a video. Google Display Network allows your brand to follow users across the web, keeping your brand visible on other websites with display ads. You can also use search retargeting to capture high-intent users who are still looking for solutions similar to what you’re offering.
Why Retargeting Works
The path to completing a purchase isn’t always straightforward. Many people need multiple interactions with a brand before they feel confident enough to buy a product. Retargeting provides those extra touchpoints, building trust and nudging customers closer to converting.
Beyond just increasing sales, retargeting also improves brand recall. Even if somebody doesn’t convert immediately, seeing your message consistently can position your brand as a reliable choice when they are ready to act.
Retargeting Strategies That Work
Retargeting isn’t about spamming an audience with the same ad everywhere they look. In order to make it work, there are a few thoughtful approaches to keep in mind.
Segment your audience: Someone who abandoned their cart is different from someone who read one of your blog posts. Use tailored messaging to remind them to revisit the website and complete their purchase.
Personalise your creatives: Show the exact product somebody viewed, or highlight a discount to encourage them to come back to your website.
Test ad formats: There are loads of different ad formats available, including video and instant experience (IX) ads. Don’t be scared to test out different ones and see which resonates most.
Control frequency: You can’t retarget everybody forever. Be sure to manage how often your ad is shown so that you don’t cross the line between staying visible and being overbearing.
Measuring Retargeting Success
While you want people to click on your ad, clicks don’t tell the full story. The real value of a retargeting campaign comes from conversions. Some key metrics to keep track of are return on ad spend (ROAS), cost per acquisition (CPA), and conversion lift across the funnel. By analysing ad performance and adjusting your strategy, your business can ensure its retargeting campaign keeps delivering value.
It’s important to always remember that retargeting is re-engaging with care and strategy, not chasing. By staying visible, personalising your creatives, and sticking with best practices, you can attract more loyal buyers.
If you’re ready to reconnect with missed customers using personalised strategies at the right place and time, Glassbox can help. Let’s build a retargeting strategy that drives conversions and keeps your brand top of mind.
