6 Types of Retargeting to Steer Lost Visitors Back to Your Website

Comsys Web design offers unsurpassed quality websites in any niche.

Are you looking for ways to generate more website traffic? Want to learn the different retargeting techniques that can bring interested visitors to your website?

Brafton shares its retargeting tips in this infographic.

Here’s what they cover:

• Search retargeting
• Site retargeting
• Contextual retargeting
• Social retargeting
• Engagement retargeting
• Email retargeting

Check out the infographic for more.

 

In today’s highly competitive digital landscape, attracting visitors to your website is just the first step towards achieving your online business goals. However, it’s not uncommon for a significant percentage of these visitors to leave your website without taking any meaningful action, such as making a purchase, signing up for a newsletter, or filling out a contact form. This phenomenon is often referred to as “visitor drop-off” or “bounce rate.” But fear not – there’s a powerful strategy that can help you reclaim those lost opportunities: retargeting.

Retargeting, also known as remarketing, is a digital marketing technique that focuses on re-engaging users who have previously visited your website but left without converting. By using various retargeting methods, you can display tailored ads to these lost visitors across different online platforms, reminding them of your brand, products, or services and enticing them to return and complete the desired action. In this blog post, we’ll explore six types of retargeting strategies to help you bring those lost visitors back to your website.

 

Search Retargeting

Search retargeting, also known as search remarketing, involves targeting users based on their search behavior. This type of retargeting leverages the keywords or search terms users have entered into search engines like Google or Bing. When users search for specific keywords related to your business, products, or services, but don’t click on your website’s link or fail to convert, you can use search retargeting to display relevant ads to them as they browse other websites or platforms within the Google Display Network.

Search retargeting is particularly effective because it targets users who have already demonstrated an interest in topics related to your business. By showing them personalized ads based on their search history, you increase the chances of re-engaging them and bringing them back to your website.

• Keyword Research: Identify relevant keywords that potential customers might use to search for your products or services.
• Segmentation: Create specific audience segments based on different keyword groups to tailor your retargeting ads more effectively.
• Compelling Ad Copy: Craft compelling ad copy that aligns with the user’s search intent and highlights the value your products or services offer.
• Landing Page Relevance: Ensure that the landing page users are directed to after clicking the ad is closely related to their search query for a seamless experience.
• Dynamic Ads: Utilize dynamic retargeting ads that display the specific products or services the user was interested in, increasing the chances of conversion.

 

Site Retargeting

Site retargeting, also known as pixel-based retargeting, is one of the most common forms of retargeting. It involves using tracking pixels – small pieces of code – to monitor the behavior of visitors on your website. These pixels collect data on which pages the visitors have viewed, how much time they’ve spent on your site, and whether they’ve added items to their cart without completing the purchase.

With this information, you can then display targeted ads to these visitors as they navigate other websites or social media platforms. For example, if a visitor added a product to their cart but abandoned it, you can show them an ad featuring the same product along with a special offer or discount, enticing them to return and complete the purchase.

• Pixel Implementation: Install retargeting pixels on your website to track user behavior and actions.
• Segmentation: Segment your audience based on specific actions, such as pages visited, products viewed, or cart abandonment.
• Personalized Recommendations: Show users personalized recommendations based on their previous interactions to encourage them to return and explore more.
• Frequency Capping: Avoid overwhelming users with too many retargeting ads by setting frequency caps to control how often they see the ads.
• A/B Testing: Experiment with different ad creatives, messaging, and offers to determine what resonates best with your audience.

 

Contextual Retargeting

Contextual retargeting involves displaying ads to users based on the content they have engaged with online. Instead of solely relying on user behavior or search history, contextual retargeting considers the context of the content the user is currently consuming. This type of retargeting is particularly effective for reaching users who might have an interest in your products or services, even if they haven’t explicitly searched for them.

For example, if your online store sells hiking gear and a user has recently been reading blog posts about outdoor adventures, you can use contextual retargeting to show them ads related to hiking equipment or apparel. By aligning your ads with their current interests, you can capture their attention and encourage them to revisit your website.

• Content Analysis: Identify popular and relevant content on your website that aligns with your products or services.
• Targeting Parameters: Use retargeting platforms that allow you to target users based on the topics or categories of the content they engaged with.
• Ad Relevance: Create ads that are closely related to the content users were interested in to provide a seamless experience.
• Broaden Audience: Consider broadening your audience by targeting users who engaged with content that is adjacent to your main offerings.
• Monitoring Performance: Regularly analyze the performance of your contextual retargeting campaigns to refine your targeting strategy.

 

Social Retargeting

Social retargeting involves displaying ads to users on social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn. Social media platforms offer robust retargeting capabilities that allow you to target users based on their interactions with your website or specific content, as well as their demographic and behavioral data on the social platform itself.

For example, if a user visited your website and explored your range of fashion accessories, you can show them ads featuring those accessories on their social media feeds. The visual nature of social media platforms makes this type of retargeting highly engaging and effective in recapturing the interest of lost visitors.

• Platform Selection: Choose social media platforms that align with your target audience’s preferences and demographics.
• Custom Audiences: Utilize custom audience features to upload lists of past website visitors for targeted retargeting.
• Engagement Tracking: Track user engagement with your social media posts to identify users who have interacted with your content.
• Visual Appeal: Create visually engaging ads that stand out within users’ social media feeds.
• A/B Testing: Test different ad formats, headlines, and visuals to identify the most effective combinations.

 

Engagement Retargeting

Engagement retargeting involves targeting users who have engaged with your content but haven’t proceeded to convert. Engagement can take various forms, such as watching a video, reading a blog post, or interacting with interactive tools on your website. By identifying users who have shown interest in your content, you can display ads that provide further value or encourage them to take the next step in their journey.

For instance, if a user watched a tutorial video on your website but left before signing up for your online course, you can retarget them with ads that highlight the benefits of the course and offer a limited-time discount. Engagement retargeting capitalizes on the user’s initial interest and encourages them to come back to your website to explore further.

• Content Analysis: Identify high-performing and engaging content on your website, such as videos, blog posts, or interactive tools.
• Segmentation: Segment users based on the specific content they engaged with to tailor retargeting messages.
• Value Proposition: Clearly communicate the value of the next step you want the user to take, whether it’s signing up for a course or downloading an e-book.
• Urgency and Scarcity: Create a sense of urgency or scarcity in your retargeting messages to prompt immediate action.
• Multi-Channel Approach: Retarget users across various platforms with consistent messaging to reinforce the call to action.

 

Email Retargeting

Email retargeting, also known as email remarketing, involves targeting users who have interacted with your emails but haven’t completed the desired action. This strategy is particularly useful for e-commerce businesses that send out abandoned cart emails. When a user adds items to their cart but doesn’t complete the purchase, you can send them a follow-up email reminding them of the items and encouraging them to finalize their purchase.

Additionally, email retargeting can be used to deliver personalized content or offers based on the user’s previous interactions with your emails. By leveraging the engagement data you have collected from your email campaigns, you can create targeted email content that resonates with the user and prompts them to revisit your website.

• Abandoned Cart Emails: Set up automated emails to remind users about items they left in their shopping carts and offer incentives to complete the purchase.
• Segmentation: Segment your email list based on user behavior, such as cart abandonment or product views, to send targeted content.
• Personalization: Use personalized product recommendations based on the user’s previous interactions with your website.
• Clear Call to Action: Clearly state the desired action in your email, whether it’s completing a purchase, signing up, or exploring more content.
• Testing and Optimization: Experiment with different subject lines, email content, and offers to determine the most effective retargeting email strategy.

 

Conclusion

In today’s competitive digital landscape, retargeting is a powerful tool that can help you steer lost visitors back to your website and convert them into loyal customers. By implementing a combination of search retargeting, site retargeting, contextual retargeting, social retargeting, engagement retargeting, and email retargeting, you can create a holistic retargeting strategy that maximizes your chances of re-engaging users who have shown interest in your brand.

Remember that effective retargeting requires a deep understanding of your target audience, their behavior, and their preferences. By leveraging the insights gained from these retargeting methods, you can deliver tailored experiences that resonate with users and encourage them to return to your website, ultimately driving higher conversions and business growth.

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