How to use retargeting to increase sales?

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Retargeting (or remarketing) is a powerful digital marketing tool that helps
bring back users who have already interacted with your website but have not made a purchase.
It allows you to increase sales by targeting ads to those who have already shown interest in
your products or services. In this article, we will look at how to effectively use
retargeting to increase sales.

What is retargeting and how does it work?


Retargeting is a technology that allows you to show ads to users who have already
visited your site or interacted with your content. The niue b2b leads basic principle of retargeting
is the use of cookies that record user actions on the site and
then show them relevant ads on other platforms.

How retargeting works
1. Website visit: A user visits your website and interacts with the content.
2. Cookie recording: A cookie is stored in the user’s browser that records their
actions.
3. Advertising display: When a user visits other websites, affiliate networks display
your advertising to them based on the data they have collected.

Benefits of Retargeting
Increase conversions
Users who are already familiar with your brand and products are more likely
to make a purchase. Retargeting helps remind them of your offer and encourage them to
complete their purchase.

Reducing customer acquisition cost (CAC)
Retargeting allows you to reduce the costs of attracting new customers, as it targets
users who have already shown interest in your business.

Increase brand awareness
Having a consistent presence of your brand across multiple platforms helps increase brand
awareness and build audience loyalty.

Types of retargeting


Retargeting website
This type of retargeting targets users who visited your site but did not
convert. You can show them ads to remind them of your offer and bring them back
to your site.

Search query based retargeting
This type of retargeting allows you to show ads to users who have searched for similar
products or services in search engines. This helps to attract an audience that is already
interested in your offer.

Social Media Retargeting
Retargeting on social media platforms like Facebook, Instagram, and VKontakte allows you to show
ads to users who have interacted with your content on these platforms. This is
especially effective for increasing engagement and conversions.

Email Marketing Retargeting
You can use an email list to show targeted ads to users
who opened your emails but did not make a purchase. This helps further
motivate them to complete the transaction.

How to set up retargeting


Installing a retargeting pixel
To start working with retargeting, you need to install a special code (pixel) on the site,
which will collect data about visitors. This code is provided by advertising platforms
such as Yandex.Direct, Google Ads or social networks.

Audience Creation
Based on the collected data, create a retargeting audience. These can be users
who visited certain pages, added products to the cart but did not complete the purchase,
or subscribed to a newsletter.

Setting up advertising campaigns
Develop creatives and ad copy that will appeal to your audience.
Set up campaigns across platforms, specifying your target audience and budget.

Retargeting Best Practices
Personalization of advertising
Use user behavior data to create personalized ads.
For example, show ads with specific products that a user has added to their shopping cart
or offer special discounts for completing a purchase.

Frequency capping
To avoid oversaturation and irritation of users, set limits on the frequency
of ad impressions. This will help maintain interest and positive brand perception.

Testing and optimization
Test different ad options regularly and track the results. Optimize
your campaigns based on the data you receive to achieve better results.

Using Dynamic Retargeting
Dynamic retargeting allows you to automatically generate ads with specific products
or services that the user was interested in. This increases relevance and the likelihood
of conversion.

Examples of successful retargeting campaigns


Online retailer
An online retailer used website retargeting to show ads to users who
added items to their shopping cart but did not complete the purchase. The campaign resulted in
a 20% increase in conversions and a 15% reduction in customer acquisition costs.

Travel company
A travel company used search-based retargeting to attract
users interested in travel. The results showed a 25% increase in bookings
and increased brand awareness.

Conclusion
Retargeting is a powerful tool that can increase sales and improve
engagement with your audience. By using different types of retargeting, personalized
ads, and regular testing, you can achieve significant results and increase
conversions. It is important to remember to adapt strategies and optimize campaigns based on
the data you receive to make the most of retargeting.