Are you tired of potential customers visiting your website but not purchasing anything? Or adding items to their carts but will abandon them and not completing their purchase?
That can be frustrating for a business owner. But what if I tell you that there's a solution to that?
You don't have to lose them forever. You can encourage these potential customers to come back and complete their purchases.
That's by having an eCommerce retargeting strategy!
If you're wondering what and how it works, fret not because we'll dive deep into some aspects of eCommerce retargeting.
Let's start, shall we?
What is eCommerce retargeting?
Retargeting is a digital marketing or advertising strategy involving ads targeting people who have interacted with your brand.
This includes people who have visited your website, added items to their carts without finishing the transaction... or interacted with your social media accounts.
Usually, retargeting aims to catch the attention of these potential customers. You want to bring them back to your website or online content.
It also encourages them to take your desired action, such as lead generation, conversion, etc.
So, how does retargeting work?
Retargeting works by using cookies. Cookies or internet cookies are small files that are stored on a user's browser when they visit a website.
And when someone visits your website, a retargeting tag is added to their browser. This lets you track their online behavior, show them relevant Google ads, and more.
But of course... You need to ask permission if they allow cookies. You must also make it clear with a Privacy Policy on your website.
All in all, retargeting allows you to encourage customers to interact with you again after showing interest in your products.
Now, you're probably wondering...
What's the difference between remarketing and retargeting?
You've probably heard these two terms before. So, let me explain.
Retargeting focuses on targeting people who have interacted with your brand but haven't taken your desired action, like buying from your online store.
While remarketing targets your previous customers who have taken actions on your eCommerce website. This includes sending post-purchase or recommendation emails.
Another example of remarketing campaigns is encouraging them to purchase again through loyalty programs.
So, that is their difference. In short, retargeting focuses on people bringing people back to your website or content to take your desired action.
While a remarketing campaign focuses on targeting existing customers to purchase or interact with your eCommerce brand again.
5 eCommerce retargeting strategies to implement
Here are some retargeting campaigns you need to try.
1. Focus on specific audiences
One way to fully take advantage of your advertising campaign is to target specific audiences. You can do this by creating custom audiences for your Google ads.
If you're using a Google Ads account, you can do this by segmenting your audiences. For example, you can target people who have visited your website in the past 30 days.
For social media... you can also create a custom audience based on actions taken on your eCommerce brand. These include website and page visits.
Speaking of which...
2. Utilize social media ads
Social media ads are a great way to create retargeting ads. Why? Because more people using social media platforms can discover you within the app. They don't need to perform other actions outside.
You can also do this by creating custom audiences based on their actions. So your retargeting ads will pop up when they're scrolling on social media feeds.
But to make them effective, ensure your content resonates with their current customer journey. This also means you should...
3. Explore different options
Think outside the box because retargeting for eCommerce brands' potential is endless. There are different ads and retargeting available for you to try.
Some examples are social media retargeting, which focuses on using social media platforms. We also have dynamic retargeting ads, which use the user's browsing and purchase history.
There's also search retargeting, which involves displaying search ads to users who have searched for specific keywords about your product or brand... but haven't made a purchase yet.
Explore different types of ads for your retargeting campaign.
4. Create compelling ad campaigns
To make your ads more successful, make sure they can entice your audience and help you get your brand message across.
That's how you can attract your target audience to return to your eCommerce website and make a purchase.
Creating compelling ads includes:
- Writing engaging ad copy
- Creating graphics that speak to your audience and brand
- Personalizing content based on the customer journey
By doing these, you can help increase the CTR of your ads and conversion rate. And lastly...
5. Test your retargeting strategies
Testing is also essential in retargeting campaigns. You need to see whether one works well for your eCommerce brand.
You can check your Google Analytics to analyze the metrics and conduct A/B testing. This way, you can optimize and improve your next ads.
So, use these tips and...
Craft an effective retargeting strategy!
These tips can help you run effective retargeting ad campaigns and achieve your marketing goals. And remember, retargeting is an essential part of your digital marketing strategy.
So, don't forget to explore and try different techniques to see which works best for your brand. To guide you, here's how to...
Ricky Hayes
