In the era of Ecommerce, online marketing is not so linear. Taking into the consideration a large number of competing e commerce sites users are not consistent. For an instance, a customer visits an ecommerce site searching for a pair of shoes. But he suddenly got engaged into some other activities forgetting those good looking shoes he was scrolling on. And during his next he might land to some different site. Here comes retargeting into the play.
So as a digital marketer, one needs to be well prepared to assist buyers throughout this convoluted process. The best way attract your users in this regard is retargeting ads.
What is Retargeting?
Retargeting aims to convert frequent visitors into buyers. In general, 2% of buyers convert when they visit an online store. It helps bring back the rest of the 98%. It works by studying the user behavior and their interests when they visit a site and then displaying the targeted ads to as they visit other sites or look for similar products.
Types of Retargeting
There are two main types of retargeting:
The way these two work is a bit different, and can have significant advantages depending on your campaign objectives.
This targeting technique involves re-displaying your ads to an anonymous website visitor.
As a result, when the user leaves the site or look for other similar products,, that cookie connects with the targeting platforms to display specific ads as per the user’s behavior and interest.
List-based retargeting is useful when you already have users’ information in your own database.
While some of the digital marketing companies prefer to buy the targeting information, but you can also use your existing contact list for certain types of targeted ads.
For list-based targeting, you need to upload a list consisting of email addresses for a retargeting campaign on a social networks viz. Facebook and Twitter. The platform then identifies users on that social media network based on the addresses and serve those ads only to them.
However, this is not a very usual targeting technique and is comparatively less common than the pixel-based retargeting. But to let you know, list-based technique enjoys highly customizable criteria for your ad campaigns and considers more than the behavior.
The Bottom Line
In the digital marketing era, retargeting has come up as a boon for the online marketers. From the e-commerce sites to the web techies, it has truly helped organizations and big brands achieve their marketing goals. While pixel-based targeting targets users based on the users’ interests and behaviour, list-based targeting can filter users based on the actual needs.