Demand generation is a constant struggle for any business. Each marketing strategy you employ has a budget – and every dollar counts. But despite all your marketing efforts, statistics say that only 3 percent of first-time site visitors will end up making a purchase, which means 97 percent of your potential customers are lost.
So how does retargeting work, exactly? In this blog, we provide the answer to that question while also discussing:
• The difference between remarketing vs retargeting
• The benefits of retargeting
• How to set up a retargeting campaign
• Setting up retargeting ads through different channels, including Google Ads retargeting, social media retargeting and email retargeting
• How to get more out of your Google remarketing campaign through email remarketing
What Is Retargeting?
Retargeting involves the use of retargeting ads to find people who previously interacted with your website, ads or social channels but did not complete an action. Social media marketing experts cite the additional contact points between you and the target audience as one of the biggest benefits of retargeting.
How Does Retargeting Work?
One question a social media marketing expert will often get asked is this: How does retargeting work? A retargeting campaign works by using tracking pixels or cookies to record user behavior from the moment they land on your domain until after they leave. A domain that uses retarget ads does retargeting work through these pixels or cookies served through third-party networks like Google and Facebook.
What Is Remarketing?
Remarketing uses email to re-engage previous customers and get them to do business with you again. This is usually done through remarketing emails, which means customers who previously opted in can receive a remarketing email from you.
Clearing the Confusion
Now, where does the confusion lie vis-a-vis remarketing vs retargeting? Well, marketers have been using the two terms interchangeably, especially in the pay-per-click (PPC) community. Of course, it doesn’t help that Google itself conflates the two terms on its Google Ads retargeting help page – and virtually every social media marketing agency has been following through with that definition.
Conclusion
Despite all your marketing efforts, only a small percentage of your target customers will convert on the first visit. You can attribute this to many different reasons, from not having enough brand recognition to the potential customer simply not being ready to purchase at that time. But having additional touchpoints can improve the likelihood of a sale, which is why retargeting and remarketing work. The key is to be specific while focusing on your goals to make your campaign more effective.
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