Advant Technology: Display, Google and Facebook Retargeting Services

Retargeting is a powerful tool that can be used to deliver ads to people who have visited your website but haven’t converted as such it is one of the most efficient targeting methods to help increase conversion rates.

Most people do not convert the first time they visit your site; therefore, bringing those users back to your site is crucial.

Discover the buyer’s journey

The buyer or Consumer Journey is a process that defines the steps customers take to purchase products and services. It considers different phases of decision making, from information gathering through evaluation and final purchase.

Remarketing campaigns aren’t just about throwing ads in front of website visitors who have already been to your site. It’s about understanding the consumers’ journey and providing relevant messaging at each stage, retargeting ads are a powerful tool for pushing customers down the funnel, but they must be used correctly if you want to maximise your advertising spend.

A well thought retargeting strategy delivers ads with the right frequency, and with the right message, for example, a product that the user viewed on your site the previous day. This is done with dynamic campaign optimisation, also known as dynamic retargeting.

Retargeting Agency Platforms

We specialise in retargeting services across programmatic display, Google Ads, Google Display Network and social media, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, as well as Quora and Reddit Ads.

Yes, each of these platforms helps to reach past visitors, but which is best for your marketing strategy?

That’s where our team of planning and buying expert marketers will help choose the right retargeting platform that fits your ad spend budget.

Facebook Retargeting Campaigns

Facebook has a huge reach through its apps which include Instagram. With Facebook retargeting, you can target people who have visited your website or specific pages on your website. One of the benefits of Facebook retargeting is that it’s very easy to create custom audiences based on their interactions with you as a brand. For e-commerce brands, Facebook retargeting is a diamond that can shine bright for you! 

Google Ads Retargeting

Via Google Ads, you can build a Google Display Network remarketing campaign, which means you can retarget people who have visited your website or specific pages on it with a display ad format. The Google Display Network is extensive but not as extensive in reach as programmatic display retargeting. One advantage is that you can quickly share audiences from your PPC search ads, thus allowing you to make your PPC campaigns more effective.

Programmatic Display Retargeting

Programmatic advertising is one of the most sophisticated forms of digital advertising. With programmatic, you can retarget with many formats, including video ads, display ads, native ads and even audio ads. For even more sophisticated awareness-driven campaigns, you can even do cross-device Connected TV retargeting. As programmatic has such extensive reach, you can combine the retargeting ads with other forms of targeting such as site lists and audience lists to really narrow in on your target audience.

LinkedIn Retargeting

LinkedIn retargeting allows you to target your current and potential customers on the world’s largest professional network. You can retarget with text, image or video ads. LinkedIn has great for B2B brands.

Pinterest Retargeting

Pinterest retargeting ads are a little different to other social media platforms as it allows you to retarget people who have engaged with your pins as well as your site. Pinterest is unique because it’s a visual search engine, which can be great for retargeting as people are already interested in what you do via keywords.

Retargeting Campaigns Explained

B2B Retargeting

The B2B buyer journey is a much longer and much more complex sales cycle; therefore, to affect their decision-making, you will need multiple touchpoints with your audience. Retargeting ads work by helping to create a journey, keeping you top of mind, re-engaging users and bringing them back to content that will influence and build trust.

Cart Abandoners

When a potential customer leaves products in their cart without making a purchase, retargeting can be used as an effective way to bring them back to your website and complete the sale. Thus increasing sales and increasing conversion rates.

Dynamic Retargeting

Works by creating a retargeting campaign that’s tailored to each visitor based on the products they’ve viewed on your website. This is done by tracking user behaviour and then serving them ads related to the items they were looking at on your site. Dynamic remarketing is the most effective way to retarget website visitors as it provides a personalised experience that’s relevant to them.

Audience Segmentation Retargeting

Allows you to track users who have visited different parts of your site and then deliver a retargeted ad based on that audience behaviour. A  finance client of ours uses this method to tailor the retargeted based on the type of finance product they offer. The more tailored the message, the greater chance they will click your ad.

List Based Retargeting

This retargeting method uses email, name and telephone lists to target those who have given consent to be included in a remarketing campaign. Typically you can build these lists based on past purchasers.

Retargeting Effective Ad Strategies

There are many ways of approaching retargeting ads. It can be difficult to determine which one is best for your company or brand. That’s where we come in. With our years of experience in retargeting, we can help you choose the right platform and create a retargeting strategy that will help increase sales and conversions.

Retargeting reporting

Advant Technology offers live real-time dashboards so you can track all the data in one place. We also offer in-depth post-campaign analysis to help you understand which retargeting methods are the most effective for your business. We include all the metrics you need to make informed decisions about the effectiveness of your ad spend.

Remarketing Clients

Advant Technology has run hundreds of retargeting campaigns. Our retargeting clients come from a wide range of industries, including finance, travel, technology and more.

Frequently Asked Questions About Retargeting Strategies

What is retargeting?

Retargeting is a form of digital advertising that helps to reengage users who have previously visited your website. We do this by serving them ads related to the content they were looking at on your site.

How do we collect audiences for retargeting?

There are a few ways you can collect retargeting audiences. The most common way is by using tracking pixels. These are tiny pieces of code that you add to your website, which allow retargeting platforms to track users who have visited your site. We can also use app-based events and customer data lists as an alternative to pixel-based retargeting.

What is the difference between retargeting and remarketing?

Retargeting and remarketing are used interchangeably. They are the same thing.

How much does a retargeting campaign cost?

Retargeting budgets are often dependent on the size of the audience you want to retarget. The greater the audience size, the more money you will be able to spend on retargeting them, which is a good thing since you should see excellent returns on any effective retargeting campaigns.

Conversely, if your audience/site visitor count is small, so will the budget you can spend on retargeting that audience. So to answer this question, you’ll have to look at your audience size. On top of the media spending budget, there will also be agency fees for the management of the campaign.

Depending on the goals and objectives, your industry, size of audience etc., you should expect to pay somewhere in the region of around $0.50 to $2.50 per click on GDN, and you can expect to pay a similar amount for a Facebook retargeting campaign.

For serious marketers, generally speaking, you should look to spend around 10-30% of your overall digital budget on retargeting campaigns.

When should you use retargeting campaigns?

Retargeting should be used whenever you have a website visitor that you would like to reengage. For most businesses, this will be after they have left your website, but retargeting can also be used to target users who have engaged with you on other channels such as social media or email.

Benefits of Retargeting Ads

Improves customer engagement – When you retarget your customers with personalised ads across the web, they become more interested in what is being advertised. This prompts them to reengage, and this leads back towards improved customer engagement!

Boosts brand awareness – Retargeting helps build brand awareness by showing your ads to potential customers who have already been exposed to other parts of the site they visit. This creates more brand awareness for you by keeping your brand top of mind and showcasing more of what you have to offer. If brand awareness is the goal, use video retargeting.

Increases conversions – Retargeting ads have been proven to drive conversions for your brand. When a customer reengages with the ad, they will show more affinity and are much more likely to make a purchase. So, the conversion rate will increase due to this.

Enhances Customer Lifetime Value – Retargeting ads enhance customer lifetime value because once a person makes an initial purchase, you can retarget them with similar products that might interest him even more.

How to choose your next remarketing agency?

When choosing your next retargeting/remarketing agency, it is important to consider their experience and expertise in the field.

Also, be sure to ask about their retargeting methodology and what platforms they will use for your campaign.

Additionally, make sure that you have a good understanding of the budget you are willing to spend on retargeting and ask the agency what kind of results you can expect within that budget.

Discuss how they will report, how often and in what format.

Understand that retargeting is only one part of the overall purchase funnel. Having an expert in retargeting that is no good at prospecting won’t work, so make sure you also evaluate their full agency offering. You want to ensure the agency that is doing the mid to lower funnel is also doing the bottom of the funnel.

Can you run marketing and remarketing campaigns at the same time?

Yes, retargeting can be done in conjunction with other marketing campaigns. In fact, it’s often recommended to run retargeting campaigns simultaneously with other branding or lead generation initiatives.

What are some common retargeting myths?

When it comes to retarget, there are a lot of misconceptions out there. So, before we get into the details of how retargeting works and why you should be using it, let’s first dispel some of these myths.

Myth #01: Retargeting is only for big brands

Myth #02: Retargeting is only for e-commerce businesses

Myth #03: Retargeting is too expensive

Myth #04: retargeting doesn’t work

How should you optimise a retargeting campaign?

There are many factors/levers we can push and pull when it comes to optimising retargeting, which include.

• Better or more micro-segmentation of audiences
• Messaging
• Creative new / different /fresher
• Format – video, display, native, audio
• Landing pages
• Dynamic product optimisation
• Split test audience exclusions
• Creative size
• Combine audience retargeting with other targeting methods, including geo, time of day, recency, bidding optimisation
• Platform change
• Bidding model from CPM to CPC or CPC to CPM

These are just a few optimisations that our team will look at, but there are many more strategies we can employ to get the most out of targeted ads. We. Know how to create retargeting ads that convert.

Advant Technology is a retargeting specialist. We offer retargeting services across programmatic display, Google Ads PPC and social media, including Facebook, Instagram & Pinterest. Our retargeting methodology is based on data-driven insights, which helps us to achieve optimal results for our clients. Contact us today to discuss your retargeting.