Remarketing

Retargeting, also called remarketing, targets already approached customers who have not proceeded to conversion. You do this using relevant ads. On average, only 2% of first-time visitors convert to purchase on a website. With remarketing you can help persuade the remaining 98% to convert with targeted ads. Retargeting can be deployed through various tools such as Google Remarketing campaigns through Google AdWords. These campaigns are shown on the Google Display Network (GDN). There is high competition here, though, so try to make the ad as unique as possible.

How does retargeting work?

You start by placing a retargeting tag on each page of the website. This is a small code snippet that the visitor can track on the website. Then this visitor is placed in a remarketing list so the provider knows to whom the ads should be shown. To make the smartest use of remarketing, you can start targeting ads:

• Advertise products the visitor has viewed - These ads remind the customer of the products they have shown interest in
• Advertise products that the visitor had put in the cart - Most visitors drop out at the last minute, leaving products in the shopping cart with no sale
• Advertise visitors who have purchased something before - Based on the previously purchased products, you could predict what else they might find interesting for retargeting purposes

Types of remarketing

In addition to Google Display Network (GDN), there are other forms of retargeting that can be applied:

• Dynamic remarketing - Track through Google exactly what pages are being visited and what the visitors are doing on your website. Then you will advertise the products this visitor viewed
• Search Ad Remarketing Lists (RLSA) - Target people who have already visited your website with text ads. These are search ads through Google's search engine when the visitor enters a search query
• Youtube remarketing - Individuals who interact with your company's Youtube account or your website can be retargeted with ads. A
• Facebook, Instagram and LinkedIn retargeting - By placing a Facebook or Instagram Pixel, you can retarget visitors on both platforms. With LinkedIn, the Insight Tag pixel can be placed so that ads are shown to people who have visited your website. LinkedIn is especially attractive for B2B and Facebook and Instagram for B2C