Are We Talking About the Same Retargeting?

Retargeting can mean different things to different people. But often, the word “retargeting” is used as an all-encompassing, interchangeable term that doesn’t really speak to the specific goals of the marketer. In all fairness, the concept itself is usually the same— but the specifics, as with anything, can vary depending on who you’re talking to. In other words, retargeting can be systematically broken down into a couple of very specific categories, which aren’t really transposable.

 

Retargeting for Prospects—

There are a variety of ways to retarget consumers who are likely to have interest in your site, but haven’t yet engaged with it. Search retargeting is a perfect instance of this. Search retargeting is meant to be used as a prospecting tool that specifically targets consumers who have searched keywords pertaining to your website. The difference between search retargeting and a PPC campaign, for example, is that the ads that you’re retargeting your consumer with will appear on a variety of websites the consumer naturally travels to while surfing the web, not simply the search engine’s page alone.

Beyond specific keywords entered into search engines, it’s also possible to retarget based on content. Whether it’s content consumed through a social media channel or articles that fit with your particular site category, content retargeting offers the possibility of drawing additional prospects into your pool. Usually, this targets those who consume web content that is similar to what your current customer base has looked at.

 

Retargeting Those Who Have Engaged—

Site retargeting is meant as a way to draw back consumers who have already visited your site and have either A) not converted, or B) are consumers you’d like to stay engaged with. Site retargeting can do everything from increasing the number of conversions you see after cart abandonment to creating an effective brand loyalty tool. Site retargeting can get pretty specific—even as specific as displaying only the products that the consumer looked at on your site, but didn’t actually purchase. And the plus? You know for a fact that who you’re retargeting has interest in your brand. After all, they’ve already looked around your website! As long as you’re making it a point to create a well thought-out campaign that’s taking factors like frequency caps into account, this can be an extremely effective way of staying on your potential customers’ minds. Ultimately, it can help to not only turn them into conversions, but also life-long brand advocates.

 

Ultimately, your end goal is what will determine the type of retargeting that you decide to use. As always, be sure to get with an expert. Leveraging a retargeting company’s years of experience can mean the difference between a blown budget and a substantial ROI.

Comments

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You know beyond all doubt that who you’re retargeting has investment in your mark. Notwithstanding, they’ve even now looked around your online content