One of the hottest forms of advertising right now may be retargeting. Retargeting, also known as remarketing, consists of adding tracking codes to your site to “tag” visitors so you can show them advertisements later as they visit other sites. If you sell anything from a website, retargeting can be incredibly powerful.
Business owners who use retargeting technology on their websites are seeing some incredible results. Take shopping cart abandonment, for example. It can be a big problem if you sell online. The average shopping cart abandonment rate is 68 percent. This means two-thirds of the people who are interested in buying walk away after adding something to the shopping cart. These aren’t casual window shoppers … they’re likely highly motivated buyers who just couldn’t pull the trigger on the sale.
This is where retargeting can come in handy. If you’re tracking these customers, you can show them a relevant ad on Facebook, Google, Twitter or any other platform that uses retargeting. You’re showing an ad to someone who has already indicated they’re interested in your product.
This is just one example of the potential of retargeting.
Building Leads Without the List
Retargeting can be a passive way to build a “list” of people who have visited your website. That’s it. You don’t have to ask them to join, sign up or give you any information about themselves. No boxes that block the website, forcing the user to give them their email address. By customers just visiting your website, you can have all the information you need to start targeting ads to them on other platforms.
At its core, retargeting is simply a way to track people who come to your site. Website stat programs like Google Analytics have been doing this for a long time, but now advertising platforms have joined in on the fun. You simply create a piece of tracking code (called a “pixel”) on the platform of choice (Facebook, Google Adwords, Twitter, etc.), and add it to your website.
Then the only thing the website visitor has to do is land on your website to join your “list.” Once they’re pixeled, you can then target ads back to them on the platform you’re tracking them on.
Let’s look at another example. Say you’ve set up a Facebook pixel on your website, and I’ve just landed on a product you sell on your website. If Facebook knows about me, they say “Ah! We know Glen!” and remembers that I’ve been to your site. Now you can set up an ad on Facebook based on people (like me) who have visited your website.
Why is this important? Because you’re now advertising to people who already know you. You don’t have to explain who you are or what you’re about. This is the difference between a “cold” prospect and a “warm” prospect. The familiarity with your brand means they’re more likely to buy what you’re selling.
It’s the same principle as building an email list, except you’ve removed the big barrier of getting people to give you their email address. They just have to visit your website, and they’re on your Facebook list.
Consider the cost of converting a cold lead—someone who doesn’t know anything about you or your product—into a paying customer. It can take much less effort, time and money to turn a warm lead into a paying customer.
Retargeting truly is like building an email list, except without any opt-in forms.
How to Start With Pixel Tracking
When it comes to pixel retargeting, my go-to option is Facebook. Facebook has over 1 billion users. If you want to grow targeted leads, starting with a platform of 1 billion people can be a great place to start. There’s a good chance that nearly everyone visiting your website has a Facebook account. (Google Adwords and Twitter are also major ad platforms that allow retargeting.)
From there, setting up a retargeting campaign can be fairly easy. Create and install the tracking pixel to the page (or pages) on your site that you want to track, and set up your Facebook ad as you normally would. Facebook has a great section of resources to help with the process.
Once you’ve mastered setting up retargeting campaigns on Facebook, you could also bring Google and Twitter into the mix and use their tracking pixels to get even more bang for your buck.
If you sell products online and are not using retargeting yet, you could be leaving money on the table.
Read more articles about digital tools.