Retargeting: An effective online marketing strategy
Definition and basics
Retargeting, also known as remarketing, is an online marketing technique in which advertisers tag visitors to their website so that they can show them targeted advertising as they browse the web. The aim is to bring these users back to the original website in order to create a Conversion, such as making a purchase or registration.
Technical implementation
The technology behind retargeting is primarily based on cookies. This involves inserting a retargeting pixel, a small line of code, into the source code of a website. This pixel sets a cookie in the user's browser as soon as the page loads. The cookie stores information about the user's behavior on the site, such as products clicked on or pages viewed. This data is then transmitted to an ad server, which then delivers suitable advertisements on other websites that are part of the same advertising network.
Retargeting goals
- Reduce purchase cancellations: Users who add products to their shopping cart but do not complete the purchase are targeted with advertisements that remind them of their uncompleted purchases.
- Interest-based targeting: Users who have viewed specific product categories receive specific advertising about similar products.
- Increasing download rates: For users who cancel a download, retargeting can be used to motivate them to try again through advertising.
- Search-based retargeting: Search queries on one website can be used to place appropriate advertising on other sites.
Benefits of Retargeting
- Increased visibility: Through targeted ads, advertisers can increase their visibility among potential customers.
- Increased conversion rates: Retargeting can bring potential customers back to the page and increase the likelihood of a deal.
- Cost efficiency: Retargeting is often less expensive than other forms of online advertising and offers a higher return on investment (ROI) by targeting already interested users.
- Higher click-through rate (CTR): Retargeting ads generally have a higher click rate than typical display ads.
Retargeting platforms
- Google Ads: Users can run retargeting campaigns via Google Ads by making adjustments to Google Analytics tracking.
- Facebook advertising: Facebook also allows smaller companies to retarget via the Facebook pixel, which enables broad target groups to be addressed beyond the platform.
Criticism and privacy concerns
Retargeting is often criticized as it involves extensive collection and analysis of user data. Privacy concerns are particularly relevant as the information collected could be misused. The EUGDPR and the Cookie Policy set strict guidelines for handling user data and obtaining consent. Users can deny consent, and advertisers must increasingly develop alternative methods of user identification.
conclusion
Retargeting is a powerful method in digital marketing that, when used responsibly, can improve customer experience and increase sales success. Data protection and ethical considerations are playing an increasingly important role and require careful consideration and adjustment of marketing strategies.
