In the world of online marketing, everyday strategies are sought more adjusted to the tastes and needs of the user, so that the campaigns and the money invested are optimized as much as possible.
Within this complex world, we focus today on the definition and functions of retargeting focused on an online store. If you are interested in the topic because you already have a store or you hope to launch it soon, I recommend that you read this post because it will help you a lot.
What is Retargeting
The online world is complex and changing. The needs and tastes of the user set trends that make brands move in one direction or another. And to know exactly what the potential customer is looking for; tools and strategies are used that allow them to know them in depth to offer them the product that they could really acquire.
We can define this digital marketing technique as the search for advertising impacts that are directed towards users who have already had a previous interaction with the online store that is the object of the campaign.
How does it Work
It is important to know how retargeting works since it is truly effective in reaching potential customers. So, it is important to know how you can reach them.
Use of Cookies
The first thing you have to do is create a list of users who visit your online store. To do this, you have to add a JavaScript tag in the footer. This code will place cookies in the browser, and will tell you who has been to your website. Thanks to this, you can create ads that redirect them to your store from other sites.
This code, also called a pixel, can not only be implemented on a page. That is, you can add it to several, so that whoever finds you in one way or another, you can access a record of visits large enough to generate the cookies that are saved in your browser and always have it located.
This option of adding several pixels on different websites is a very useful way to differentiate different types of clients according to their needs and interests, so that you can respond to all of them with your services focused on each one.
Think about what your online store offers, products, services, reservations, etc. So, if a user is looking for gifts for less than 10 euros, you can generate the ads that redirect them to your website with reminders in order to be able to sell those specific products in the required price range.
Basically, what you do with this is user targeting. Thanks to it, you can save lists and data of enormous value, since they are telling you what the potential customers of your ecommerce are like, what they are looking for, what their needs are, their purchasing power, their star products, etc.
Remember that information is power. The more you know your customers, the easier it will be to offer the product they want. In addition, as you can use pixels in many online spaces, you can take advantage of it to attract public to your social networks, encouraging them to subscribe your newsletter, etc.
In other words, these codes, which can also be used in display marketing campaigns, are really efficient. In fact, if a user has stayed one step away from formalizing their purchase, you can even send them a discount email, for example, or use other formulas to encourage them to finish the process and acquire the product permanently.
How to Use this Technique Efficiently
Now that we know what retargeting is and how it works, it is important to learn how to use it efficiently.
As we have seen, it is best to segment users. In this way, it is easier to create retargeting ads according to age groups, place of residence, gender, interests, etc.
Why Uses this Technique
You may be wondering what is the benefits of retargeting, and if it will be really effective for your online store. According to studies, you will reach almost 100% of the users who have passed through your website if you do it well, and you would be in a position to reach even 4% of sales from all of them. Also, you can get:
- Advertising ROI around 300% maximum if the campaign is good and effective.
- Branding very efficient and specific without excessive investment
- Brand reinforcement, knowledge, leads, loyalty, increased sales
- Gain brand visibility
Retargeting is considered a direct selling technique; however, its impact goes further, and it can be a fantastic tool for good branding:
You get the user to take your trade into account while the purchase cycle lasts thanks to the impacts.
It is achieved that a user with a long purchase cycle takes into account and always considers your product.
Loyalty, since complementary products and services can be offered to the user, and even reinforce it through the newsletter, or even through social networks.
As a final point, remember that, if instead of retargeting we talk about remarketing, we are referring to the same concept. The only real difference is that we all use the term retargeting, and Google uses remarketing, but basically it is an identical technique that can greatly increase the conversions of your online store.
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