For a long time, I used to buy from a very big fruit shop. Because the quality of the products and the behavior of the employees as well as acceptable prices. His customers increased day by day. He made an application for his business.
As I was a loyal customer, I installed the application and made my purchases through it. After some time, the quality of his products dropped and I stopped ordering. I also deleted the application.
It’s been two weeks that the same fruit shop has been texting me every day saying “install our new app”, “the management has changed and we are ready to provide excellent service to our former customers again”, “please also visit our website” and “maybe Registration of orders is also provided on the website.
Finally, I gave in to the temptation of SMS and installed the application again. I decided to trust again and give that business another chance. I also saw their website. It didn’t hurt that…
I have been looking for a used laptop for some time. I checked a few store websites. I saw different models to be able to compare. But I didn’t buy any of them. Because I had not decided yet. How long has it been when I open any site, the advertisement for buying a second-hand laptop (online banner) with the best price is waiting for me in the corner of the page!
Maybe soon I will give in to the temptation of these ads that follow me all over the web and click on one.
Interestingly, the same thing happened when I was looking for a digital marketing class. Even when I entered the apartment, there were advertising banners on the side of the page about web design and digital marketing courses and similar topics.
This type of advertising temptation is one of the advertising tactics in digital marketing: remarketing and retargeting. Introducing retargeting ads is the subject of this article.
An attempt has been made to give clear, accurate and correct answers to the following questions in this article: What is retargeting? Why and for what reasons should internet businesses use it? What are the benefits? What are its types? And is retargeting the same as remarketing?
Table of Contents
Retargeting advertising in digital marketing
One of the most important and difficult and complex discussions in marketing and advertising is the discussion of audience/user acquisition. When you have a digital business (or a store site), the purpose of your advertising is to introduce yourself and your products to the user so that if he is interested and interested, he wants to come and buy.
In order for a potential customer to become your real customer, a path, which is called the marketing funnel, must be followed. It is a long path and there is no guarantee that it will definitely lead to a purchase. Because according to statistics, the chance that a user will definitely make a purchase when they enter your website for the first time is very low.
Fortunately, there is a shortcut or shortcut advertising method for businesses. Instead of making the goal of advertising and advertising campaigns to attract a new user, a user who came to your site once, or used your application once, or finally showed his interest in your product once but did not buy or has been away for some time. If you haven’t made a purchase, retarget your ads and attract them again.
Definition of retargeting
Retargeting advertising or Behavioral Retargeting or Behavioral Remarking is a type of targeted internet advertising based on the behaviors and actions that the user/customer has already done on the web. Retargeting uses cookies (Cookie-based Technology) to track and store user behavior on the web.
When you first visit a website that uses cookies and do not make a purchase, you will be shown ads for that website’s products or the same product on other websites you visit. Or you will receive relevant promotional emails. Or Google will put ads related to what you are looking for in front of your eyes.
Now the question arises, what are these cookies that can tell advertisers which websites you have been or are or will be on?
This is how retargeting works
Cookies (HTTP Cookies or web cookies, Internet cookies, browser cookies) are very small data units that the Web server places on a device (computer or laptop or mobile phone) that the user uses to open various pages and move around in the web space.
You noticed that when you enter different websites, the following message is immediately displayed and asks you to allow that site to use cookies, which store information about the pages you view. Because this information (which pages you were interested in and visited) is going to be available to another party, your permission is needed.
Cookies have different types and different uses. The type of cookies that make retargeting ads possible is called Tracking cookies. If you enter the A page with your browser and, for example, visit a product on that page, the tracking cookies will save this and make it available to the manufacturer of that product or advertising companies or Retargeting Advertising Platforms.
The importance of retargeting for online businesses
Returning visitor transactions comprised 48% of all U.S. e-commerce sessions in the fourth quarter of 2015 and spent $2.7 billion, almost double what new shoppers spent in that time period.
This statistic can be a picture of the profitability of retargeting for internet businesses. Retargeting ads, along with other digital marketing ads, directly increase sales.
In addition to increasing sales, returning interested users increases site traffic. This is a help to the SEO of online stores and online businesses.
Advantages and when to use retargeting for internet businesses
Retargeting builds visibility for your brand, allowing you to reach an audience that has already expressed interest in your products.
When should retargeting ads be done and what goals (benefits) should be achieved? The same question can also be asked, what are the benefits of retargeting ads for internet businesses? When a business wants:
- introduce brand awareness or new products to users/customers;
- The brand, online store, application and its products and services should not be forgotten by users/customers (advantage of remembering);
- Instead of spending money to attract a new user, with a much, much lower cost, make a user who has shown interest in your product to buy (Conversion);
- Notify the user/customer about the festival of discounts or special sales;
- Research the behavior of users and why they did not buy the first time and what kind of advertisement made them come back and buy. (This research is very valuable and useful for persona marketing and designing future marketing strategies of that business.)
Types of retargeting ads
The first category of retargeting ads is based on the place on the web where the user’s previous behavior occurred and targeted ads are displayed to him in the same space:
- Site Retargeting: through the cookies of the website that the user has already entered.
- Email Retargeting: An email is sent to a user who has already entered the website and has not made a purchase.
- Social Media Retargeting: Did you notice that ads are shown to you on Instagram based on your interests? These ads are based on the accounts you follow or the posts you make.
Retargeting ads are divided into the following two categories based on targeting a user or a group of users:
- Statistic Retargeting: Based on cookie data, 20 users visited a shoe model on your website. They didn’t buy it. You design an ad (an online banner) and display it to 20 users with the same banner.
- Dynamic Retargeting: In this retargeting, your digital marketing team analyzes the behavior of each of those 20 people and creates 20 types of personalized ads for them.
Remarketing and retargeting
These two words are usually used interchangeably, but you should know that they are not exactly the same thing and have differences:
- Retargeting is a subset of remarketing;
- Retargeting is basically done in 99% of cases with Online ads (such as online banners) or PPC (Pay per Click) or as I mentioned before, other Retargeting Advertising Platforms (such as Instagram ads, Google ads, Facebook retargeting, LinkedIn ads).
- That is, they do retargeting with online paid ads;
- Remarketing is done in different online and offline ways (for example SMS marketing or billboards or email marketing or social media marketing or…)
- Google has a tool for remarking called Google remarking ads.
- Every retargeting is remarketing; but every remarketing is not retargeting.