Advertising plays a critical role in directing both first-time and return visitors to your website. And since just 2% of website visitors typically convert during their first visit, you’re likely missing out on many potential sales if you’re not utilizing retargeting ads already. If you’re not sure which type of retargeting ads you should be using, this blog post is for you. Below I go over 5 types of retargeting ads to help you decide which one is best for your business.
Cross-Channel Retargeting Ads
Cross-channel retargeting allows you to display retargeting ads across multiple platforms and deliver platform-specific ad content. Since users like to see and interact with specific types of content depending on the social network they’re using, creating platform-specific retargeting ads can increase your campaign’s effectiveness. By displaying your ads across multiple platforms that your retargeting audience is using, these types of ads help to increase brand awareness and give your audience more opportunities to convert.
Email Retargeting Ads
Email retargeting ads allow you to re-engage leads who have opened your email. Because of this, they can be particularly helpful at improving the effectiveness of your email campaigns. To set one up, you will need to add retargeting code into your email signature or HTML. This will allow you to target, nurture, and re-engage your existing leads and help turn them into customers. It can also be used to drive more sales from your existing customer base.
Dynamic Retargeting Ads
Dynamic ads are a powerful retargeting ad type that use pixel data to show users the most relevant product and ad based on the actions they’ve taken on your site. For example, you can use dynamic ads to show website visitors the products that they were viewing while they were on your website in order to encourage them to come back and continue their purchase.
Both Facebook and Google allow you to create these hyper-personalized ads.
To set them up on Facebook, you’ll need to install the Facebook pixel on all of your website pages. This will allow you to track your website visitors and the actions they took on your website. This pixel can be used to measure cross-device conversions, create custom website audiences and to create dynamic ads.
Google Remarketing Ads
Google Ads offers numerous tools that allow brands to reach and re-engage website visitors, leads and customers. These tools can be used to display various types of ads to your retargeting audience, from text and dynamic ads, to image ads, video ads, product shopping ads and more. These tools include:
Standard remarketing: shows your brand’s ad to its past visitors across the sites and apps they visit.
Dynamic remarketing: allow you to display ads that include the specific products or services that people viewed on a brand’s website or app.
Remarketing lists for search ads (RLSA): Shows a brand’s ad when a past website visitor does a follow-up search for the product or service that they need on Google, after leaving the website.
Video remarketing: Shows ads to people who viewed your brand’s YouTube video or interacted with your channel.
Customer list remarketing: allows you to upload lists of customer contact information so your ad will be displayed across Google products when the customer signs into Google.
TikTok Retargeting Ads
TikTok allows businesses to create retargeting ads through their Custom Audiences feature. This ad targeting option allows brands to reach previous customers and people who have already engaged with them either on TikTok or on their website. Businesses can create various types of TikTok ads to display to these retargeting audiences with the goal of re-engaging them, getting them to return to their website or convert to a customer.
These include In-Feed ads, TopView ads and more. You can build a Custom Audience in TikTok through any of these retargeting options:
Website Traffic: this allows you to target users who have visited your website or have performed specific actions like clicking a button, adding a product to their carts, registering as a user and more.
Engagement: this allows brands and advertisers to create an audience of users who have previously engaged with their TikTok ads.
App Activity: A brand can target users who have completed events like installing/launching the app, adding a product to the cart, clicking, searching, etc.
Customer File: A brand can upload a customer file and match their customers with TikTok users in order to show them ads.
No matter what type of retargeting ads you choose, it’s always a good idea to run retargeting ads alongside your marketing campaigns so you don’t lose out on the engagement you’ve generated. Whether you’re promoting an offer or new product, running an email campaign or running an influencer marketing campaign, retargeting ads will help you improve the efficiency and effectiveness of your marketing efforts. Want to learn more about how to optimize your marketing campaigns for success with retargeting ads? Click here to talk to me.