Beginner’s Guide to Retargeting Ads

Approximately 96% of visitors who come to your website are not ready to buy. Which means that you’ll be lucky to persuade around the remaining 4% of your website traffic to buy what you’re offering the first time they visit your website.

That’s a large percentage of visitors that you’re missing out on. But there is a strategy you can utilise to bring back your past website visitors – run retargeting campaigns.

The Reality of Website Visitors

We’d all like to think that every person that comes into contact with our business goes directly down the path of making a purchase with no bumps in the road. Someone visits your website, signs up to your mailers, then becomes interested and requests a chat, all in just one website session. Before you know it, the lead becomes a paying customer.

In reality, the buyer’s journey is much longer and complex. People come and go to your website. Sometimes they just come to check out your latest blog post. Other times they complete a signup form, and some might not return at all.

It’s vital that businesses do everything they can to bring users back to their website and convert. One excellent way to do is through retargeting.

What is Retargeting?

Retargeting is a form of online advertising that delivers ads to people who have already visited your website or are listed as a contact in your data base. Retargeting is the tool designed to help you reach the 96% of users who do not complete a conversion right away.

Retargeting campaigns enable you to target specific visitors with specific ads with the goal of getting them to convert. They’re effective campaigns because they allow you to display your ad to visitors who have already shown an interest in your brand (by visiting your website). You can remind them why you’re the brand to do business with and why your products and services are the best solution.


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When Does Retargeting Work?

It’s a powerful marketing method for branding and conversion optimisation.

Facebook Ads and Google Ads work best with retargeting. Your best bet is to use one of those strategies to drive traffic to your website and retarget them to get the most out of your traffic.

Retargeting Campaign Goals

Typically, there are two standard goals you can set for your retargeting campaigns:

  1. – Awareness Campaigns: are beneficial if you want to re-engage website visitors and inform them about your products, services, features and announcements.
  2. – Conversion Campaigns: to persuade users to click on your ad and revisit your website to convert.

What Are Retargeting Ads?

Retargeting ads are delivered through third party networks like Google Display Network and Facebook Ads, which enables businesses to connect with potential customers.

Styles of Retargeting Ads

The two styles of retargeting ads we will be covering in this guide are:

  1. 1. Ads displayed through Google
  2. 2. Ads displayed through Facebook

Styles of Retargeting with Google Ads

Google enables businesses to strategically position their ads in front of their audience as they browse Google and their partner websites – therefore helping them to increase their brand awareness or remind them to make a purchase.

Standard Remarketing: display your ads to your past visitors as they browse websites and apps on the Google Display Network

Dynamic Remarketing: take your remarketing to the next level with ads that include products or services that visitors have viewed on your website or app

Remarketing Lists for Search Ads: display ads to your previous visitors as they carry out follow-up searches on Google after leaving your website

Video remarketing: show ads to visitors who have interacted with your YouTube videos / channel as they use YouTube or visit Display Network videos, websites and apps

Customer list Remarketing: upload lists of contact information that your customers have shared with you, when they sign into Google you can display the ads cross different Google platforms

Styles of Retargeting with Facebook Ads

Business can use Facebook’s Custom Audiences feature to reconnect with people who have already shown interest in you.

Contact Lists: use the data from your CRM system or customer contact lists – like phone numbers and email addresses – to connect with your past customers and contacts

Website Visitors: retarget users who have previously visited your website – use the traffic data to show people ads for things they have expressed interest in on your website

App Users: encourage past app visitors to return to a game or view an item they may be interested in buying

Ready to Grow Your Business with Retargeting Ads?

If you’re looking for a dedicated agency to outsource your retargeting ads to, then we’re the businesses to talk to. We would love to discuss your requirements and explain why we’re the brand you should be working with.

For a no obligation consultation, get in touch using one of the following options:

Book a meeting:

Telephone: 0161 706 0004