Retargeting in action

Most users who visit your site don't buy. On average, your CR (conversion rate) will be 2-4%, which means that we simply lose 96-98% of potential buyers. This is a reality, but why not try to bring these people back and give them another chance to leave a request? This approach, aimed at re-interacting with people, is called retargeting.

Retargeting is widely used in classic marketing, both in the product and, less often, in niche verticals, due to lower efficiency there. After all, bringing back a person who wanted to buy a product, but didn't buy it because of "expensive", "I'll look again" is much easier and makes more sense than bringing back a person who didn't believe you.

How to use retargeting anyway?

First, you should think about retargeting even before you launch your campaign, because first the pixel must collect data, and only then, based on this data, can you start retargeting.

Let's see how it works specifically on the example of Facebook.

The first thing we start with is creating a pixel, which will be our basis in this process. Then we go to Audiences, click Create Audience, Create Custom Audience. I chose to retarget to the website, and I am greeted by the event setup form. Retargeting works from events, in our case - from interaction with the site. We can retarget everyone who clicked on our site, left a request or even made a purchase.

When you have already generated enough traffic, after these actions you will have a custom audience of people who have already interacted with your site, and you will need to select it at launch. It is optimal to show advertising after 2–21 days from the moment of the user's first action.

The main thing here is to think through the entire funnel qualitatively, since showing the same creative and landing page in retargeting is simply stupid. You need to think about why a person did not leave a request from the very beginning, what could have repelled them, and when launching on a custom audience, try to solve these pain points.

This is just one of the options, because retargeting offers many possibilities. You can either press potential leads to leave a request, or try to sell another product/service to a lead who has already made a purchase. For example, a lead bought a wardrobe, and after 3 days you show him a bedside table that harmoniously fits into the interior with this wardrobe.

Additional retargeting opportunities:

Retargeting can be used for cross-selling, for example, to offer a product that complements a previous purchase, or to increase the average check through repeat sales. Another idea is to use it to retain customers: for example, to remind about promotions that might be interesting to someone who has not bought before. Therefore, for classic marketing, it is simply a top tool.

What are the disadvantages of retargeting?

You will have to pay more for a significant increase in conversions. Usually, clicks become twice as expensive as in a normal launch, and if there is little data (i.e. the audience is very narrow), the price can increase even three times. However, as a rule, when there is enough data, the higher price is compensated by a much higher conversion.

With proper planning of your campaigns, retargeting is a mechanism that can significantly increase your ROI, it is a basic tool of classic marketing. This tool can not only increase conversion, but also turn a lead into a regular buyer who will buy from you in the future even without advertising. Therefore, do not be afraid to use retargeting, and this tool will become a constant companion of your marketing strategy.