Retargeting (where ads are displayed to people who have previous visited a website ) is cheaper than running a first set of ads. This is handy, because getting a first sale or contact from an initial ad is becoming harder !
It’s taking a lot more follow-through to get someone to take an action on your website. So the best routine these days involves FIRST getting new people to the website in order to put a cookie in their browser.
Then the cookie lets you display some reminder ads on other websites they visit & to encourage them to return to your website and take the next step.
How’s it work ?
Facebook, Google and other ad publishing networks allow you to collect audiences by providing snippets of code that you add to your website. The code is most often called a tag, pixel or sometimes a script.
The code places a cookie in a visitor’s browser. Then when they’re on the web later the cookie tells the retargeting provider to serve your ad to these people when they are on websites in the provider’s network.
( Most marketers call this retargeting but Google calls it remarketing. Remarketing usually refers to promoting to the same people using a different medium. For example, sending letters to people who visited the website. )
Basic steps …
I’ve found retargeting easiest to do with Perfect Audience and the screenshots are from one of my accounts.
- Install the tag script on the pages of your website.
- Create a few banners of different sizes. I find the square ones do best and sometimes the horizontal banners. And I find Sketch App is great for producing them, though you can also use Canva.com, which is an online service.
- Set up the campaign and run it.
Retargeted ad publishers
Google and Facebook have the top two ad networks, and you can retarget directly from their Ad services.
- Facebook: Allows you to collect audiences of everyone who visits your website, and break them down into different types. Then you can display appropriate ads to them again on the Facebook network, which includes Instagram and other sites.
- Google is very similar.