Marketing Channels

What Is a Retargeted Marketing Strategy?


Published: October 26, 2022

Whether you’re having trouble improving your bounce rate or you’re trying to increase your sales, there are plenty of strategies you can integrate to make your marketing more successful. And one of these strategies includes a retargeted marketing strategy. In a retargeted marketing strategy, you reengage with your audience and perceived target markets to remind these segments of your brand and the products or services that you offer.

Reminding inactive audiences that you exist and reiterating the benefits you provide can often boost your traffic and lead generation efforts and make your marketing more effective. In this article, we’re covering everything you need to know about using a retargeted marketing strategy with topics like:

What Is a Retargeted Marketing Strategy?

two people standing in front of a white board with a diagram on it discussing a retargeted marketing strategy

Image via Pexels by Christina Morillo

A retargeted marketing strategy is a way businesses remind people of their brand and the products or services they sell while they’re scrolling through the internet. The most common way that businesses attract people with this strategy is through targeted advertisements. The reason it’s called “retargeting” is that businesses show those advertisements to people who have previously interacted with their brand in some way.  Depending on who the business is targeting and what actions it performed, the business will show different ads to make its marketing more effective.

For example, let’s say a consumer visits an e-commerce business but doesn’t buy anything. The business then retargets the consumer by sending them a well-placed ad, highlighting some products that might interest them. This strategy hopefully convinces the consumer to come back to the site and make a purchase.

Retargeting vs. Remarketing

There’s not a huge difference between retargeting and remarketing, as they both aim to accomplish the same thing, which is to get people to come back and reengage with your business or brand. However, some businesses might define them a little differently.

  • Retargeting: Attracting people who’ve visited your business or brand and enticing them to come back and make a purchase. Most often, this strategy uses advertisements on social media, search engines, and other websites.
  • Remarketing: Attracting people who’ve already purchased from your business or brand and enticing them to come back and purchase something else. Most often, this strategy uses email marketing.

As you can see, the main difference between the two is marketing to a new customer versus marketing to a returning customer. Though this isn’t how all businesses define the two terms. Some businesses might use them interchangeably, while others might use one strategy, like retargeting, for both new and returning customers.

Related: What To Know About Google Remarketing

How a Retargeted Marketing Strategy Works

Retargeted marketing strategies work by tracking the actions of people who visit your site and delivering advertisements to them based on what they do. The way businesses track these actions is through the use of cookies. Cookies attach themselves to a visitor’s web browser and make a note of everything they do, including webpages they visit and products or services they view. Businesses can tell the cookies to watch out for specific actions that visitors take and then send them advertisements based on those triggers.

Think about it this way: say someone looks at a product, adds the product to their shopping cart, but then leaves the website. The cookie can track that information and inform the company. The company then uses a specialized program, like Google Ads, and sends out an advertisement to the visitor, reminding them of the product in their cart. It might even offer a discount to help finalize the purchase.

When to Use a Retargeted Marketing Strategy

Though companies might use a retargeting strategy to help with different goals, there are a few specific reasons that companies might find it useful:

  • Boosting sales and conversions: Because retargeted ads try to entice people to come back and perform an action, they’re very effective tools for increasing conversions and sales. An ad with a discount or promotional offer can remind and motivate people to finish their purchases.
  • Promoting best-sellers: If your business has a best-selling product or service, retargeted ads are a great way to keep those sales going. Ads can show customers product images and mention the benefits of your best-selling items to convince them to make a purchase.
  • Introducing new products or services: If your business is selling a new product or service, retargeted ads are a great way to get the word out. Show people the new items your company has to offer and how these products will benefit them.
  • Moving inventory: Sometimes businesses need to offload inventory at a faster rate. During these times, retargeted ads can help you get the word out and offer these products at a reduced or promotional price to help you move the inventory more quickly.
  • Targeting actions and audiences: Retargeted ads are still targeted ads, but you can use them to focus on specific audiences based on the actions they perform on your website. By targeting a specific action or segment, your team can create more effective ads in line with your marketing goals.

Related: Google Attribution: Measuring Conversions Across Various Channels and Devices

How To Create a Retargeted Marketing Strategy

Take a look at the following steps to get started on your business’s retargeted marketing strategy:

1. Know Your Main Goal

Before starting your retargeted marketing strategy, it’s important to understand exactly what you want to achieve. Establishing your content strategy goals can help you plan, monitor, and adjust your strategy as you go, which can improve its rate of success. For example, let’s say your goal is to improve your bounce rate by targeting people who visit your site and immediately leave. You try to entice them back by using ads that encourage them to make a purchase, but it’s not working very well. So, you adjust your ad campaign to encourage them back by offering them an exclusive piece of content, which works much better.

Knowing your goal not only helps you adjust your campaign as you go, but it also helps you craft your marketing messages and materials. From the above example, the reason the first ad wasn’t as effective is that those people weren’t at the right step of the buyer’s journey to make a purchase. By starting small with a free download, your company was able to bring them back to your site, improve your bounce rate, and accomplish your goal.

2. Define Your Triggers

Triggers are what cookies look for to determine who they should show your advertisements to. For example, let’s say you want to entice people who leave stuff in their shopping carts. The trigger for that strategy would be if someone puts something in their cart and then leaves your website. When that happens, it notifies the cookie and shows retargeted advertisements to bring the visitor back to your site and finish the transaction.

It’s helpful to pair the triggers you create with your main goals to make sure every part of your strategy works well together. So, for instance, the shopping cart trigger would work really well if your goal was to increase sales. When working with a tool like Google Ads, you often create as many triggers as you want. But that can be a lot to manage during your retargeted campaign. Instead, it’s helpful to start with just a few triggers to see which ones are most effective for achieving your marketing goals.

3. Create Your Ads

Once you set your triggers, create the actual advertisements. Start with an image that really grabs your reader’s attention. Having a powerful, eye-catching image is a great way to get your audience to stop scrolling and see what the ad is about. Some ads, like those on social media, might even allow you to use a video, which can be even more engaging than a static image.

Use compelling copywriting to communicate what your ad is about and how it benefits audiences. When writing ad copy, focus on the reader’s emotions. Try to give them a fear of missing out on the opportunity or offer, or get them excited about the product or service you’re promoting. The stronger the emotion they feel, the more likely they are to click on the advertisement.

And if you’re using video, remember to enable closed captions. Not only are they more user-friendly and accessible, but they also allow people to watch the ad without sound. Knowing what your ad is saying without sound is helpful because not everyone will play the ad without headphones. It’s also helpful because some apps, like Instagram, automatically mute videos unless the user turns the sound on.

4. Determine Your Budget

After you’ve added the triggers and created the ads, dig into your advertising budget. Plan the budget ahead of time so you can monitor your ads and calculate the return on investment (ROI) throughout the campaign. To help with this, use programs like Google Ads to create pay-per-click (PPC) campaigns, where you can stop running the ad after a certain number of clicks.

That means all you have to do is determine how much to spend on the ad campaign and let Google Ads do the rest. Google Ads is also beneficial because you can set up an entire retargeted strategy fairly easily, including the triggers and tracking cookies you add to your site.

5. Track Your Campaign

Another great reason why Google Ads is helpful is that it can easily track your retargeted campaign and measure marketing performance. Seeing how your campaign performs can help you monitor your strategy’s success and make adjustments if your team needs to. So assume that an ad prompting people to return to their carts and complete their purchases isn’t working as well as you’d hoped.

Changing the design of the ad or creating a whole new trigger might give more helpful results to your overall goal. Without tracking the data of your retargeted campaign, you’ll never know if your ads need adjustment and you might miss out on huge marketing opportunities.

Get Started with CopyPress

If you’re hoping to start a retargeted marketing strategy, it’s important to know when you should use one and how to tailor it to your marketing campaign. With CopyPress, you work with a team that prioritizes your marketing goals to create a personalized content strategy for your business or agency. With in-depth content analysis, customized brand style guides, and a hassle-free content delivery process, we’ll help you build a strategy to get the results you want. Get started with your content analysis or schedule a strategy call and dive right in.


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