Retargeting: definition of this marketing strategy

Retargeting is a digital marketing technique that involves retargeting visitors who have visited a website without making a purchase or taking a specific action. Its aim is to attract them back with personalized ads delivered on other platforms.

How exactly does retargeting work?

Before going any further, it's important to understand what retargeting is. 

Simply put, when a visitor leaves your site without buying, they subsequently see your targeted ads on other websites or on social media. These ads usually feature products or services they've already viewed.

Let's take an example: Imagine your visitor visits your shoe website. He looks at several models, but leaves without buying. Thanks to retargeting, when he browses Facebook, Instagram or other sites, your shoe ads appear again. 

What's the difference between retargeting and remarketing?

You've probably also heard of the term “remarketing”. So what's the difference? In reality, remarketing mainly concerns email retargeting, whereas retargeting mainly includes visual ads (display advertising) on other sites or social networks.

If an Internet user abandons a shopping cart on your site and then receives an e-mail reminding them of that cart, that's remarketing. 

If a visitor abandons a shopping cart on your site and then receives an email reminding them of that cart, that's remarketing. If they see a visual ad for the same product on Facebook or Google, you're retargeting.

Why companies use retargeting on a massive scale

The reason is simple: retargeting works. On average, according to a recent Nielsen study, retargeting campaigns can increase your conversion rate by up to 70%. 

By targeting potential customers who have already expressed an interest in your product or service, you have a better chance of convincing them.

What's more, you can easily measure the ROI of a retargeting campaign, which is a huge advantage for SMEs with a limited budget.

What concrete benefits can you expect from retargeting?

You're probably wondering how retargeting can help you in concrete terms. Here are the main benefits for your business.

Increase your conversions with ease

Retargeting significantly reduces shopping cart abandonment. By reminding your visitors of the products they have viewed, you increase the likelihood of them coming back to buy. An SME in the ready-to-wear sector recently doubled its sales simply by launching a retargeting campaign on social networks.

Get a quick return on your investment

Unlike other advertising levers, such as billboards or TV spots, retargeting enables precise budget management. You can set clear bids on each click, easily adjust your spending, and above all achieve excellent cost-effectiveness. 

In short, you know exactly where your money is going, which is reassuring for any entrepreneur concerned about managing his marketing budget.

Build long-term customer loyalty

Retargeting also reinforces your brand image by creating a sense of proximity. Your visitors feel recognized when they see personalized ads, which fosters a lasting customer relationship. You're not just advertising: you're connecting with your audience.

Forms of retargeting adapted to your marketing objectives

Retargeting can easily be adapted to your needs. Here are the most interesting forms for SMEs.

Retargeting by e-mail: effectively winning back abandoned visitors

With this technique, you send e-mail reminders to visitors who have abandoned their shopping baskets. It's very easy to set up and generally offers good results, especially if you offer discounts or complementary products.

Retargeting on social networks, a must today

Facebook, Instagram, LinkedIn, all these networks make it easy to create targeted campaigns. Social ads are particularly effective thanks to their high targeting accuracy based on your visitors' centers of interest.

Mobile retargeting, essential for reaching a nomadic audience

Today, the majority of Internet users browse on smartphones. Mobile retargeting enables you to reach this audience effectively, notably through display advertising on mobile applications and websites optimized for smartphones.

How to actually launch your retargeting campaign

Launching a campaign may seem complicated, but by following these simple steps, you can start effectively reaching potential customers today. 

Retargeting enables any company, even those new to webmarketing, to achieve rapid results, provided they are methodical in their implementation. Here's how to get started.

Define your objectives and target audience precisely

The first step is important for the success of your campaign: set your objectives clearly. Do you simply want to increase sales, encourage users to return to your website, or raise your profile with new targets? 

Once you've defined these precise objectives, identify precisely which visitors to target according to their behavior. 

For example, those who have added products to the shopping cart without buying, those who visit your pages frequently, or those interested in products that complement their previous purchases.

Choose the right tools and advertising networks

Once you've clarified your objectives, select the best platforms for creating high-performance campaigns. You can opt for Google Ads, ideal for precise targeting via the Display network, or use social network advertising solutions like Facebook Ads or LinkedIn Ads if you're targeting a specific audience based on their centers of interest. 

Specialized programmatic display platforms are also highly effective and intuitive. These often offer turnkey solutions that are easy to get to grips with, even if you're new to buying advertising space.

Measure and optimize your results regularly

To ensure the success of your retargeting campaign, it's essential to continually analyze its performance. Accurately track statistics such as number of clicks, sales generated, ROI calculation for your marketing campaign or cost per acquisition. This information is invaluable for adjusting your bids, targeting certain segments differently or optimizing your visual ads. This ongoing analysis will enable you to maximize your profitability and ensure the longevity of your investment.

Some common fears around retargeting, and how to manage them

While retargeting is effective, it sometimes raises legitimate concerns, particularly around data confidentiality or respect for the user experience. Here's how you can overcome these obstacles and implement a strategy that's transparent and reassuring for your visitors.

Is retargeting compliant with the RGPD?

Yes, provided you adopt the right practices. Since the implementation of the RGPD, you must be particularly careful to obtain explicit consent from Internet users before using their data for your campaigns. 

Make sure you include a clear information banner on your website, stating that you use cookies for advertising personalization. Provide your visitors with an easy way to refuse or accept this tracking. By following these simple rules, you can launch your retargeting campaigns without fear of penalties or unpleasant surprises. 

More information on the CNIL website.

How to avoid being too intrusive?

One of the major fears with retargeting is the impression of intrusion felt by Internet users. To avoid this, judiciously limit the frequency with which your ads are displayed. 

For example, set a daily maximum of 3 to 5 impressions per user to stay relevant without annoying. 

Vary advertising messages to avoid fatigue.

Finally, make sure that the ads displayed correspond precisely to the products consulted, to offer a consistent and respectful user experience.

Is retargeting expensive?

The cost of retargeting depends entirely on your strategy and objectives. Unlike other forms of advertising such as billboards or TV spots, which require substantial budgets, retargeting is highly flexible. 

You have precise control over your budget, thanks to bidding models such as CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions). Many advertising networks offer attractive rates, particularly on display formats, which allow you to adjust your spending on a daily basis. So even companies with limited budgets can easily access profitable, high-performance campaigns.

The future of retargeting looks exciting

The future of retargeting lies in advanced automation and predictive analysis of buying behavior. Thanks to artificial intelligence, advertisers will soon be able to accurately anticipate the desires and needs of their potential customers even before they are clearly expressed. As a result, campaigns will become hyper-personalized, significantly increasing conversion rates while optimizing marketing budgets.

What's more, the post-cookies era is currently pushing advertising networks and platforms such as Google Ads or programmatic display players to rethink their strategies to better respect users' privacy. 

Tomorrow, retargeting will rely primarily on contextual analysis, anonymized data and machine learning to continue offering relevant advertising, without excessive intrusion. These developments will enable even small businesses, with limited budgets, to access innovative tools to deliver an effective, profitable campaign that respects their audiences.