Digital marketing
70 % of the people who reach your site do not buy the first time. Retargeting brings a large share of them back — if you do it right. Let us go through the strategy.
Quick summary
- Retargeting is the cheapest click per conversion there is.
- Meta and Google are the main tools.
- Segment audiences by stage (page viewers, cart adders, buyers).
- Change the message for each stage.
Retargeting audiences
A big mistake is using one “all site visitors” audience. Segment by stage:
- General site visitors — cheapest and broadest
- Product page viewers: interested but did not buy
- Cart adders: the most important of all
- Checkout starters — almost bought
- Buyers: cross-sell and upsell
A message per stage
- General visitors: brand and value, no discounts
- Product page viewers — product benefits, reviews
- Cart adders: encouragement, a discount code
- Buyers: cross-sell, VIP programmes
Channels
- Meta — the most effective for visual retargeting
- Google Display — a wide network
- YouTube: video retargeting
- Email: cheapest (once you have the contact)
A realistic budget split
The general guideline: 15–25 % of the total budget to retargeting. If you are aggressively acquiring new customers, 25–35 %.
Frequently asked questions
Is retargeting annoying?
It is, if it repeats too much. Set a frequency cap: 2–4 impressions a week per person is enough.
How far back should you retarget?
In ecommerce 30–60 days, in B2B 90–180 days. Older visitors convert worse.
Can I use email for retargeting?
You can and should. Combining email and advertising for the same customer works effectively.
Further reading
External sources:
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