A Beginner’s Guide to Retargeting Ads: How to Bring Visitors Back

Example of a retargeting ad displaying a product to a user who previously visited the website.

Retargeting ads are a game-changer for businesses aiming to reconnect with users who didn’t convert on their first visit. In this beginner’s guide, we’ll break down what retargeting is, why it’s essential, and how to implement it effectively to maximise your ROI. Whether you’re a business looking to optimise your paid ads strategy or a PPC agency exploring ways to drive conversions for your clients, retargeting is a powerful tool in digital advertising.

What Are Retargeting Ads?

Retargeting ads, also known as remarketing ads, are targeted ads that reach users who previously interacted with your website or app but didn’t take a desired action (such as making a purchase or filling out a form). By reminding these users about your brand as they browse other websites or social media, retargeting can significantly increase the chances of bringing them back and converting.

Why Are Retargeting Ads So Effective?

Retargeting works because it reminds people of your brand when they’re online. Users who see retargeting ads are already familiar with your brand, making them more likely to click through and convert than someone seeing your ad for the first time. For any business or PPC agency, retargeting can boost conversion rates and improve overall ad efficiency, focusing on people who are more likely to convert.

How Retargeting Works

Retargeting works by using a small piece of code (or pixel) to track visitors. When someone visits your site, the pixel tracks their actions and allows you to show tailored ads to them on other websites or social media. This approach ensures your retargeting ads are relevant, timely, and more engaging than traditional ads, making your campaigns highly effective.

Types of Retargeting Ads

There are two main types of retargeting ads:

  1. Pixel-based retargeting: This focuses on visitors who come to your website, allowing you to show ads on other sites after they leave.
  2. List-based retargeting: This involves uploading a list of email addresses to platforms like Facebook, allowing you to target specific users based on their sales funnel stage.

As PPC agency in Edinburgh, we understand these methods can help create customised strategies that bring valuable clients back to your clients’ websites.

Benefits of Retargeting for Different Industries

Retargeting is versatile and benefits different types of businesses:

  • eCommerce: Retargeting can reduce cart abandonment by reminding users of products they viewed or added to their cart, encouraging them to return and complete their purchase.
  • Service-Based Businesses: Retargeting can nurture leads by showing ads to visitors who explored service pages, helping convert them into enquiries or bookings.
  • B2B: In B2B, where the sales cycle can be longer, retargeting keeps your brand top-of-mind for decision-makers, increasing the likelihood of conversion when they are ready to commit.

Platform Comparison

Each platform offers distinct advantages for retargeting:

  • Google Ads: Broad reach and ability to target users across websites through the Google Display Network.
  • Facebook: Ideal for visually engaging retargeting ads, especially for B2C and eCommerce, with a vast user base.
  • LinkedIn: A great choice for B2B retargeting, allowing businesses to target professionals based on job title, industry, and company.

Understanding these options allows a PPC or Paid Social agency to choose the best fit based on client goals and audience.

How to Set Up Retargeting Ads

Setting up retargeting ads is simpler than you might think. Here are the steps:

  1. Choose a platform: Google Ads, Facebook, and LinkedIn are popular choices.
  2. Install the pixel: Add the retargeting pixel to your website to track visitors who don’t convert.
  3. Create your audience: Segment your audience by their actions (e.g., viewing a product or adding to cart) to tailor your ads accordingly.
  4. Design engaging ads: Ensure your retargeting ads are visually appealing, with a clear call-to-action (e.g., “Shop Now” or “Learn More”).
  5. Monitor and optimise: Track ad performance and refine your campaign for the best results.

Best Practices for Retargeting Ads

  • Frequency cap: Avoid bombarding potential customers with too many ads by setting a frequency cap to limit how often your ads are shown.
  • Customisation: Tailor your ads based on user behaviour. A user who visited your pricing page should see a different ad from someone who only visited the homepage.
  • Landing pages: Make sure the landing page you direct users to is relevant to the ad they clicked on. Consistency is key to improving your conversion rates.

For any digital marketing agency, helping clients with these fine details ensures their retargeting efforts are both effective and engaging.

Common Retargeting Mistakes to Avoid

Avoid these common errors to get the best out of your retargeting strategy:

  1. Showing ads too frequently: Setting a frequency cap avoids ad fatigue, where users become irritated with seeing the same ad repeatedly.
  2. Using a broad audience: Segmenting your audience allows you to deliver more relevant ads, which are more likely to convert.
  3. Not updating ad creative: Periodically refreshing your ads with new images or offers can re-engage users and improve performance.

Privacy Considerations

Given that retargeting relies on tracking, it’s essential to stay compliant with privacy laws such as GDPR. Ensure your website has a clear privacy policy, inform users of cookie usage, and provide an option to opt out. Following these guidelines is crucial, especially for UK-based businesses, to maintain transparency and trust with your audience.

Conclusion

Retargeting ads are an invaluable tool in digital marketing, enhancing brand recall and boosting conversion rates by re-engaging visitors who didn’t convert initially. Whether you’re a business owner or a PPC agency in Edinburgh, implementing retargeting ads can elevate your strategy and improve ROI.

For professional support in setting up retargeting ads, reach out to our PPC agency Edinburgh team. We’ll help you optimise your campaigns to engage your audience and drive conversions effectively.

Here at Thundr, our skilled and experienced team of marketers, creatives, and tech experts are poised to elevate your digital marketing efforts. Whether you’re seeking to enhance your ads, social media presence, or SEO strategies, we’re here to support you every step of the way.

To discover how we can spark up your digital marketing, visit our marketing services, or book in a consultation to learn more about how we can grow your marketing needs.

FAQs

Find quick answers to common questions retargeting ads

Retargeting ads reconnect with users who previously interacted with your website, encouraging them to return and complete a desired action, like making a purchase.

Retargeting works by using cookies to track visitors. Ads are then displayed to these users as they browse other websites or use social media.

They are effective because they target users already familiar with your brand, increasing the likelihood of conversion.

You’ll need to choose an ad platform, install the pixel on your website, segment your audience, and design engaging ads with a clear call to action.

Google Ads and Meta (facebook and instagram) are the most popular, but LinkedIn and Twitter also offer great options.

Absolutely! Retargeting is a cost-effective way to increase conversions for businesses of all sizes. We are a digital marketing agency edinburgh so get in touch with our SEO consultants Nottingham for help with your business.

PPC agency Edinburgh like ours can help you set up and optimise your retargeting strategy, ensuring maximum results from your ad spend.

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