Targeting Options for Reaching Out to More People Who’ve Visited Your Website

Async Labs
  • Date Published
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Ads are all about getting customers back to your site. Make them one to remember!

Did you know that only 2% of website visitors purchase on their first visit to an online store or website? Meaning that almost 98% of visitors that come to your website are not ready to buy your product or service.

The real question is how to retarget prospects based on their activity with your website?

The answer is remarketing.

If you ever bought any product online and later saw similar advertisements for that product, you experienced the remarketing strategy.

Let’s find out the meaning and importance of remarketing and see which targeting options can help you reach people who’ve previously interacted with your website.

What Is Remarketing?

Remarketing is a powerful tool for re-engaging people who previously visited and interacted with your website or mobile app. In addition, Remarketing helps advertisers to track visitors to websites or mobile apps.

Remarketing campaign explained:

This is an ideal case scenario. You have potential customers that regularly visit your website but never take any specific action like purchase. Later they search the internet and come to your remarketing ads on other websites. This is a perfect reminder for them that you have something they need and encourage them to take action and become your customers.

Remarketing can be done differently, but we will focus on Google Ads remarketing and Facebook remarketing in this article.

From time to time, you have to remind your potential customers that were once interested in your offer but have not yet decided to buy your product. Running ads to these people is a reminder to them that you have the solution they need.

People will likely click on a remarketing ad rather than a “regular” ad. The reason for this is because they have already established a relationship with your website.

Retargeting Campaign in Google AdWords

Before you set up audiences for remarketing on the Google Ads platform, there are few steps to set up.

  1. Sign in to your AdWords account and open the ‘Shared Library’ option. Click ‘Audiences’ and do ‘Set-up Remarketing’. Then click ‘View AdWords Tag for websites’, select and copy the provided remarketing tag code for your website.
  2. Put the tag code at the bottom of the website pages you want to use for the campaign. Save and publish.
  3. Check if your tag is working correctly with ‘Google Tag Assist’. Then click the options ‘Continue’ and ‘Return to Audiences’.

Within a few days, the tag will start collecting the website visitors’ cookies. Here is an example of a Google AdWords retargeting ad:

Spotify uses traditional display remarketing and has a promotion to reach people as they browse other websites. When people see the ad, they can easily click the CTA button and get a free trial of Spotify Premium. This ad aims at existing Spotify users who haven’t yet made an upgrade to the premium version.

Retargeting Campaign on Facebook

If you want to increase your visibility, Facebook advertising is a good choice.

Facebook remarketing works similarly to Google Ads. But there is a difference. Instead of running ads on Google search, YouTube, or partner websites, they run on Facebook or Instagram.

Let’s see how a Facebook retargeting campaign works:

  • Someone visits your site
  • Facebook code adds a cookie to track them
  • Your ads appear to visitors when they use Facebook or Instagram
  1. First, you have to create a Facebook account for Business ads.
  2. Now go to Facebook Ads Manager, choose the Audiences section, and select “Custom Audiences”. This option will help you reach out to visitors who have previously visited your website.
  3. From the “Custom Audiences” list, choose “Website Traffic” as your marketing goal. Then create a list of people who have visited your website and select the audience you want to target your retargeting ads from the drop-down menu in the “Website Traffic” tab.
  4. After selecting the audience options, Facebook provides you the Facebook Pixel tracking code for the website to track your visitors. When targeting your audience and measuring performance, the Pixel is the most valuable Facebook tool to do it. It tracks website visitors from a page on your site to an ad inside your mobile app so you can later target them based on their online behavior.

Start Remarketing Today

If you want to drive conversions, focus on attracting new traffic, remarketing, and bringing previous visitors back to your website.

Remind people of your products and services but don’t have high expectations at the beginning. People probably won’t buy your product or service after only one visit to your website, but stay persistent.

Check our full article and learn more about which targeting option can help you reach people who’ve previously visited your website and boost your conversions today.

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