Did you know that on average only 2% of web traffic converts on the first visit to a website? This means that 98% of your Digital Marketing Agency in Lahore audience is not buying anything. When you invest time and money to earn that traffic, only 2% conversion is a huge blow. Fortunately, you don’t have to let the rest slip through the net. With retargeting, you can pull them back and rekindle their interest in your business, increasing your chances of conversion.
Read on for everything you need to know and start increasing your sales.
What is retargeting?
Retargeting is a specific Digital Marketing Agency in Lahore strategy that only targets people who have already interacted with your business. Mostly, this means they’ve already visited your site. It’s usually for users who browsed your site but didn’t convert, although it can also be used for returning customers.
With retargeting you can:
- Turn regular customers into repeat buyers
- Sell to the customer
- Reach users across multiple devices and platforms
- Reach customers who aren’t looking at themselves
- Stay top of mind for your audience
- The idea of a retargeting Digital Marketing Agency in Lahore strategy is to get your business in front of your audience. They’ve already logged in enough to visit your site, and with a little more marketing, it can be easy to win them back.
Different types of retargeting
There are two different types of redirection: pixel-based and list-based. Let’s take a look at them all to better understand how this marketing strategy works.
You can use list-based forwarding when you have information about someone in your database. This allows you to tailor your retargeting ads to each individual’s behavior. For example, if you know the summer sales are on, you can make sure you rate them against the best deals by pairing them with a discount.
List-based retargeting is often used in social media advertising. For example, you can upload the email addresses you have on Facebook and the platform will find everyone in your network with the same email address. These users will then see the desired retargeting ads.
While list-based retargeting is a great way to personalize your ads, it’s not the most popular option. Pixel-based retargeting is much more commonly used to retarget website visitors. This is because most of your audience will be anonymous.
A pixel is a piece of code that tracks users who visit your website. You’ve probably already seen it on websites in the form of cookies. When you accept cookies, that site can now track you and know when you browse other sites.
When a user logs out, the cookie notifies the retargeting software, which can then serve ads based on what they’ve seen on your site. For example, if it’s about a certain product, you can have that product ( and products you think they like) featured in ads across the web. This type of behavioral marketing is a great way to gain your audience.
What are the benefits of retargeting?
Now that you understand more about Digital Marketing Agency in Lahore retargeting techniques, it’s time to look at the benefits. Here are some important advantages to keep an eye out for.
Increase your conversion rate
The primary goal of most retargeting strategies (and marketing strategies, period!) is to increase conversions. Consider signing up for a newsletter, downloading the e-book or purchasing the product. Whatever you want your audience to do, your retargeting campaign should encourage them to do it.
By using retargeting ads, you’re not only reminding users of your brand and bringing them back, you’re also making their lives easier. If they forgot that beautiful dress, you can remind them and give them an easy link to purchase it. All of these should increase your conversions.
Improve brand awareness
Retargeting is a popular strategy used by brands to raise brand recognition. On average, a user needs to see your brand five to seven times before they can remember it. Ad retargeting is a great way to increase their impressions and keep your brand fresh in their minds.
Increase your customer lifetime value (CLV)
Content strategy or your SEO strategies aren’t always directly targeting CLV, but retargeting is. CLV is the total amount a customer spends for all of their purchases with you. By encouraging repeat business by retargeting existing customers, you are actively working to increase your CLV.
Introduce new products
One of the benefits of retargeting is that you can introduce new products to your target audience without them visiting your website. For example, if a product is a perfect match for an existing product, you can use a retargeting ad to show it to anyone who purchased the existing product.
Reduce your cart abandonment rate
The average cart abandonment rate (the number of users who leave something in their cart on your site and don’t buy it) is around 70%. These are users who are so close to converting but have fallen at the last hurdle. You don’t want to miss these users.
Retargeting allows you to continue your marketing and give these users the final push they need to convert.
How to start a retargeting campaign 8
If you’re looking to start a retargeting campaign, we’ve gathered some tips from digital marketing in Pakistan experts to help you out. The first steps are listed below.
Start collecting data
The first thing you need for a retargeting campaign is user data. You can do this by adding two lines of Java code to your website (this is the pixel I mentioned earlier) to automatically recognize and track users. Or you can collect contact information, such as email, for a list-based strategy.