Post by moon125 on Nov 10, 2024 5:39:37 GMT
Retargeting is translated from English as "retargeting". This marketing tool sort of "catches up" with a user who once visited your website, installed a mobile application or visited a brand page on a social network. Reminding them of the products they were interested in and offering additional advantageous offers, retargeting "retargets" the user to return to your store.
In an ideal world, the user’s sequence of actions would be as follows: enter a query – follow a link – select a product and add it to the cart – complete the purchase.
In the real world, it looks a little different: entered a query – got distracted – followed a link – walked away – put the item in the basket – changed his mind.
Retargeting technology allows you to create personalized shopify website design offers based on actions that the user has previously performed on the site or in the application. For example, those who previously added a product to the cart but never placed an order can be motivated with a discount. And those who make purchases regularly can be told about new products and promotions.
Basic retargeting settings
Retargeting allows you to return the attention of users who have shown interest in your products and encourage them to buy. There are two ways to set up retargeting.
2-retargeting.jpg
The first is the standard approach by goals. The goals can be as follows:
View product page;
Adding a product to the cart;
Clicking on specific links (to the delivery and payment methods page, to promotional offers, etc.);
Visiting certain pages;
A certain number of pages viewed.
The second option is to conduct retargeting for individual segments, previously defined and specified in Yandex.Metrica. This approach is more accurate, as it allows you to segment users by age, gender, time spent on the resource, type of gadget, etc.
Advantages and disadvantages
Retargeting is not just an advertising tool, but a tool for smart marketing. But like any advertising tool, it has both advantages and disadvantages.
Retargeting provides the following opportunities:
Periodically remind the user about your product;
Returning the visitor to the site and making a purchase;
Increase brand awareness.
The disadvantages, in turn, include:
No synchronization with offline purchases made;
Potential negative impact caused by such persecution.
However, using retargeting is a real find for those who attract customers via the Internet . And for those who have already reached the limit of existing advertising channels.
What is the difference between remarketing and retargeting
Along with the concept of "retargeting", you may have heard about "remarketing" - these concepts can be considered synonyms. The only difference is that remarketing is advertising in Google and is configured in the Google Ads service, and retargeting is called advertising in Yandex.Direct and social networks.
There are some differences in the settings. They may also look different, which is due to the specifics of the Yandex and Google advertising formats.
Using retargeting
Retargeting can be used in almost all niches. The only ones it won’t suit are young stores and sites with low traffic, as well as niches with inexpensive goods and a low average check. In the first case, there will simply be no one to return, and in the second, retargeting may not pay off.
For retargeting to work and be profitable for the advertiser, daily traffic to the site must be at least 100 unique visitors.
Why exactly that many? Let's say the site was visited by 100 people. Some bought immediately, while others were not interested in the offer at all. As practice shows, at best 80% of these users will fulfill the retargeting goal (for example, view the page with promotional products to the end) and get into the database. Conversion to an application from retargeting is on average 2-3%. Accordingly, two or three people will become leads in this case. It's good if 50% of them place an order. In other words, a maximum of one sale will be made per day.
3-retargeting.jpg
That is, if the traffic to the site is low (less than 100 people per day), then launching retargeting is simply unprofitable.
Among the most popular areas for using retargeting are online stores and online courses. They pass a significant flow of traffic, as well as an audience with diverse interests. For large online hypermarkets, returning the departed audience and bringing it to a purchase means millions in revenue.
It is also necessary to consider the overall profitability of the product, as one b2b deal can cost tens of thousands.
Retargeting will definitely not work in the following topics:
With goods prohibited by Russian legislation or Yandex rules.
With a low check and a quick purchase decision.
Conclusion
So, we've figured out the concept of "retargeting". The next question is: how to set it up? How to return visitors to the site and convert them into buyers?
In an ideal world, the user’s sequence of actions would be as follows: enter a query – follow a link – select a product and add it to the cart – complete the purchase.
In the real world, it looks a little different: entered a query – got distracted – followed a link – walked away – put the item in the basket – changed his mind.
Retargeting technology allows you to create personalized shopify website design offers based on actions that the user has previously performed on the site or in the application. For example, those who previously added a product to the cart but never placed an order can be motivated with a discount. And those who make purchases regularly can be told about new products and promotions.
Basic retargeting settings
Retargeting allows you to return the attention of users who have shown interest in your products and encourage them to buy. There are two ways to set up retargeting.
2-retargeting.jpg
The first is the standard approach by goals. The goals can be as follows:
View product page;
Adding a product to the cart;
Clicking on specific links (to the delivery and payment methods page, to promotional offers, etc.);
Visiting certain pages;
A certain number of pages viewed.
The second option is to conduct retargeting for individual segments, previously defined and specified in Yandex.Metrica. This approach is more accurate, as it allows you to segment users by age, gender, time spent on the resource, type of gadget, etc.
Advantages and disadvantages
Retargeting is not just an advertising tool, but a tool for smart marketing. But like any advertising tool, it has both advantages and disadvantages.
Retargeting provides the following opportunities:
Periodically remind the user about your product;
Returning the visitor to the site and making a purchase;
Increase brand awareness.
The disadvantages, in turn, include:
No synchronization with offline purchases made;
Potential negative impact caused by such persecution.
However, using retargeting is a real find for those who attract customers via the Internet . And for those who have already reached the limit of existing advertising channels.
What is the difference between remarketing and retargeting
Along with the concept of "retargeting", you may have heard about "remarketing" - these concepts can be considered synonyms. The only difference is that remarketing is advertising in Google and is configured in the Google Ads service, and retargeting is called advertising in Yandex.Direct and social networks.
There are some differences in the settings. They may also look different, which is due to the specifics of the Yandex and Google advertising formats.
Using retargeting
Retargeting can be used in almost all niches. The only ones it won’t suit are young stores and sites with low traffic, as well as niches with inexpensive goods and a low average check. In the first case, there will simply be no one to return, and in the second, retargeting may not pay off.
For retargeting to work and be profitable for the advertiser, daily traffic to the site must be at least 100 unique visitors.
Why exactly that many? Let's say the site was visited by 100 people. Some bought immediately, while others were not interested in the offer at all. As practice shows, at best 80% of these users will fulfill the retargeting goal (for example, view the page with promotional products to the end) and get into the database. Conversion to an application from retargeting is on average 2-3%. Accordingly, two or three people will become leads in this case. It's good if 50% of them place an order. In other words, a maximum of one sale will be made per day.
3-retargeting.jpg
That is, if the traffic to the site is low (less than 100 people per day), then launching retargeting is simply unprofitable.
Among the most popular areas for using retargeting are online stores and online courses. They pass a significant flow of traffic, as well as an audience with diverse interests. For large online hypermarkets, returning the departed audience and bringing it to a purchase means millions in revenue.
It is also necessary to consider the overall profitability of the product, as one b2b deal can cost tens of thousands.
Retargeting will definitely not work in the following topics:
With goods prohibited by Russian legislation or Yandex rules.
With a low check and a quick purchase decision.
Conclusion
So, we've figured out the concept of "retargeting". The next question is: how to set it up? How to return visitors to the site and convert them into buyers?