Certain digital marketing practices contribute significantly to the conversion of potential customers. Retargeting is one of them — and it can have a considerable effect on sales and advertising budget.

One of the reasons for its prominence is its ability to target a very specific audience. Thus, people who have already had contact with the products and services sold, or with similar offers, will be impacted.

What is retargeting?

Retargeting is a strategy that aims to reach individuals with purchasing potential and who have already interacted with a certain item or content online. To do this, advertisements are displayed to people with this profile and who have not yet made a purchase — as happens in cart abandonment , for example.

The process is based on the use of cookies, a technology that tracks user behavior on the web. Then, visitor data is collected during their visit to the website and, if they access an offer, but do not make a purchase, ads are displayed aiming at their conversion.

The campaign will be seen by potential customers on search pages, such as Google, on social networks and in email marketing, among other channels.

What is the difference between retargeting and remarketing?

You saw that the practice targets specific advertising to people based on their online interactions, right? In this context, remarketing is a similar term that can lead to confusion. But rest assured because the differences are simple to understand.

While retargeting focuses on ads, remarketing is made up of a wide range of strategies — including conversion ads. Thus, the last practice is more diverse and can cover other online and offline tactics.

What are the types of retargeting?

The online advertising display strategy is just one of the actions adopted to convert potential customers. Returning exclusively to digital retargeting ads, it is possible to talk about three central types of application:

• Site;
• Search;
• Social.

As the name suggests, website retargeting aims to impact people who visited the website. Ads display complementary products or products viewed but not purchased on online pages.

In relation to search retargeting, the tactic is focused on using browsing data to display advertising based on internet search habits. This way, leads will be impacted by your offer when searching for similar items.

Finally, social retargeting directs ads to social media users who have purchasing potential. The practice uses demonstrations of interests on platforms such as Instagram and TikTok, in order to segment campaigns, increasing the assertiveness of the investment.

What is the relevance of this strategy for digital marketing?

Retargeting can be applied to target interactions on the website, in search engines and on social networks. Therefore, the tactic proves to be important for marketing different products and services on the internet. Check out reasons that make the action so relevant!

Maximizing conversions

The personalized approach reinforces product recall, overcoming possible objections and encouraging acquisition. Furthermore, promoting complementary items (cross-selling) or special offers increases the chances of marketing.

Building lasting connections

Retargeting goes beyond simply recovering lost visitors, as it contributes to building strong links with the audience. Displaying customized ads at different stages of the sales funnel creates a narrative that follows the user on their purchasing  journey .

In this way, the proposal is consolidated in the consumer’s mind, establishing an emotional connection and building trust. Thus, the controlled repetition of messages contributes to brand recognition, making it a reliable choice for the public.

When the potential buyer is at the bottom of the sales funnel and ready to convert, they will feel more confident about making the purchase. This is because there may be affinity with the offer due to the contacts that happened with it over time.

Budget optimization

By targeting ads to users who have already shown interest, retargeting significantly optimizes the advertising budget. Therefore, waste is avoided on audiences that have not yet interacted with the brand, focusing efforts on people prone to action.

Refined segmentation allows message adjustments according to lead behavior , making each ad highly relevant. The approach not only improves the effectiveness of campaigns, but also provides a more strategic allocation of resources.

How to apply retargeting?

As you have seen, some characteristics that show the importance of retargeting are the greater chances of converting prospects, developing strong relationships and optimized budget. Now, discover the steps to implement the strategy!

Integrate a remarketing pixel

Start by integrating a remarketing pixel into your online store. This small line of code is provided by digital advertising platforms such as Google Ads and Facebook Ads. It will allow the tracking of visitor interactions, enabling the creation of audiences for campaigns.

Set clear goals

Set specific goals for your retargeting actions. Examples are: increasing conversions, promoting certain products or engaging users who have not completed a purchase. Clarity about objectives helps guide your strategies.

Carry out smart segmentation

Divide your visitors into groups based on specific behaviors, allowing you to personalize ads based on interests and past actions. This way, the effectiveness of advertising may be greater.

Create relevant ads

Develop relevant and engaging advertising based on the information collected. Make sure each campaign resonates with the customer journey, whether recalling viewed offers or offering exclusive discounts, for example.

Track the results

Finally, check the progress of the actions. Digital advertising platforms often offer performance indicators. Therefore, pay attention to the results achieved to make adjustments, aiming to optimize the strategy, agreed?

Now you know that retargeting is a digital practice that aims to rescue potential buyers. It can be used on websites, search engines or social networks and has the capacity to provide precision to campaigns, as well as efficiency to the marketing budget.