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Retargeting Marketing Audiences: More than 45 of the Best Opportunities

Hello, I’ll be your retargeting-ad tour guide for this trip around the Internet.

Thanks for joining me today. You thought you were just looking at a pair of shoes. But, over the next month, we’re going to travel around the Internet, together.

Well, you’re going to travel, and I’m going to follow you. I hope you’re wearing comfortable reading glasses either way!

For the first part of our trip we’ll check out Facebook to see what Aunt Sue’s hot take of the day is on the election. Don’t worry, I’m still here. Right alongside you.

Yes, let’s watch that Youtube video she posted. Now, let’s head to your favorite website. People.com? Take in that view! I promise you won’t see anything like this again anytime soon. Just kidding, actually you will. Because I’m coming with you. It’s almost like we’re inseparable; like two have become one.

Up next, we’ll check your email. Whoa 25 unreads! Are you feeling any vertigo from your overwhelming inbox? Or maybe it’s more a sense of crushing dread? Don’t worry! This tour is very safe, unless you count dying on the inside.

Wait, did you shut your laptop? We do not have time for any unscheduled breaks!

Why retargeting ad strategy is essential:

As you might have inferred, retargeting is one way to make a lasting impression on your audience, with ads that can reach them nearly anywhere on the Internet.

But let’s back up. Retargeting is part of a broader marketing tactic: remarketing. Basically remarketing is a way to connect with a visitor again (i.e. someone who’s already had an interaction with your company). It can involve reaching a lead who has only visited your website, or it can be reaching a customer who’s already purchased.

Here’s why it’s a critical investment though: Only about 2% of online users convert on their first trip to a website. That means you need a way to bring 90%+ of people back. So, remarketing is effective because it gives you the chance to continue a conversation, that would have otherwise been super short.

Still not convinced you need to add it to your marketing arsenal? In evaluating six different online ad placement strategies, Comscore found that retargeting generated the highest lift in trademark search behavior at 1,046%. Furthermore, retargeting ads are 76% more likely to be clicked than a regular display ad, and are ten times better at driving people back to your site (the average click-through rate for display ads is 0.07%, while the average for retargeting ads is 0.7%).

As a result, retargeting ads end up costing less. While a Google PPC search ad could have an average cost per click of $2-$3, a retargeting ad has an average cost of $0.25-$0.60. So, let’s dig into how you can make the most of this strategy.

Quick navigation table of contents:

  1. Best ways to pick a behavioral retargeting audience
  2. List-based retargeting audiences
  3. Effective retargeting ad creative examples
  4. Facebook retargeting ideas
  5. Google retargeting ideas
  6. Bing retargeting ideas
  7. LinkedIn retargeting ideas
  8. Twitter retargeting ideas
  9. The best retargeting tools

Here are the best ways to identify your retargeting audience

When it comes to specifying your retargeting audience you want to make your audience groups small enough so that you’re able to make interactions feel personalized, but large enough that it’s efficient for you to maintain. Other considerations to keep in mind are that your list size typically needs to be greater than 1,000 for many of the platforms to help expand your audience by matching in other similar people, and ideally you want to set them up in a way where people are not on conflicting lists at the same time and are predominantly seeing one type of ad. Let’s dig into some creative retargeting audience options you might not have considered yet.

Behavioral retargeting methods:

Pixel-based retargeting is a way to reshow your business to any anonymous site visitor. This method is a cookie-based technology that uses Javascript code to ‘follow’ your audience around the Internet. Be sure your privacy policy is up to date for GDPR if you’re using this method.

1. Website pages & clicks

Look at the pages visitors browsed on your website. And the clicks made. You can target by either. Target specific URL visits, such as visits to the shopping cart, product pages, product collections, and more. Abandon cart (where someone visits your check out page but does not check out) is one of the most important campaigns to set up, and it’s a campaign you should use increased bids on. Highlight free shipping, limited quantity or hassle-free returns in your ads.

For clicks, try to get customers to express their exact pain point by clicking on it, literally, using buttons on your web pages or embedded within emails. Try to identify the 2-3 biggest pain points your product addresses (save time, make money, look good, etc). Then, create ads that speak specifically to those pain points, and take your visitors from top of funnel to the bottom.

2. Frequency

You can target visitors by the number of times they’ve been to your website, or the number of times they’ve viewed specific pages. For example, if they’ve viewed a certain product multiple times, you might consider offering them a discount on it. Or, if they’ve engaged with blog posts multiple times, you could offer them an ebook.

3. Time on site

You can target visitors by time on site. Similar to a brick and mortar store, the longer someone spends interacting with a shop, the more likely they are to buy. So, retargeting the visitors who stick around say for the top 20% most of time, could help you reach more people just on the cusp of purchase.

4. Recency

Target by how recently a visitor has been on the site. If you have enough volume, consider setting up a campaign for those who have visited in the last 24 hours-48 hours. This one is critical, because most people visit multiple stores online before making a purchase, and are likely to finalize their decision quickly. This will help keep you top of mind.

5. Redirect link retargeting

If you have uniform email signatures (for example, for your customer support team and sales team) you can track clicks on certain links, and create unique retargeting audiences. If your sales team has the same link, these prospects are far down the funnel because they’ve engaged with sales and clicked a link at the bottom of their email.

6. Content retargeting

Reach people who have read your blog posts. Use blog post categories to split up your audiences in a way that you can customize ads they’ll care about. Or reach people who have signed up for a webinar or ebook, with an offer for a related product or a personalized session to apply the learnings (surface a critical takeaway to them in the ad!).

7. Youtube retargeting

90% of consumers claim a video will help them make a purchasing decision. YouTube audience lists can be used with remarketing lists for search ads on Google, as well as on Youtube (video ads!). So retarget based on actions specific to your Youtube videos, such as when viewers like, dislike, and share your video, as well as by how long they watched.

90% of consumers claim a video will help them make a purchasing decision. YouTube audience lists can be used with remarketing lists for search ads on Google+Youtube. Click To Tweet

8. Email retargeting

Target your email list directly through Google Ads (Customer Match), Facebook (Custom Audiences), and Twitter (Tailored Audience). All of these can help you reach your email list effectively, so that you can reinforce the message of the email, especially for those who did not open.

9. Mobile app retargeting

A Localytics study shows that 21% of mobile users will abandon an app after just one use. Those are highly engaged folks – don’t let them slip away! Target people who have visited your mobile app. Based on mobile behavior, serve personalized ads to encourage users to re-engage, re-install, or complete a down-funnel conversion.

10. Free trial folks

Remind people when their free trial is going to expire. Presumably this is a highly engaged audience, and you’ve caught them at the right time of their buying cycle because they’ve chosen to sign up. Give them an offer to extend for another month for a low price!

11. Chat messenger engagement

You can target people who have interacted with your chat messenger. This could be a great way to build customer loyalty by finding out if they’re satisfied with the experience, or suggesting a next best step or piece of relevant content.

12. Page errors

The negativity effect, is the notion that, even when of equal intensity, things of a more negative nature (e.g. unpleasant thoughts, emotions, or social interactions; harmful/traumatic events) have a greater effect on one’s psychological state and processes than neutral or positive things. And, hitting a page error is a real bummer. Win these folks back over with some sort of added bonus or something that makes them laugh! Help them find what they were looking for.

13. Just purchased

When a visitor purchases for the first time, you have an opportunity to make a great first impression, as well as to upsell additional related products (i.e. get an HDMI cord with that TV).

14. Purchased and item is about to expire

Target customers with a product that they bought with a shelf-life is about to expire and offer them a chance to reorder. For example food purchases, printer cartridges, a subscription that’s about to run out, or even an item that’s about to leave your store or their geographic location permanently.

15. Search ads lists

Remarketing lists for search ads (RLSA) is a Google feature for creating specific text ads exclusive to specific retargeting audiences. This is particularly effective to use for brand name searches.

List-based retargeting methods:

Another way to target is by building lists based around customers’ demographic and firmographic data such as geography, age, company, and interests. Let’s take a look at a few ways to splice and dice your lists.

16. Cross-sell customers

41% of overall eCommerce revenue in the US is from repeat shoppers. That means you should be talking to your customers! Retargeting is a way to do that. Based on previous purchases, make recommendations for related future purchases, or take a branding approach and reward them with a thank you ad, or ask them to recommend your product.

17. Up-sell customers

Similarly, you can feature add-ons for products customers already have. Create ads that show what they’ll love about your latest product features, or create a branded series of ads featuring new releases as they come out. You can link back to a product updates page where customers can learn more. Don’t forget about upselling your freemium users too (extended time-based offers tend to work well)!

18. CRM retargeting

Export your CRM email list to a retargeting platform such as AdRoll to match the email addresses to social media accounts and other platforms like Gmail. These platforms already know when the email address owner is logged in, so you can reach them. This is a great way to reach specific accounts, so you can engage employees around a purchase decision maker, and it’s a way to expand your audience reach by letting the tools find similar audiences based on your list.

19. Competitor retargeting

You can retarget audiences that have shown intent or browsing behavior that took them to competitor sites through AdRoll, Quantcast, and Google Ads. On Facebook you can use Audience Insights to see your competitors’ audience.

20. Linkedin connections

You can target your people’s linkedin connections. You could get lists of your sales peoples’ connections, or if it’s your company, you could target your own connections.

21. Account-based retargeting

Engage with decisions makers and employees at a company, to push decisions over the edge. Set up a brand campaign using peer pressure like customer testimonials and stat proof points to reach your top accounts.

22. Multi-year clients

These folks are your winner winner chicken dinners! Ensure they’re well taken care of. Sometimes this can mean targeting them with ads that help them get more out of products they already have. Or congratulating them for certain milestones they’ve achieved in their customer journey (for example their anniversary of being a customer!).

23. High/low-value customers

Not all customers are equal. Make sure you’re rewarding your high-value customers, or help low-value customers become more valuable.

24. Find audience interests no one else is targeting

Here’s a clever way to reach an audience on Facebook that your competitors haven’t discovered. Use Detailed Targeting on Facebook to pick words related to your company, then put those in Audience Insights to reveal more details about how to narrow down your audience, such as male/female skew and ages.

Also, see which competitor ads are doing well by searching on Facebook. Go into the comments of the top performing ad, and hit Command Find to look for people who actually bought it by searching “buy” or “got this”. Open those peoples’ profiles, and look at their Likes. Target those interests or use them as filters.

25. Exclude your employees!

Don’t forget to scrub your own employees’ email addresses from your lists.

Here are some examples of effective retargeting ad creative:

It’s not just enough to reach the right audience, you have to give them a compelling message. Here are a few creative ideas for doing just that:

1. Include limited-time offers

Offer discounts to repeat product page visitors. Offer free shipping. Offer a free trial. (Get more offer ideas here.) For any offer, ensure it has a short time-frame, such as one week or less, to drive action while the visitor cares.

2. Overcome sales objections

Not everyone is as compelling as Dwight Schrute. Identify the key reasons customers are hesitant to purchase, and address these in your ads. If it’s price, show benefits (your why!) to heighten value. After all a penny saved is only a penny; while a penny invested can become much more! Or it it’s price, offer a discount on their first purchase. If it’s not a good time, add urgency by highlighting limited stock, or the number of other people adding it to their cart or viewing the product. If they need to talk to their team, retarget with a one-pager that helps them pitch internally to get buy-in.

3. Show products they care about using dynamic ads

Dynamic retargeting helps you create image ads at scale so you don’t have to individually create hundreds or thousands of product/offer specific image and text ads. Highlight specific products, or collections of products they’ll care about based on what they’ve interacted with.

4. Use urgency

Nothing gets people making decisions like crunch time. Use a 48-hour offer to incite action. Highlight how limited stock is. Share that other people are looking at the product. Share how many people purchased on the last day. You get it!

5. Refresh your creative once per month.

When AdEspresso conducted a study of remarketing ad frequency, they found that the ads that were shown more often resulted in a decreased CTR and an increased CPC. People get tired of seeing the same thing! So about once every 30 days, bring some newness to your creative.

6. Or limit number of views

On certain platforms such as Facebook, you’re able to use automated rules to specify that if someone views your ad a certain number of times, the ad should no longer be shown to them. Try setting your limit to fewer than five views, because it takes about three times to make an impression.

7. Feature a real human face

There’s nothing that humanizes an ad more than, well, a human! People connect with other people. By humanizing your ads, you make the experience feel more personalized and real. There have been some studies that show ads with faces get viewed longer. This can be a particularly nice tactic when the face conveys your full point – for example, you want to build relationships with customers, or you want to position someone in your company as an influential thought-leader.

8. Show them why they love your brand

Bring out the best of your brand’s character by making them laugh, or by reinforcing your main brand message.

9. Personalize

Speak to specific personas, and personalize your CTAs. You can even let people know why they’re being targeted. For example “Saw you left something behind in your cart.”

10. Create sequential campaigns

Take visitors from the top of your funnel to the bottom through a series of progressively more aggressive offers. Get them to learn, then shop, then buy (use those CTAs!). Don’t be afraid to try an ad set going right from top to bottom though – some visitors are going to be ready before others.

Create sequential retargeting campaigns guiding from tofu to bofu. Get visitors to Learn More, then Shop, then Buy now (use those CTAs!). Click To Tweet

11. Price sensitivity

Test a price sensitivity drip. As price sensitivity continues to increase and affect consumers’ decision-making, companies should use promotions, coupons, value-driven messaging and price discounts as key drivers within their ads – but only to price sensitive customers!

12. Capitalize on big calendar days

Be sure to engage customers during peak periods for your product, for example holidays like Valentine’s Day, Christmas, etc.

13. Achievement retargeting

Retarget your most active users, or users who purchase the most, with high-value exclusive offers, such as first access to sales or early access to new product features.

14. Cross-channel consistency

Ensure your audiences are getting the right message, by including a consistent feel for your brand. Keep your type of imagery consistent (photos vs graphics vs illustration) as well as your tone. Consider mimicking your website’s colors for memory.

15. Use peer pressure

Include social proof by showing tons of happy customers. You can include testimonials or stories from existing customers or influencers. On Facebook, first post your ad organically and then boost it with paid, so that everyone sees all the likes.

16. Answer common questions

Check out what people search for related to your product, and what top answers contain. Then, highlight those elements in your ads. Type your interest into Google to see what questions come up. Answer those questions on your site, and play up those benefits in your ad copy. For example if your product is a chair, and top answers address stress and comfort, use those words.

17. Create ads that play up your benefits vs. competitors ads

On your competitors’ Facebook page you can see any ads they’ve ever run using Facebook’s new transparency feature. Go to their Facebook page, scroll to the bottom right, click See More under Page Transparency. Click Go to Ad Library. Make sure your ads have a “come-back” for every point they’re hitting.

18. Time-delayed ads

Create week-long drips where you progressively move people further down the funnel based on their specific pain points. You could match these well with an email cadence. You can also remind them how much time has passed using a progress bar.

19. Make a separate landing page

Consider creating a special landing page experience for some of your biggest audiences. Limit the choices on the page, and try to create a clear funnel to purchase. Think about Amazon’s check out experience – you want to minimize distractions.

Check out amazing retargeting ad examples for B2B and ecommerce:

Here are some of the best Facebook ad examples, some great LinkedIn ad examples, some B2B ad examples, and B2C ad examples.

Now that you have some ideas for types of retargeting audiences and ad creative, let’s take a look at how to maximize your retargeting efforts on specific channels that are available.

Explore creative retargeting ideas for top digital marketing channels:

Facebook retargeting ideas:

53% of buyers say Facebook informs their purchase decisions, so it’s definitely a place to consider retargeting.

1. Use dynamic product ads

Facebook makes it really easy to show people products they’ve already looked at. And this ad type converts well: The Honest Company saw a 34% increase in CTRs and a 38% reduction in cost-per-purchase when using Dynamic Product Ads.

2. Reach search ad visitors

You can use Facebook to retarget the visitors who got to your website from a search ad. This audience has a clear need that your product solves. Don’t let them get away!

3. Spend more on recent visitors

Spend more of your retargeting budget on visitors who have been on your website in the last 24 hours. You want to be front-of-mind during the time they’re creating their consideration set.

4. Target blog readers

Use Facebook Boosted Posts to amplify your blog’s reach, because Facebook is a network where people share articles they enjoy. Exclude people who have already converted by downloading something.

5. Target based on Facebook engagements

Create Facebook Custom Audiences of people who have engaged with your videos, any specific types of Facebook ads, or your page posts.

6. Reach inactive users

Try to bring in-actives back. Create Custom Audiences based on inactive users’ emails or by users that show no in-app activity. Use peer pressure or engage them; ask them what they wish was better about your product, etc.

How to retarget on Facebook

1. Make your audience list.

Create a list of contacts based on their activity (pages they’ve visited, content they’ve consumed, etc) & their lifecycle stage (new, engaged, repeat, etc).

2. Upload the list.

To create a customer list by uploading a .csv, login to Facebook. Click “Manage Your Ads” on Facebook’s advertising home page. Click “Audiences” on the left.

3. Select your goal.

Hit the green “Create Ad” button in the top right of Facebook’s advertising home page. Pick your campaign goal, and input the landing page URL.

4. Select your audience.

In the custom audiences box, select the list you uploaded. Make any necessary adjustments such as limiting to the US, if you don’t ship worldwide.

5. Set your budget.

Start with a low budget, as Facebook optimizes creative performance. Bump it up after 5 days. Leave the bidding to “Optimize for Website Click.

6. Create your Facebook ad.

Image size is 1200 x 628 pixels and can only have 20% text. Try using a customer story as the text portion of your ad.

7. Complete your Facebook order.

Click the place order button on the bottom right of the screen.

Google retargeting ideas:

Google is the biggest search network in the world. However they did just announce plans to phase out support for third-party cookies in Chrome within the next two years. Here’s how to take advantage of their retargeting today:

1. Accelerate ad delivery

Accelerate ad delivery so visitors see your ads faster after being on your site. Accelerated delivery shows your ads more quickly until your budget is reached, so you can hit people on your list as soon as they’re browsing the Display Network.

2. Broaden your language targeting

Your website visitors are probably accessing from around the world and as a result may speak another language or may even be multi-lingual. So in your campaign settings select to target all languages.

3. Use responsive ads

Select responsive ads, which will automatically adjust their size, appearance, and format to fit pretty much any available ad space. This way your ad becomes a banner ad on one website and a dynamic text on another, ensuring your images are optimized for their context, and saving you time.

4. Use RLSA

This enables you to target past visitors on the Search Network. You can target and customize search ads for these past visitors while they search on Google and Google’s Search partner sites.

5. Exclude mobile games

It’s too easy to “fat-finger” on mobile, especially during an interactive gaming experience. You don’t want to pay for accidental clicks. Consider excluding mobile game placements from your ads by clicking the Placements tab, then clicking Exclusions.

6. Use local inventory ads

Brick and mortar locations can use local inventory ads. To do this just log in to your Merchant Center account, click the three-dots in the upper righthand corner, and select Merchant Center programs.

7. Adjust bids intelligently

Adjust bids (increase them!) when shoppers are closer to your store (Google lets you know proximity) and during open and high-traffic hours (for example times when search volume are high).

8. Gmail placements & Discover

You can even target visitors through their Gmail promotions tab, as well as in Google’s updated visual discovery feed. For list targeting on Gmail ads you need a minimum of 100 active visitors.

9. Use lead form capture ads!

These were just released and are still in beta for some folks. Ask your rep for access. They’re exactly what they sound like – a way to get lead information captured within a form right within the ad. They’re a good fit when you’re trying to engage audiences where you only have an email address so far, or nothing, or very little information about the visitor and need a more complete form fill.

Here’s how to get your Google retargeting campaign set up.

Bing retargeting ideas:

And as of May 2016, Bing’s market share was growing while Google’s was dropping. Furthermore, the search engine receives 11 billion monthly searches and 59 million users that are exclusive to Bing. So don’t ignore it! Here’s how to maximize it:

1. Use Bing product ads

Bing’s Product Ads feature lets you display your products right on the SERPs.

2. Analyze your top movers

Bing highlights a section of Top Movers for you. Which is a list of the campaigns and/or ad groups that have experienced the largest performance change––by size, not percent––during two specified time frames. See why your bright spots are working well, and try to replicate that.

3. Highlight local ties

Bing aggressively matches queries with local results. Adjust your campaigns for this by bidding for close variant keywords, especially if you have a retail location.

4. Use ad extensions 

Check out Ad extensions for additional functionalities, to get more out of your ad sets.

5. Think voice

35.6 million Americans used a voice-activated assistant device at least once a month in 2017. Optimize your ads for voice-based keywords by answering questions.

6. Exclude Search Partners

Bing displays your ads on their Search Partner sites, which are all the sites in the Yahoo! Bing Network that aren’t Yahoo! or Bing. These tend to be niche sites you might want to opt out of, as experts argue the program doesn’t get you the highest quality traffic.

Linkedin retargeting ideas:

With over 500 million members consisting of 73 million senior-level influencers and 45 million decision makers, LinkedIn is definitely a platform to consider. Apparently, LinkedIn’s members have 2X the buying power of the typical website audience, and 4 out of 5 LinkIn users drive business decisions. And, when it comes to B2B sales, LinkedIn lends itself well to content consumption, which is critical to remaining top-of-mind during longer sales cycle.

1. Start with Matched Audiences

Retarget website visitors, market to contacts from your customer databases and marketing automation platforms, and reach decision-makers at target companies for your account-based marketing programs.

2. Use lead gen forms for retargeting

LinkedIn’s lead generation forms capture a user’s information with pre-filled fields. You can automatically populate the collected information into Salesforce or other CRM platforms. And, Search Engine Watch found that lead generation forms on LinkedIn lead to a stronger CPL and CVR than lead forms on the site or other on-site actions.

3. Use Sponsored InMail for bofu visitors

Sponsored InMail allows you to contact your LinkedIn prospects directly through their personal LinkedIn inboxes. Using Sponsored InMail as a communication touch point with someone you’ve already warmed up is the best way to go.

4. Crush it with content

LinkedIn is a business network, that as a company is focused on propelling business content. You’ll do well when you align to their objectives. Your retargeting ads can feature stats, influencer quotes, a detailed customer success story, a video success story, an ebook, or simply a question that provokes engagement.

 5. Use the Elevate platform to propel content further

Use Elevate to encourage employee sharing of the same content you’re running in your re-targeting. This helps to expand your brand messaging further, and maintain consistency.

Twitter retargeting ideas:

The shelf life of a single tweet is four times shorter than a post on Facebook, and the average lifespan of one tweet is only about 18 minutes. That means things fly by on this network, and spending money is the best way to ensure staying power.

By reaching recent visitors to their web properties with Promoted Tweets, Hubspot saw a lift in engagement rates of 45% with tailored audience campaigns over their historical averages.

1. Promote on popular days

According to Buffer, tweets posted on Friday, Saturday, and Sunday have higher CTRs than those posted during other days of the week.

2. Use hashtags in your retargeted tweet

Personalize the ad and reach more people by using the right hashtags. Find your most popular hashtags by using Twitter analytics.

3. Conduct a poll

Twitter lets you create polls, which make a very compelling ad unit for a dis-engaged audience. Get them to think about your brand again, with a question they simply can’t resist answering.

4. Include an image in your Twitter retargeting ad

Don’t forget to include an image, because this will help your ad stand out within a fast-moving feed. Funny .gifs will go furthest, and keep in mind that people love pets.

5. Reach your mobile app audience

Use conversion tracking to collect data on who uses your mobile app. Then, reach groups of people who have taken a specific action in your app, such as install or sign up. 

Here’s how to set up your Twitter retargeting. Get started here.

The shelf life of a single tweet is 4 times shorter than a post on Facebook, and the average lifespan of a tweet is only about 18 minutes. Click To Tweet

Explore some helpful retargeting software:

Looking to take your retargeting to an even more sophisticated level? Here’s a look at some of the best retargeting software and services available in 2020:

  1. Criteo: Best for advanced marketing at a large company because it’s expensive. Knowledge from 1.9 billion active monthly shoppers informs their AI engine which combines DCO+, Product Recommendations, and Predictive Bidding.
  2. AdRoll: As an official Facebook partner, they’re one of the easiest-to-use platforms for customer retargeting on Facebook.
  3. ReTargeter: Best all-in-one solution for a large business. Offers site retargeting, Facebook Exchange, CRM Retargeting, email retargeting, search retargeting, and short tag.
  4. Justuno – Best for mid-size businesses with small marketing teams. Their AI-driven suite of conversion tools creates smart visitor profiles. And, they help with initial setup and provides ad creative services.
  5. SteelHouse – Best for large companies with audiences that aren’t online. The strongest performingConnected TV ad platform in the world.
  6. Perfect Audience: Best for small businesses. For online stores using platforms like Shopify, 3dcart, Magento, and Volusion, Perfect Audience is an easy way to retarget visitors who leave without buying on mobile, web, and Facebook.
  7. Rubicon Project: Best for search retargeting for large companies (target an audience decided by a recent search they performed on Google, Yahoo, or Bing) because you get access to more than 8 billion search events and search data from Google, Bing, and Yahoo.

Everything else you need to know about retargeting, answered:

How do I create a retargeting ad?

Create your audience by making a list of email addresses in a .csv file, such as everyone who abandoned cart. Select the channels to run your ad on such as Facebook, Bing, Google, and LinkedIn. Login to the advertising platform. Create a new campaign. Upload your audience, and narrow it with demographics and firmographics. Make your ad creative a compelling offer with urgency.

What is the difference between remarketing and retargeting?

Retargeting is a type of remarketing. Remarketing is marketing again to someone who has previously interacted with your business. Retargeting is a specific method to reach those people with ad messages. Retargeting ads can run on Google, Facebook, and more.

How important is retargeting?

Retargeting is very important, because less than 90% of people who interact with a business the first time will make a conversion action. To drive more business, you need to get visitors back to your website again.

How do I retarget visitors to my website?

Capture their email addresses or install a pixel, to create a list of people. Narrow your list based on their actions taken, and what phase of the buying process they’re in. Select the network where most of your audience is: Google, Facebook, Twitter, etc. Set up ads that are personalized and compelling with a limited-time offer.

Now you’re ready to create the best retargeting marketing campaigns!

Whew, you made it! Because you learned something new about retargeting would you be willing to send $7 to my Paypal tip jar?

Up next, read all about more digital marketing trends to use this year.

Inspired by Your Toddler Tour Guide.

You’re probably spending a lot of money on retargeting. Like close to $1,000-$10,000 a month. Hopefully something you learned in this post helped you make your spend more efficient, and helped you avoid losing a ton of money:

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Bing gets 11 million searches/month. Don’t forget to run retargeting there, because Bing’s Product Ads feature lets you display your products right on the SERPs. Click To Tweet

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By Megan Mitzel

I'm the wearer of overalls behind the marketing advice website Marketing Overalls. I'm also a senior marketing director with more than ten years of experience leading acquisition and lifecycle marketing at successful startups. Before that, I got a business degree at UNC-Chapel Hill. Before that, I owned a seashell shop. And that's the tea on me.