Retargeting
What is Retargeting in Growth Hacking?
Retargeting is a digital marketing strategy that focuses on re-engaging users who have previously interacted with a website or app but didn't convert. It involves showing targeted ads to these users as they browse other websites or social media platforms, aiming to bring them back and encourage them to complete a desired action.
Synonyms: Remarketing, Behavioral retargeting, Ad retargeting, Pixel-based retargeting
How Retargeting Works in Growth Hacking
Retargeting works by placing a small piece of code (often called a pixel) on your website or app. This code tracks user behavior and allows you to serve personalized ads to those users on other platforms. For example, if someone views a product on your e-commerce site but doesn't make a purchase, you can show them ads for that specific product as they browse other websites or social media.
Why Retargeting is Important for Growth
Retargeting is a powerful growth hacking technique because it focuses on warm leads – people who have already shown interest in your product or service. This targeted approach often leads to higher conversion rates and better ROI compared to broader marketing strategies. By keeping your brand top-of-mind, retargeting helps nurture potential customers through the sales funnel.
Examples of Effective Retargeting Campaigns
- E-commerce: Showing ads for products a user has viewed but not purchased.
- SaaS: Reminding users about a free trial they started but didn't complete.
- Content marketing: Promoting premium content to users who have engaged with related free content.
- Travel: Displaying ads for hotels or flights to users who have searched for travel options but haven't booked.
Frequently Asked Questions
- What's the difference between retargeting and remarketing?: While often used interchangeably, retargeting typically refers to serving ads to past website visitors, while remarketing can include broader re-engagement strategies like email campaigns.
- How long should I run retargeting campaigns?: The duration can vary, but most experts recommend running campaigns for 30-60 days after a user's initial visit.
- Is retargeting invasive to user privacy?: While some users may find retargeting ads intrusive, modern platforms offer privacy controls and opt-out options. It's important to balance effectiveness with respect for user preferences.
