How to Use Retargeting Ads to Increase Sales in Your eCommerce Store
Ever since the lockdowns during the COVID pandemic ended, retail and shopping has never been the same. In fact, according to the data from by IBM, the shift from traditional retail to ecommerce actually advanced by about five years.
Think about your most recent purchases, about the last time you visited a physical store just to buy an item or two. Chances are, if you could have ordered the item online, you might have. In fact, it’s been said that globally, 49% of consumers shop online more often than they did pre-COVID.
However, the problem is that when you have a growing multitude of products all clamoring for attention, making your ecommerce store stand out becomes a huge undertaking.
Picture this: that after you’ve spent so much time and money setting up your online shop, designing your website, curating your products but you find out that a considerable number of visitors come, linger for a moment, and then slip away, leaving behind nothing but abandoned shopping carts.
As an agency that provides eCommerce consulting services, we can say that this scene is all too common for many eCommerce businesses, and it’s here that retargeting strides onto the stage.
The Role of Retargeting in Ecommerce Success
The virtual landscape is vast, and attention spans fleeting. Often, potential customers explore your store and your products, only to be whisked away by the ceaseless stream of online distractions.
Retargeting, like a diligent shop clerk, steps in where potential customers make their exit. It’s a strategy that aims to rekindle the interest of those who have once ventured into your store. How?
Retargeting does this by tailoring ads to specifically target these visitors across other digital platforms and spaces, reminding them of the unfinished business they left behind in your store.
Cart abandonment, after all, is one of the greatest banes of every online store, with 69.57% of online carts ending up abandoned.
Imagine a customer pushing a cart through the aisles of a grocery, only to abandon it at the cash register and leave. Retargeting acts like the diligent shopkeeper tapping this person on the shoulder, saying, “Hey, you forgot something amazing back there!”
What Is Retargeting: Reminding and Persuading
Imagine passing by a local bakery on the way to work, the delicious aroma of freshly baked bread lingering in the air. It’s the first time you see this bakery, and so you’re not too keen on buying anything. However, the next day, as you head back out to work in the morning, the sweet scent reappears and remains with you, tempting you to finally try out their baked goods.
Retargeting works in a similar way, leaving a digital breadcrumb trail that gently reminds potential customers about the products they showed interest in. When visitors interact with your online store, small markers (aptly called cookies) are placed along their digital history. These markers help track their steps and understand their interests, forming the foundation of retargeting.
Just like a skilled archer aims for the bullseye, retargeting targets specific segments of visitors based on their interactions. For instance, if someone added a pair of sneakers to their cart but didn’t complete the purchase, retargeting can present them with an ad featuring those very sneakers, along with a gentle reminder that their cart is waiting.
Identifying Key Retargeting Opportunities
1. Abandoned Carts and Incomplete Purchases
Cart abandonment happens when potential customers express interest in your products but leave before completing the purchase. Retargeting swoops in like a friendly reminder tapping you on the shoulder.
When visitors leave items in their cart without checking out, retargeting ads can appear, presenting those products again. Think of retargeting like a considerate store employee tracking you down to make sure you didn’t forget anything before you leave the store.
2. Retargeting Past Customers for Repeat Business
In a real-world setting, retargeting is similar to a café where the barista remembers your usual order and has it ready every morning, the minute you walk in. Retargeting allows you to serve a similar personalized experience to previous customers who’ve already enjoyed your products or services and are more likely to make repeat purchases.
For instance, if someone purchased a camera from your store, a retargeting ad could highlight camera accessories or photography workshops. This tailored approach rekindles their interest and encourages them to explore more.
Creating Effective Retargeting Ad Campaigns
If you’re just starting out putting your entire digital marketing strategy together, we highly recommend seeking help from ecommerce consulting services. The last thing you want to happen, after all, is to bleed money for the sake of learning it all yourself. That doesn’t mean, however, that you shouldn’t have at least a basic understanding of digital ads and how to create them. That said, here are a couple of tips on how to get started creating and optimizing your PPC campaigns for retargeting.
1. Retargeting Strategies Based on Audience Behavior
Consider this scenario: You walk into a bookstore (that’s named, for example, Amazon), and the staff greets you with book recommendations based on your previous purchases.
Similarly, retargeting ads can be personalized to resonate with different visitor behaviors.
If someone browsed a specific product category, retargeting can display ads featuring similar products or related items, increasing the likelihood of engagement.
2. Designing Ads That Evoke Emotion and Interest
Think of retargeting ads as postcards sent to remind you of memorable vacations. These ads should evoke positive emotions and trigger fond memories of your store. High-quality images and creative visuals work like postcards capturing picturesque moments. When visitors see these ads, they should feel compelled to revisit your store and explore further.
3. Crafting Compelling Call-to-Action (CTA) Messages
Imagine you’re at that bakery again, and the aroma of fresh bread makes you crave a warm loaf. Now, imagine a sign inviting you to “Experience the Warmth of Freshly Baked Bread.” Just like that sign, retargeting ads need compelling CTAs.
Whether it’s “Complete Your Purchase” or “Rediscover Your Favorites,” CTAs should entice visitors to take action.
Leveraging Social Media for Retargeting
1. Utilizing Facebook and Instagram for Retargeting
Let’s say, for example, that you once attend a neighborhood block party, and you connect with fellow attendees who share similar interests. Social media platforms like Facebook and Instagram offer a similar gathering space online, and retargeting here can be remarkably effective.
Just as you’d strike up conversations with like-minded folks at a party, these platforms allow you to engage users who have previously visited your site.
Facebook Pixel and Instagram’s Insights gather insights like user behaviors, demographics, and interactions. This data is a treasure trove, helping you create tailored retargeting campaigns.
For example, if a user explored camping gear on your site, you can display ads featuring tents, sleeping bags, and other related items on their social feeds. This familiarity fosters engagement and encourages revisits to your camping haven.
2. Creating Custom Audiences Based on User Engagement
Now imagine that you’re hosting a dinner party, and you group guests based on their preferences, ensuring lively conversations and meaningful connections.
Similarly, social media platforms allow you to create custom audiences. These audiences are segmented based on factors like website visits, specific product views, or past interactions.
For instance, if a user viewed running shoes on your online store, you can retarget them with ads showcasing the latest running shoe models. This tailored approach increases the chances of conversions since you’re addressing their specific interests.
Google Ads for eCommerce Retargeting
1. Display Ads and Search Retargeting Options
Imagine this: You’re strolling through a bustling shopping district, and store windows light up with displays showcasing items you once admired.
Google Ads’ display network operates similarly. After a user visits your store, display ads can follow them across various websites, reminding them of the products they explored.
Additionally, Google’s search retargeting option is like a helpful guide in a massive library. Users who visited your store but didn’t make a purchase can be targeted with ads that appear when they search for relevant keywords. This way, your products appear at the top of their search results, directing them back to your online store.
2. Dynamic Retargeting for Personalized Product Recommendations
Now, when it comes to dynamic retargeting, think of it as a knowledgeable personal shopper. Just as a skilled assistant showcases items based on your preferences, Google’s dynamic retargeting displays personalized product recommendations.
The way this is accomplished is through an algorithm that analyzes user behavior and shows them items they’re most likely to be interested in.
If a user viewed a variety of women’s shoes on your site, dynamic retargeting can display a carousel of these exact shoes across different websites, reaffirming their interest and nudging them toward a purchase.
The Heartbeat of Your eCommerce Success
Overall, retargeting isn’t just about making sales—it’s about crafting meaningful connections with your audience.
By understanding the role of retargeting, your ecommerce store, once struggling with abandoned carts and fleeting interest, is now equipped to fight back against the never-ending swarm of distractions.
As an agency that offers ecommerce consulting services, we can’t help but recommend that you start creating retargeting campaigns for both your Social and Google Ads.
Remember, retargeting is the art of nurturing relationships and guiding potential buyers back to your virtual storefront. As you embrace this strategy, you’re not just attracting sales but building a community of loyal customers who find their way home.