Retargeting sounds "dangerous" at first. But anyone who deals with Facebook marketing will not be able to avoid dealing with the topic.
And even if you are perhaps not (yet) familiar with the term, you have definitely already stumbled across retargeting.
How it works
You have probably already experienced this. You visit a shop on the internet, look at a certain product and it follows you everywhere from then on. You are on a completely different website or on Facebook and others social media channels and suddenly see the product again - either directly in your timeline or on the side of the website. This is no coincidence, this type of marketing advertising is called retargeting.
You have already shown that you are interested in this product and so the spreading loss is kept very low. This is stored on your computer in a harmless cookie, which is nothing more than a small text file. Since you have shown interest, it is also assumed that the advertisement does not annoy you but supports your purchase decision.
Should every website operator rely on retargeting?
If you own an online store or sell another product on your website, it is a good idea to invest in online advertising. If you embed a small pixel on your website in advance, which is nothing more than a bit of code, you can keep retargeting the users of your site who have already been to your site. This makes sense, of course. After all, a customer often doesn't buy until the seventh contact with the Shop - whether online or offline.
Retargeting therefore helps you to convince your customers and bring them back to your website. Seen in this light, retargeting is also a form of customer retention.
By repeatedly displaying the advertisement, your potential customers will be told that you are the best address for this product and they will - probably - not look around on other websites.
Targeted marketing advertising
Targeted advertising is in any case more cost-effective. Even if the price for the customer's actual click is higher, it can be assumed that the customer will be much more likely to buy the product when he gets in touch with it again than a completely new customer who may have the intention to inform himself about the product.
Retargeting helps to show the advertisement only to customers who have already expressed an interest.
Criticism of retargeting
Users can quickly feel "followed" by the retargeting. They get the impression that data about their suffolk behaviour is collected without their consent, so that they can be addressed again and again - without this being desired. This also puts data protectionists off against retargeting. From the point of view of an online shop operator, retargeting makes absolute sense, but from the user's point of view it should not be too much of a good thing. With a so-called frequency capping can online marketer determine the display frequency and take advantage of this. Because once you start thinking about yourself, it quickly becomes clear: nobody wants to see the same advertisement over and over again. If this happens during the marketing ad blocks on television, we simply switch over. If this happens on the Internet, we could resort to an adblocker and switch off the advertising completely.
Once this has been done, you will not be able to retrieve customers who have already had the item(s) in their shopping cart and possibly only belong to the group of "shopping cart dropouts". This target group is already convinced of you, they only have to make the last click to complete the purchase. Annoying this marketing target group refers the customer of your shop.
So if you decide to retarget, you should handle it carefully so as not to upset your potential customers.
Conclusion
For online retailers and online marketers in general, retargeting to FacebookGoogle and social media channels a blessing. After all, it ensures that the scattering loss of advertising is low and thus the costs do not shoot up to unimaginable heights. Nevertheless, it should be handled sensitively. The saying "Do unto others as you would have them do unto you." fits perfectly here. Each of us is surrounded by tons of advertising every day, and we also have a relatively high tolerance when it comes to advertising. However, when it gets to be too much, it upsets us and we take some effort and also invest our time to turn off what upsets us.
So if you use retargeting wisely, it will help you increase sales without upsetting your customers. On the contrary, your customers might even take your cautious advertising as a reminder and return to your website to finally close the sale.
Tip: Please also read our article about Google Adwords and remarketing and Google Analytics to realize the full potential on your website and in your social media channels.