It happens that after visiting the site, after some time, when you re-work on the Internet, an advertisement of those goods and services that the user was viewing appears. How should this be regarded: coincidence or persecution? No, this is an advertising mechanism called "retargeting". What's this? Repeatedly repeated advertising on the screens of potential buyers, that is, those who viewed the website but did not make a purchase. Retargeting in translation means "reorientation" (return) and may be referred to as remarketing.
Description
According to US analysts for 2010, the percentage of people who visited electronic stores and purchased goods was 2%. This means that there are 98% of guest visitors who can be returned to the site and turned into customers. Retargeting comes to the aid of marketers. What is this tool and how is it different from banner advertising?
The advantage of the retargeting method is that the buyer is interested in the product / service, because he visited the site, while the banner adviewed by all people, including those who do not need to purchase promoted goods. Accordingly, the funds spent on PR of a service or product in this case are higher than with retargeting.
Technically, retargeting is ads on separate web sites where ad impressions are placed.
Technical implementation
Today, ad retargeting is widespread. You can set retargeting "VKontakte", Google, Yandex, Facebook.
How is this implemented technically? The advertiser's website has a JavaScript code that sets a cookie in the visitor's browser. When visiting other sites, the user is shown contextual advertising.
Reorientation of a visitor into a potential buyer occurs anonymously. A person who viewed the information on the site and later saw the advertiser's ad does not risk anything. Ads are just a reminder about the site and that you need to return to it and make a purchase.
Views
- Search retargeting is based on instant action without a prior relationship between the visitor and the advertiser. This type of retargeting works on keywords set in the search engine. Activated keywords of the advertiser, if they match the user's request, display a banner ad on the last screen, regardless of the previous visit to the web resource.
- Social retargeting. What kind is this? Social resources are actively developed in order to attract morenumber of users, and are trying to implement useful features and expand the capabilities. That is, through social networks, you can successfully set up sales and find new customers. Advertising finds its audience through the social interest shown by users through likes, statuses and retweets.
- Classic look - retargeting after visiting the site. Tracking the network activity of a website visitor and displaying banners while visiting other Internet sites.
- Behavioral retargeting. The selection of the audience for displaying banner ads comes from the history of search queries, social media profiles and visits to certain web resources.
Retargeting base
To send ads to future customers, you must have a user base. For example, using VKontakte retargeting, you can use two options for filling the database:
- Copy the code provided by the social network to your website.
- Upload the customer base collected using online services.
In any case, setting up retargeting increases the number of visitors who have completed the target action on the Internet resource.
Self-assembled base
Such a database can contain 3 types of data: ID number in the social. networks; email or phone number that the user specified during registration. You can get them through free services by asking them to sort users who are related to any popular community, for example, byselling baby clothes.
There are also paid programs for obtaining information about potential customers or, in general, ready-made databases, the quality of which can be checked only after payment.
The base can be compiled from company subscribers or emails left for newsletters.
How to apply the customer base?
To target advertising "VKontakte" you need to check the box next to the "Advertising" function in the settings of your personal page. Go to the "Advertising Campaign" section, where you can create retargeting groups. These groups are loaded with the collected databases, which will be used to demonstrate the ad.
If there is no systematized data, you can create groups using the code provided by the social network. The code must be copied, for example, to the main page of your site. After that, information about the audience of users who went to the external site and became interested in the goods or services that it provides will appear in your personal account.
Yandex retargeting
Retargeting is also used in other traffic sources, such as Yandex Direct. To select users who will be shown ads on Yandex partner sites, a metric is set. Without this tool, targeting ads in Yandex will not work! With the help of metrics, you can calculate the number of people who: visited the site; adding items to the cart;placed an order. The advantage of "Yandex Metrics" is the ability to set goals, that is, you can set a counter of users who have visited the "Cart" or "Thanks for your purchase" page.
So, in order to set up "Direct" retargeting, you need to have: your website with the installed counter (metric); more than 100 visitors and ads with different ad targeting conditions. Doesn't show ads on Yandex search page.
Disadvantages of retargeting
Undoubtedly, this powerful sales tool through targeted appeal to the user, if used ineptly, can do harm. The main flaws of the mechanism:
- Excessive obsession. Error in ad timing. The buyer could have already bought the goods or by mistake go to the seller's website, and for a month an announcement flashes through him about the need to purchase the thing or service.
- Stress effect. Many netizens may feel psychological discomfort caused by the feeling of constant surveillance. It's good when the ad has a warning about why this particular person constantly sees this ad.
- Unable to track offline orders. Demonstration of advertising to a person who made an order by phone. That is, the system does not take into account offline orders and automatically takes the site visitor into circulation.
The benefits of retargeting in numbers
Retargeting - what is it? Where and how is it used? Having answered these questions, it's time to consider the effectiveness of the toolmarketers. The best proof of the mechanism will be real numbers.
- According to research, 3 out of 5 shoppers in the US pay attention to ads when browsing another site.
- Consumer response to banner ads: 30% positive; 59% are neutral and the remaining 11% are negative.
- CTR increases by 50% after 5 months of 1 ad placement.
- Primary objectives of retargeting: Increasing revenue and attracting new customers – 33% each; website recognition - 16%; website promotion – 12%.
