Get more out of paid ads with retargeting

Paid media is one of the strongest means of growing your online presence and reaching new audiences by paying to cut through the noise of daily content to reach people. Paid media includes search, video, display and social media ads on platforms such as Facebook, Instagram, Google, YouTube and more. With continuously changing algorithms for every platform (including Google, Facebook & Instagram), it is increasingly difficult to keep up with these and try to compete in a flooded market of organic search results and newsfeeds in an attempt to grow your page or increase web traffic. If you are running paid ads online, it is important to consider how you advertise to people who have never heard of you versus those who have been to your website previously. These customers are at different stages of their purchase process, so the goal is different for each group. This is where retargeting ads can be a powerful tool for turning those warm leads into conversions.

What is retargeting?

Retargeting is creating ads for people who have already visited your website. This is done via tracking pixels placed in the back end of your website for each platform you are running ads on, so that these ads can then appear to visitors after they leave your site using cookies. If you’re ever visited a brand’s website or looked at a particular product, and then seen ads for this brand or product on Facebook or YouTube, this means that you have been retargeted to. If you don’t quite understand the technical side of pixels and cookies, that’s okay- all you need to know is that it is possible and is a fantastic tool to keep your business or product in the mind of a warm lead which could lead to a purchase.

Build your audiences

The first step is to decide what platforms you are looking to pay for ads on as each platform will have their own tracking pixel that needs to be installed on your website. Many platforms like Facebook and Google will allow you to then segment your audiences, so you can either target all website visitors or create groups based on which pages they visited on your site. This can, however, be dictated by how high your website traffic is; most platforms required audiences to be a minimum size before they are able to be used to target. Most windows for audiences at 30 days, so you may need to allow some time for your audiences to build before scheduling retargeting ads. If your traffic is relatively low, you may only be able to target all visitors in a generic way or if your traffic is high enough, this opens your options to very specific targeting.

Get strategic with your ads

Brands with websites that have high traffic numbers have the advantage of utilising very specific targeting that feels individualised- for example, if you view a particular piece of clothing and are then shown that piece in a Facebook Ad later. You can create audiences of visitors that took different actions on your site such as made a purchase, submitted a form, or visited a product without purchasing. However, if you don’t have enough traffic or the need the narrow segmentation for your business, you can still target visitors strategically to keep your brand at front of mind for those who have already considered your business.   Keen to start retargeting? Adllins Media can help.

If you’re running paid ads and aren’t happy with your results, or just want to start utilising this tool, chat to our experienced team here at Adllins Media about how we can help revamp your paid media strategy. Contact us to discuss ads for your business on 07 4031 1889 or send us a message.



Digital Media Tips


April 2021