It happens that after visiting the site after some time, when you work on the Internet again, an advertisement appears for those goods and services that the user was viewing. How to evaluate it: coincidence or pursuit? No, this is such an advertising mechanism called retargeting. What is it? Repeatedly advertising on the screens of potential buyers, that is, those who viewed the website but did not make a purchase. Translation retargeting means “reorientation” (return) and can be referred to as remarketing.
Description
According to US analysts for 2010, the percentage of people who visited electronic stores and purchased goods amounted to 2%. This means that 98% of the visitors are visitors who can be returned to the site and turned into customers. Retargeting comes to the aid of marketers. What is this tool and what is its difference from banner advertising?
The advantage of the reorientation method is that the buyer is interested in the product / service, since he visited the site, while banner ads are viewed by all people, including those who do not need to purchase the untwisted goods. Accordingly, the money spent on PR services or products in this case is higher than with retargeting.
Technically, retargeting is ads on separate web sites where advertisements are placed.
Technical implementation
Reorienting ads is widespread today. You can retarget VKontakte, Google, Yandex, Facebook.
How is this technically implemented? The advertiser's site has a JavaScript code that sets cookies in the visitor’s browser. When visiting other sites, the user is broadcast contextual advertising.
Reorientation of a visitor to a potential buyer occurs anonymously. The person who viewed the site information and later saw the advertiser’s ad does not risk anything. Advertising is just a reminder of the site and the need to return to it and make a purchase.
Kinds
- Search retargeting - based on instant action without prior visitor-advertiser relationships. This type of retargeting works for keywords specified in the search engine. When the advertiser’s activated keywords coincide with the user's request, they display the last banner ad, regardless of the preliminary visit to the web resource.
- Social retargeting. What kind of species is this? Social resources are actively developing in order to attract more users, and are trying to introduce useful features and expand opportunities. 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 view - retargeting after visiting the site. Tracking the website 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, profiles on social networks and visits to certain web resources.
Base for retargeting
To send announcements to future customers, you must have a user base. For example, using the VKontakte retargeting, you can use two options for filling the database:
- Copy the code provided by the social network to your website.
- Download a customer base compiled using online services.
In any case, the setting of retargeting increases the number of visitors who have performed the targeted action on the Internet resource.
Self-assembled base
Such a database can contain 3 types of data: ID number in 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, selling children's things.
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 by subscribers of the company or e-mails left for newsletters.
How to apply a client base?
To target VKontakte advertising, you need to check the "Advertising" function in the settings of your personal page . Go to the "Advertising Campaign" section, which opens the possibility of creating retargeting groups. The collected databases are loaded into these groups, through which the ad will be displayed.
In the absence of systematic data, you can create groups using the code that the social network provides. The code must be copied, for example, to the main page of your site. After that, information on the audience of users who have switched to an external site and are interested in the goods or services that it provides will appear in your personal account.
Retargeting Yandex
Retargeting is also used in other traffic sources, for example, Yandex Direct. To select the users who will be shown ads on Yandex partner sites, a metric is set. Without this tool, targeting ads in Yandex will not work! Using the metric, you can calculate the number of people: who visited the site; added products to the basket; place an order. The advantage of Yandex Metrics is the ability to set goals, that is, you can set the counter for users who have visited the "Cart" or "Thank you for your purchase" page.
So, in order to configure Direct retargeting, you must have: your site with an installed counter (metric); more than 100 visitors and ads with different conditions for targeting ads. Yandex doesn’t show ads on the Yandex search page.
Retargeting Disadvantages
Undoubtedly, this powerful sales tool through targeted addressing to the user if misused can harm. The main flaws of the mechanism:
- Excessive obsession. Error in ad timing. The buyer could already buy the goods or by mistake go to the seller’s website, and within a month an announcement flashes about the need to purchase a thing or service.
- Stressful effect. Many netizens may experience psychological discomfort caused by a sense of constant surveillance. It’s good when there is a warning on an advertisement about why this particular person constantly sees this announcement.
- Inability to track offline orders. Demonstration of advertising to the person who made the 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? After answering these questions, it's time to consider the effectiveness of the marketing tool. The best evidence of the mechanism will be real numbers.
- According to research, 3 out of 5 buyers in the United States pay attention to advertising when viewing another site.
- Consumer reaction to banner advertising: 30% - positive; 59% are neutral, and the remaining 11% are negative.
- Click-through rate increases by 50% after 5 months of 1 ad.
- The primary goals of retargeting: increasing revenue and attracting new customers - 33% each; website recognition - 16%; site promotion - 12%.