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  • Writer's pictureCiaran Farrelly

RETARGETING 2.0 : TARGET SMARTER

*This post has been edited for context. It was originally published on promozoo.ie*

WHAT IS RETARGETING?

Retargeting is rapidly becoming a universally used method of targeting. Even social sites like twitter are putting more emphasis on retargeting in the form of dynamic product ads. Pinterest is at it too. If you don’t what it is, you can read about it on our last remarketing post.The general trends are increasing the focus on retargeting the valuable prospects and customers. Through data driven analytics marketers can analyse who they need to target.The key tactic here is to create retargeting lists, or audiences based on actions deemed valuable e.g. people who spent more than 4 minutes on your site, or people who visited a particular page or group of pages.

WHY SHOULD I USE IT?

In our experience retargeting is extremely cost effective. As well as being a great tool to increase brand awareness, it is also vital for driving conversions by targeting users who are further down the purchasing funnel.Retargeting, like all digital advertising, is hugely data driven and being able to use this data cross platform is key to maximising advertising return. For example, you can create a list of users who have opened an email campaign in your email marketing platform. Using this as a basis, you can target these users on Facebook through custom audiences. From that audience you can use a remarketing campaign to drive users to conversion. These three key touch-points all help refine your message and all stem from data that you have generated yourself.

HOW CAN I USE IT?

To get the best use out of remarketing, you should implement the Google retargeting tag on every page of your website as well as having unique URLs for each key page or step in the check out process. This will make it easier to set up, and give the marketer more control over goals, conversions and audience lists.

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