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How Social Media Retargeting Works and Why You Need It


Updated: November 7, 2023


Reading Time: 6 minutes

How Social Media Retargeting Works and Why You Need It

Social media retargeting is a powerful tool to increase conversion rates and optimise your marketing efforts. As a digital advertising strategy, it leverages user data and behaviour to re-engage with individuals who have previously interacted with your brand and website. Retargeting on social media is a highly effective way to regain the interest of users who didn’t convert the first time. It’s important to have a solid plan in place if you are to see the benefits of social media retargeting.

So, why does your business need social media retargeting and how does it work?

How Does Social Media Retargeting Work?

Tracking User Behaviour

Before you can start to track user behaviour, you need to implement cookies on your website. These technologies collect data about your user behaviour – such as the pages they visit and the products they use – to give you a more in-depth understanding about your potential customers. It’s critical to comply with GDPR with regards to cookies. This means implementing a compliant cookie policy and making sure users clearly understand how their data is collected and stored. Complying with GDPR also helps to build trust for your potential customers, increasing the chance of a transaction.

There is also the option of cookieless tracking, which gathers user data and insights without using cookies. If the user rejects cookies, you can still track user behaviour without any personal identifiers. Cookieless tracking enables marketers to track each user who visits their website by using scripts that only run when they visit a webpage. There is no need to store data as a cookie on the user’s device. This anonymous tracker sends data to Google Analytics or your chosen website tracking tool to ensure you obtain a picture of your audience.

Creating Custom Audiences

When you have collected enough data about the people landing on your website, you can create custom audience sections based on specific criteria. For example, you can create an audience of users who visited a particular product page or abandoned their shopping carts. This gives you a more in-depth understanding of your potential customers and their behaviours related to the services you offer.

Building Retargeting Campaigns

Social media advertising platforms – Facebook, Instagram, Twitter, LinkedIn – allow you to set up retargeting campaigns. You can upload your customer audience lists and display targeted ads to those users when they log into their social media accounts. These ads are tailored to those specific users, which means they are more likely to respond to those ads.

Ad Content

Delivering relevant and personalised content is the key to effective retargeting. Create ads that remind users of their previous interactions with your brand or provide incentives to complete a desired action. An action can include signing up to a newsletter or making a purchase.

Budgeting

You have control over how much you spend on retargeting campaigns. You can set bidding strategies to optimise ad delivery and help you get the most value for your budget. With smart bidding strategies such as cost-per-click, you can set a maximum cost – the highest amount you’re willing to pay for a click on your ad.

Monitoring and Optimisation

You can adjust your ad content, targeting criteria, and bidding strategies based on the insights and data you gather. By continuously monitoring the performance of your retargeting campaigns, you can edit and tweak your ads to help support your business and boost customer engagement. PPC Management can help increase your online reach, traffic, and conversions to achieve success.

Why Do You Need Social Media Retargeting?

Social media retargeting is a powerful strategy to re-engage with users who have already shown an interest in your brand or services. It increases conversion rates, maximising your advertising budget and delivers personalised content to potential customers. You need to implement retargeting into your digital marketing strategy if you are to experience growth in your business.

What Can Social Media Retargeting Do for Your Business?

Increase Conversion Rates

It’s rare for your website visitors to take a desired action or buy something on their first web page visit. Social media retargeting ensures your brand is kept in their mind and encourages them to return and take action – driving business growth.

Engaging with Lost Leads

Sometimes you’ll experience visitors who show initial interest but haven’t completed a conversion – signing up or making a purchase. Retargeting helps re-engage these visitors and encourages them to take action.

Personalisation

With social media retargeting, you can deliver highly personalised content and offers which increases the relevance of your ads and the likelihood of a conversion from your website. The more personalised your ads, the better. We are inundated with adverts every day, so it’s vital to personalise your ads if you are to increase the chance of conversion. This means developing a deep understanding of your audience by analysing your data and insights.

Improves ROI

With social media retargeting, you are focusing on website users who have already shown an interest in your website, product, or service. Retargeting has a higher ROI compared to broader advertising campaigns.

Optimising Ad Spending

Focusing on users who are more likely to convert means you can allocate your advertising budget more effectively. This helps you to avoid wasting resources on audiences who are less interested or uninterested in your business, products, and services.

Enhanced Analytics

With social media retargeting, you can gain valuable insights and data about the behaviour of your users and their preferences. This can inform your broader marketing and product strategies, increasing the likelihood of business growth and success.

Competitive Advantage

It’s important to stay ahead of the competition and not let potential customers slip away – falling into the hands of your competitors. Many businesses are using social media retargeting, so it’s worth implementing this into your advertising strategy.

How To Implement a Successful Social Media Retargeting Plan

If you are to see the benefits of social media retargeting, it’s important to make sure you do things properly and efficiently. This increases the chance of your website users taking action – whether that’s signing up to a newsletter or buying a product you offer. It’s important to renew your message by creating ads that feature other products, blog articles or testimonials. You don’t want to repeat the same ad over and over again – this will put people off.

A good retargeting ad highlights a single message that represents your brand in a professional way. It’s also important to make your retargeting ad specific – giving different users specific deals based on their online behaviour. The goal of retargeting is to get the consumer back to your site and make a transaction. They need to know what you’re about and feel confident in what you offer, so take the time to build the foundation before making that ask.

It’s vital to understand who your ideal customer is and where they are, so you can budget effectively for your social media retargeting campaign. If you are not clear on who your target audience is, then you’ll waste time and resources on ineffective marketing.

Effective Social Media Retargeting

Effective social media retargeting takes planning, patience, and persistence. You need to have a deep understanding of your potential customers by using your data analytics and insights efficiently. With a proper plan in place, you can send retargeting ads to consumers who have already shown an interest in your business and services. This increases the chance of conversion and the success of your business.

At Priority Pixels, our team of social media advertising experts can help you with social media retargeting. To find out more about the services we offer, please get in touch with our team today. You can call us on 01626 245061 or email us at hello@prioritypixels.co.uk.

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Priority Pixels is a digital marketing agency offering a full range of creative services designed to help our clients stand out from the crowd.

Our experienced team will work with you to drive your business forward online by creating dynamic websites that are built to last, clever SEO, PPC advertising campaigns that work and engaging social media.

By providing innovative digital experiences for your target audience, improving customer interactions and offering authentic engagement through market leading campaigns we can deliver the results your company needs.

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