The Novice’s Handbook to Retargeting

The Novice’s Handbook to Retargeting

The Novice’s Handbook to Retargeting

Have you ever experienced the eerie sensation of encountering an ad that seems to stalk you across the internet, appearing repeatedly on different websites? If so, you’ve been subjected to the magic of retargeting ads.

Regardless of whether your business operates in the realms of B2B, e-commerce, or publishing, re targeting is a powerful tool that can significantly benefit your endeavors. 

What Exactly is Retargeting?

Retargeting, often referred to as remarketing, is a form of online targeted advertising that monitors website visitors and subsequently displays banner ads to them as they browse other online platforms. It’s worth noting that while Google uses the term “remarketing,” many marketers commonly use “retargeting” to describe ads and reserve “remarketing” for email campaigns. It’s important to keep this distinction in mind.

Statistics indicate that individuals exposed to retargeted ads are 70% more likely to convert. This underscores the significance of creating multiple positive impressions to guide casual observers along the path to becoming loyal customers. Retargeting is a valuable method for transforming leads into potential clients.

Retargeting Essentials

Wondering how it works? In a nutshell, you insert tags onto your chosen web pages, then create custom combinations based on your desired criteria. Rest assured, it’s more straightforward than it might initially sound.

When employing retargeting, you can deliver pertinent and timely messages tailored to each customer’s position in the buying journey, depending on which sections of your website they’ve visited. Combining retargeting with your existing advertising strategies can lead to a 50% boost in product sales.

Whether you are focused on direct response or brand promotion, retargeting can be a strategic component of any marketing campaign. It has the potential to enhance the return on investment (ROI) for advertisers across various sectors. Moreover, it offers advertisers an effective means to engage users who are receptive to their ads and special offers, yielding superior results for both advertisers and websites.

Are you still with us? Here’s a concise guide to help you set up your first retargeting campaign:

Setting Up Your Initial Remarketing Campaign

  1. Add Your Google Ads Tag ID

To initiate website re targeting, you’ll need to incorporate a code snippet onto your site: the global site tag and, optionally, the event snippet. The global site tag must be deployed on all web pages, while the event snippet can be used to track additional actions that should be counted as remarketing events. You can apply the latter to specific pages where you wish to measure actions, such as when a customer completes a purchase on an e-commerce site.

This can be accomplished through the “Shared Library” > “Audience sources” section of your Google Ads account.

  1. Create Remarketing Lists

Formulate lists that align with your targeting preferences. These could include visitors to your shampoo products, conditioner products, abandoned carts, and more. You can also generate lists such as “All Visitors to Your Site,” “Visitors to a Specific Page or Area,” or “Visitors Who Completed a Specific Conversion Goal.”

You can create these lists within Google Analytics:

Click on the “admin” section of your account.

Choose “Audience definitions” and select “audiences.”

Click the “New Audience” button.

You will be prompted to name your list, designate an Analytics profile, and link it to your Google Ads account. Next, select the type of remarketing you wish to employ (e.g., all users/visitors or those who visited specific pages). You can also modify the membership duration.

  1. Upload Text/Banner Ads

It’s crucial to craft tailored ads for the audience you intend to retarget. At this stage, it’s assumed that you have collaborated with a graphic designer to create banner ads that resonate with your target audience. As you upload your banners, remember to consider the categories, products, and services unique to your business.

  1. Launch Your Retargeting Campaign

Now that you’re well-versed in setting up your inaugural re targeting campaign, ensure that it aligns with your business objectives and goals.

In the beginning, simple lists can be quite effective. However, as your online advertising efforts expand, so will your retargeting strategies. You’ll progressively refine what works best and may even explore new avenues to ascertain the most effective practices.

Are you ready to harness the power of retargeting for your business? We at 360 Digital Idea specialize in digital marketing solutions, including re targeting, and can help you make the most of your online advertising efforts. Contact us today, and let’s embark on a journey to maximize your online presence and drive your business forward.


Q1: What is retargeting, and how does it work?

A1: Retargeting, also known as remarketing, is an online advertising technique that targets users who have previously visited your website. It works by placing tracking tags on your web pages to identify visitors and then displays targeted ads to them as they browse other websites.

Q2: Why is retargeting important for businesses?

A2: Retargeting is important because it helps businesses re-engage with potential customers who have shown interest in their products or services. It increases the chances of converting website visitors into paying customers by keeping your brand in front of them.

Q3: What’s the difference between retargeting and remarketing?

A3: While the terms are often used interchangeably, some marketers reserve “remarketing” for email campaigns. “Retargeting” typically refers to displaying banner ads to website visitors. In practice, the distinction may not always be strict.

Q4: What are the benefits of using retargeting in marketing campaigns?

A4: The benefits of retargeting include higher conversion rates, increased brand visibility, improved ROI, and the ability to tailor messages to different stages of the buying journey.

Q5: Is retargeting only suitable for e-commerce businesses?

A5: No, retargeting is effective for a wide range of businesses, including B2B, e-commerce, and publishing. It can be adapted to suit various industries and marketing objectives.

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