Retargeting tactics on Facebook and Google Ads are used to develop new ways to optimise conversions and sales for a business. With these strategies, it is possible to achieve specific goals and gain access to a variety of more powerful and effective campaigns.
Today, these strategies are gaining more and more recognition, becoming essential for all types of businesses that want a positive response from their marketing plan.
While common among businesses, many still have questions about this type of application. With that in mind, we have prepared a complete guide on retargeting tactics on Facebook and Google Ads to clarify these issues.
What is Retargeting?
Retargeting is a digital marketing technique aimed at showing users only personalised ads. This means advertisements display products and services that people have already shown interest in at some point.
This strategy is carried out through cookies, pixels, and other tracking technologies that collect data and show only what users are interested in or need.
Ads can be displayed across various channels, such as:
- Websites
- Social Media
- Apps
These tactics provide excellent responses for businesses using them, as they ensure that only the target audience has direct access to the products and services offered. However, this is just the first contact someone has with the advertisement, meaning that, in most cases, the person will need to contact the brand for more in-depth information before deciding whether or not to make a purchase. This increases the chances of conversion, delivering a great response for the company.
How Does Retargeting Work?
To understand the primary results of using retargeting tactics on Facebook and Google Ads, it’s important to grasp how it works on each platform.
This strategy functions as a signal to be stored on users’ computers, identifying the cookies from the pages they visit. The duration of this tool should be determined during the campaign setup, though most companies opt for a planning period of up to 30 days. After this period ends, all extensions are removed, and the visitor will no longer see the ads.
Here’s how this technique works on Facebook and Google Ads and which version might be the best choice for your brand:
Google Ads
On Google Ads, retargeting consists of GIFs, responsive ads, videos, and text ads, which are placed directly in Google’s Display Network and Search Network.
This tool enables websites to show different ads to users who have visited those pages in recent days. People will begin seeing ads about that business while browsing online, reading news, or watching YouTube videos.
This strategy ensures the brand stays top of mind for the user, leading them to take an interest in what’s offered and, eventually, make a purchase.
Retargeting through Google Ads offers great benefits, allowing companies to connect more closely with their target audience and significantly increase conversions.
Facebook
On Facebook, retargeting tactics utilise cookies to store information about the pages users visit, helping the platform understand their preferences.
Once this data is collected, Facebook will show users ads related to their interests, using the platform as a means of delivering this content.
The concept is the same as in Google Ads, and the objectives are also identical. The key difference is ensuring that even more people have access to the ads you want them to see.
Key Advantages of Retargeting
Now that we’ve outlined what retargeting tactics are and how they work on Facebook and Google Ads, let’s look at some of the key advantages of adopting this strategy for your business:
More Precise Targeting
By considering the behaviour of users on your website, you can better segment your campaigns. This creates a more precise marketing strategy, reaching only those who are genuinely interested in your business.
Increased Conversion Rates
Retargeting is a great way to boost conversion rates. Since only your target audience will see the products or services you’re offering, the likelihood of them showing interest and making a purchase increases.
Smarter Exclusions
Retargeting allows you to avoid showing content to people who have no interest in what you’re offering. This helps your business save on campaigns while ensuring users aren’t overwhelmed with irrelevant ads.
From all this information, it’s clear that brands that incorporate retargeting tactics on Facebook and Google Ads into their marketing strategies enjoy better results for their business. Additionally, you will be offering a more comfortable experience for your followers, addressing their main needs and interests.
