How to Add Retargeting to Your Digital Marketing Strategy


In a perfect world, your prospects would come to your website and buy from you on their first visit, and you would earn a consistent profit. The problem is that reality is not simple, and most people won’t buy from you when they visit your site for the first time. If you want to get as many people to purchase as possible, you can use a retargeting campaign to do the trick.

Once you implement it into your marketing strategy, you will earn more sales and leads than ever before. Your prospects will start to like and trust you and the products that you offer, and they will be likely to take action as a result. If you don’t know what retargeting is or how it can benefit your business, the following information will get you started in the right direction.

Retargeting Defined



Learning how retargeting works is a good place from which to start when you want to inspire your prospects to make a purchase. In simple terms, retargeting is displaying your advertisements to people who have already shown interest in your products or services. Seeing your message in more than one place will inspire people to trust you, and the right retargeting campaign can work wonders to grow your business.

People will often want to buy from you but will also put it off until a later time, but most of them will forget to return to your website. You will be throwing a lot of money away if you don’t address the issue. When you use retargeting to grab attention, you can combat that problem and keep people interested in the offers that you promote.

Build Your List

When you are ready to begin, the first step is to build a list of the people you want to retarget, and you can use two methods. If you have an opt-in page to entice people to sign up for your mailing list, you can use your prospects’ email addresses to retarget them. Placing tracking pixels on your website is another way for you to stay in touch with your web visitors. When you put the pixel on your site, it will automatically store itself in people’s web browsers, allowing you to reach out to them in the future.

Upload Your List to Facebook

Upload Your List to Facebook


Once you have a list of people you want to retarget, upload it to Facebook so that you can launch your campaign. Whether you have a list of emails or a tracking pixel, Facebook will allow you to display your advertisements to people who know about your business. Facebook displays ads to users based on the tracking cookies stored on their devices, and it will place your promotional material on their newsfeed if they have your pixel stored in their system. If you use email addresses to retarget your audience, Facebook will compare the emails of its members with the ones that you have uploaded to locate your prospects and serve your ads to them.

Set Your Budget

Even though retargeting can improve your conversion rate and boost your profitability, you will still want to set a marketing budget so that you don’t overspend. Unless you want to encounter unneeded issues along the way, don’t put more money into your campaign than you can afford to lose until you craft a winning strategy. You will need to overcome a learning curve if you are not familiar with Facebook marketing, but starting small and scaling up can help.

Once you have tried several advertisements and know what works, reinvest a portion of your profit back into your campaign to increase your effectiveness. After you run your ads for a period, you will be able to predict the amount of money that you will earn for each dollar that you spend.

Segment Your List

Segment Your List


Since you will need to spend money for each visitor you send to your website, taking steps to optimize your efficiency is a vital piece of the puzzle that you don’t want to ignore. Not everyone who views your content will be open to giving you money, so segmenting your list can improve your results more than you might think.

For example, you don’t want to waste money targeting people from other countries if your product or service is only useful within the United States. When you segment your list, you can target your ads to people based on their interests, spending habits, age, location and more.

Choose What Webpage to Serve

The part of your website to which you will want to send your prospects will depend on where they are in the buying process. If someone has only visited your website one time, you might want to nurture that lead before trying to pitch your offer. You can send people to your sales page if they have been following you for a while and have demonstrated that they want to make a buying decision. Also, you can retarget people who have already been to your sales page and provide them with limited discounts and special offers to encourage them to move forward and take action.

Track Your Results

One of the top benefits of Facebook is that it allows you to track your results with ease, and you will see the type of people who are likely to invest in your products or services. When you notice that a certain group is not responding well to your ads, you can alter your approach or remove that group from your retargeting campaign, which will reduce your overhead. You will also uncover people who respond positively to your message, and you can devote more attention to targeting them if you want to enjoy the best possible results.  Analysis is something that is the core of your marketing success. If this is done good and the changes to the marketing approach are modified correctly as and when required, then a subtle and ongoing increase to the ROI can be seen. Apparently, analysis is one of the toughest and complex things to do as there is ample number of assumptions and factors to be considered. If you are a newbie to the industry consulting an expert at your initial stage is something that can turn out valuable.

Final Thoughts

Although people won’t always buy from you when they come to your website, showing your content to them again will enhance their odds of taking action, providing you with impressive results. When you build your list, upload it to Facebook and track your results, you will know that your business is moving along the correct path.

Helen Cartwright
Guest Blogger

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Posted on March 7, 2018 in Facebook, Guest Post, Marketing, Strategy

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