For businesses in the Philippines, capturing the attention of potential customers is only the first step. Many people visit a website or view a product but leave without making a purchase or taking action. This is where retargeting comes in—a strategy to re-engage these visitors and bring them back to complete their journey. By using automated digital marketing solutions, retargeting becomes easier, more precise, and more efficient.
This guide will explore retargeting strategies for digital marketing and show you how automation can improve your efforts.
What is Retargeting in Digital Marketing?
Retargeting is a strategy that allows businesses to reconnect with people who have shown interest in their brand but didn’t take the desired action. This could be someone who visited your website, viewed a product, or added an item to their cart without checking out. Retargeting works by displaying ads to these visitors as they browse other websites or social media platforms, reminding them of your brand and encouraging them to return.
For Filipino businesses, retargeting is especially valuable because it increases the chances of conversions, making the most of every visitor.
Key Retargeting Strategies to Implement
1. Website Retargeting
Website retargeting is the most common type of retargeting, where visitors who come to your site but don’t convert are shown targeted ads later. This strategy works well for e-commerce sites, service providers, and any business with an online presence.
How Automation Helps:
Automated tools can track website visitors and segment them based on their behavior. For example, you can create separate ads for visitors who browsed products but didn’t add anything to their cart versus those who abandoned their cart after adding items.
Tip: Use specific ads for different visitor actions. For example, show a discount ad to people who added items to their cart but didn’t complete the purchase.
2. Social Media Retargeting
Social media platforms like Facebook and Instagram are excellent channels for retargeting. Social media retargeting displays ads to people who have previously visited your website or interacted with your content on these platforms.
How Automation Helps:
Automated digital marketing solutions can sync with your social media accounts to automatically show relevant ads to past website visitors. This ensures that your ads are visible to potential customers across multiple platforms, increasing brand visibility.
Tip: Tailor your social media retargeting ads to be visually engaging and mobile-friendly, as many users browse social media on their phones.
3. Email Retargeting
Email retargeting involves sending personalized emails to users who have interacted with your website or left items in their cart. This strategy works well for encouraging customers to complete purchases or take specific actions, like signing up for an event or downloading content.
How Automation Helps:
Automated email marketing solutions can send follow-up emails based on user actions. For example, if someone abandons their cart, they can automatically receive an email with a reminder or even a discount to encourage them to complete their purchase.
Tip: Use automated emails to follow up with customers at different intervals, like 24 hours, 48 hours, and one week after they abandon their cart, gradually increasing the urgency.
4. Search Retargeting
Search retargeting targets users who have searched for specific keywords related to your business but haven’t visited your website. This allows you to reach people who are actively looking for products or services similar to yours.
How Automation Helps:
AI-powered automation tools can identify relevant keywords and set up ads that target users searching for these terms. This approach ensures your ads reach people who may be interested in your offerings, even if they haven’t interacted with your brand yet.
Tip: Use search retargeting to capture customers who may be comparing brands. Display ads that highlight what sets your business apart.
5. Dynamic Retargeting
Dynamic retargeting allows you to show ads featuring specific products or services that users viewed on your site. For example, if a visitor looked at a pair of shoes, they would later see an ad displaying that exact item, which is highly effective for e-commerce.
How Automation Helps:
Automation can pull data from your product catalog to automatically create ads featuring the exact items visitors viewed, saving you time and increasing relevance. This level of personalization significantly improves conversion rates.
Tip: Include a special offer, such as free shipping or a discount, in dynamic retargeting ads to encourage visitors to return and complete their purchase.
6. Cross-Platform Retargeting
Cross-platform retargeting shows ads across different devices and platforms, reaching customers wherever they are. This is useful because people may browse on their phone but return to make a purchase on their computer.
How Automation Helps:
Automated tools track user interactions across devices, ensuring that your retargeting ads follow customers as they switch from one device to another. This consistency makes it more likely that they will remember and revisit your brand.
Tip: Ensure ads are optimized for different devices, displaying well on mobile, desktop, and tablet to improve user experience.
7. Retargeting Based on Customer Segmentation
Segmenting your audience allows you to tailor retargeting ads based on customer groups, such as new visitors, repeat visitors, or loyal customers. Each group may respond better to different messages, making segmentation a powerful strategy.
How Automation Helps:
Automation tools segment customers based on behavior, purchase history, or interactions with your site. This makes it easy to create specific ads for each group, ensuring your message resonates with their needs and interests.
Tip: For loyal customers, show ads with exclusive offers to keep them engaged, while for new visitors, focus on ads that introduce your brand and products.
Benefits of Using Automation for Retargeting
Automated digital marketing solutions enhance retargeting by:
- Saving Time: Automation handles repetitive tasks, like setting up and managing retargeting ads, freeing up time for other activities.
- Increasing Precision: Automated tools track user actions accurately, allowing you to show the right ads to the right audience.
- Improving Personalization: Automation customizes ads based on user behavior, making your retargeting efforts more relevant and engaging.
- Boosting Conversion Rates: Personalized and well-timed retargeting ads encourage users to take action, leading to higher conversions.
- Providing Real-Time Analytics: Automation provides insights into how well your retargeting ads are performing, allowing you to optimize your strategy.
How to Get Started with Automated Retargeting
- Choose the Right Digital Marketing Solutions: Look for automation tools that offer retargeting options for multiple channels like Google, Facebook, and email.
- Define Your Goals: Identify what actions you want customers to take after seeing retargeting ads, such as making a purchase or signing up for a service.
- Set Up Tracking: Ensure your website has the necessary tracking codes, such as the Facebook Pixel or Google Tag, to capture visitor data.
- Create Engaging Ads: Design ads that are visually appealing, clear, and include a call-to-action that encourages users to return to your site.
- Monitor and Optimize: Regularly review your retargeting campaign performance and use insights from automation tools to refine your approach for better results.
Final Thoughts
For businesses in the Philippines, retargeting is a powerful strategy that turns lost visitors into loyal customers. With the help of automated digital marketing solutions, retargeting becomes more effective and efficient, ensuring you’re reaching the right people at the right time with the right message.
By using these retargeting strategies—whether through social media, dynamic ads, or email—your business can improve conversions, build brand recognition, and grow more consistently. Start implementing retargeting in your digital marketing strategy and let automation enhance your efforts for maximum impact.