Remarketing or Retargeting?

Shining a light on the very best retargeting companies, we shall look at their key features and how they stand out in the crowded marketplace. Helped by these industry leaders and experts, setting up a successful remarketing campaign becomes more easily achievable, provided you follow a series of carefully planned steps that ensure precision targeting and judicious budgeting.

In a current digital era where customer reviews are increasingly influential, we aim to guide businesses to the most credible sources for authentic evaluations of top retargeting companies. This, coupled with an understanding of the subtle distinctions between remarketing and retargeting, will empower businesses to make much better-informed decisions on the path to enhancing their online advertising ROI.

We shall address the ethical and legal issues associated with these strategies, particularly under the fairly strict regulations of GDPR, ensuring that respect for user privacy remains a primary concern. By examining best practices, latest trends, and the impact of ad blockers, this guide aims to arm you with the knowledge to successfully navigate the potential pitfalls and optimise your marketing plans to give you maximum impact.

A well planned and thought out remarketing and retargeting strategy is what we plan to help you formulate. Through informed insights and industry best practices, learn how to propel your brand to new heights and secure a good return on investment, all while adhering to the high ethical standards and compliance.

Cost of Implementing a Remarketing or Retargeting Strategy

The cost of implementing a remarketing or retargeting strategy can vary widely depending on several factors. These include the platform used, the scale of the campaign, the industry competition, and the target audience. A small business might spend a few hundred pounds a month, while a large enterprise might need to allocate thousands or even tens of thousands of pounds towards remarketing efforts.

On platforms like Google Ads or Facebook, retargeting can be set up on a pay-per-click (PPC) basis, where costs are controlled through budget settings and bids. The average Cost Per Click (CPC) can range from £0.66 to over £1.32, but this figure can be significantly higher in the more competitive industries. Additionally, there might be costs associated with creating retargeting lists, designing creative assets, and possibly hiring a digital marketing agency or professionals to manage the campaigns.

Other cost considerations include:

1. Ad spend budget, which directly affects how often your ads are shown.
2. Cost of creating different versions of ads to prevent ad fatigue.
3. Subscription fees if using third-party retargeting platforms.
4. Costs associated with analytics and tracking tools to measure the campaign’s effectiveness.

It’s important to remember that these costs are not fixed and can be adjusted based on the performance of the campaigns. A well-optimised remarketing campaign can yield a high return on investment (ROI), perhaps more than justifying the high initial outlay.

Problems Encountered in Remarketing and Retargeting

While remarketing and retargeting can be highly effective, there are several challenges that businesses may face:

1. Ad Fatigue: Overexposing the same ad to a user can lead to ad fatigue, causing them to ignore the ad or develop a negative association with the brand.
2. Privacy Concerns: Users are becoming increasingly concerned about their online privacy. Aggressive retargeting can be perceived as intrusive and lead to a possible backlash against the brand.
3. Ad Blockers: The rise of ad blockers means a significant portion of retargeting ads may never be seen by the target audience.
4. Segmentation Issues: Incorrectly segmenting audiences can lead to irrelevant ads being shown, wasting ad spend and potentially annoying potential customers.
5. Attribution Complexity: Determining the exact impact of retargeting campaigns on conversions can be complex due to multiple touchpoints in the customer journey.

Businesses must navigate these issues carefully to maintain a positive brand image and ensure their remarketing efforts are effective.

Effectiveness of Remarketing vs Retargeting for Increasing Conversions

The terms “remarketing” and “retargeting” are often used interchangeably, but they do have subtle differences. Remarketing generally refers to re-engaging past customers through email, while retargeting typically means serving targeted ads to users who have visited a website but did not convert.

As for which is more effective, it depends on the specific campaign goals and the context of the business. Retargeting can be incredibly effective for immediate conversions, as it keeps the brand top-of-mind and encourages users to return to complete a purchase. Remarketing through email can be more effective for long-term customer retention and building brand loyalty.

In practice, a combination of both strategies is often the most effective approach for increasing conversions. By using retargeting to capture immediate sales and remarketing to nurture a long-term relationship, businesses can significantly increase their chances of success.

Best Retargeting Companies in the Market

There are several reputable retargeting companies known for their effective platforms and services:

These companies offer a range of tools and services that can cater to different business sizes and needs. It is important to evaluate each based on the specific requirements of your remarketing strategy.

Setting Up a Successful Remarketing Campaign

To set up a successful remarketing campaign, follow these steps:

1. Define your goals: Clearly define what you want to achieve with your remarketing campaign. This could be increased sales, more sign-ups, or improved brand awareness.
2. Segment your audience: Create specific audience lists based on user behaviour, such as visitors who abandoned their shopping carts or those who viewed specific product pages.
3. Choose the right platform: Decide on the remarketing platform that best suits your business needs, whether it’s Google Ads, Facebook, or another service provider.
4. Create compelling ads: Design ads that are relevant and engaging to your target audience. Include strong calls-to-action (CTAs) and consider using dynamic content that is personalised to the user’s experience.
5. Set a budget: Determine a budget that allows you to reach a significant portion of your target audience without overspending.
6. Test and optimise: Continuously test different aspects of your campaign, such as ad copy, design, and targeting criteria. Use the data collected to optimise your campaign for better performance.

Remember it’s essential to always comply with privacy regulations such as GDPR when setting up your remarketing campaigns. Transparency and respecting user preferences are essential to maintaining trust and a positive brand image.

For more detailed guidance, it’s advisable to consult Google Ads help center for remarketing on Google’s network or Facebook Business Help Center for retargeting on Facebook and Instagram.

Where can I find reviews of the top retargeting companies?

Reviews of the top retargeting companies can be found on several online platforms that specifically cater to business and marketing professionals:

• B2B review websites: Sites like G2 Crowd, TrustRadius, and Capterra offer extensive reviews on various retargeting companies. These platforms allow users to rate and review services based on their experiences.
• Marketing blogs and publications: Online marketing publications such as Adweek, Search Engine Journal, and Marketing Land often provide insights and reviews on retargeting services and their effectiveness.
• Forums and community discussions: Professional networks like LinkedIn and digital marketing forums can offer anecdotal reviews and discussions about the experiences marketers have had with different retargeting companies.
• Social media: Business-related groups on platforms like Facebook or Twitter can be an excellent resource for more informal reviews and recommendations.

Before trusting any review, it is important to consider the source’s credibility and whether the review is current and relevant to your specific needs.

How can retargeting companies improve my online advertising ROI?

Retargeting companies can enhance your online advertising Return on Investment (ROI) in several ways:

• Improved conversion rates: By targeting users who have already shown an interest in your products or services, retargeting can significantly increase the likelihood of converting these users into paying customers.
• Personalised advertising: Retargeting allows for ads to be personalised based on user behaviour, which can lead to more effective and engaging campaigns.
• Better brand recall: Frequent exposure to brand messaging through retargeting can improve brand awareness and recall, making users more likely to choose your brand over competitors.
• Cost-effectiveness: Retargeting can be more cost-effective than other forms of advertising because it focuses on users who are already familiar with your brand, thus potentially reducing the cost per acquisition.

By employing strategic retargeting efforts, companies can maximise their advertising spend and increase overall campaign efficiency.

What criteria should I use to compare retargeting companies?

When comparing retargeting companies, it’s essential to consider these criteria to ensure you select a service that aligns with your marketing objectives and delivers the best value.

How do you tailor remarketing ads to target specific audiences?

To tailor remarketing ads effectively, it’s crucial to:

• Segment your audience: Divide your audience based on behaviour, such as the pages they visited or actions they took on your website. This allows for more personalised ad experiences.
• Use dynamic content: Implement dynamic ads that change based on the products or services the user viewed, providing a more relevant and compelling message.
• Test and optimise: Regularly test different ad elements such as copy, images, and calls-to-action, and use the data to optimize future ads for better performance.
• Consider timing and frequency: Tailor the timing and frequency of your ads to avoid overexposure and to reach audiences when they are most likely to convert.

By focusing on these strategies, you can create remarketing ads that resonate with your target audience and drive more conversions.

Latest Trends in Remarketing and Retargeting Strategies

Remarketing and retargeting have become essential strategies in the digital marketing landscape, constantly evolving with technological advancements and changing consumer behaviour. One of the latest trends is the increased use of Artificial Intelligence (AI) and Machine Learning (ML). These technologies enable marketers to analyse vast amounts of data to predict user behaviour and deliver more personalised ad experiences.

Another trend is the focus on omnichannel retargeting, where businesses engage with their audience across various digital touchpoints such as social media, email, mobile apps, and websites. This approach ensures a unified brand experience and increased chances of conversion.

Privacy-focused retargeting is also on the rise due to increased data protection regulations like the GDPR and the ePrivacy Directive. Marketers are adopting strategies that are less intrusive and comply with user consent requirements. This includes the use of first-party data and contextual targeting instead of relying solely on cookies.

Lastly, there is a shift towards creative optimisation in remarketing. Advertisers are leveraging dynamic creative optimisation (DCO) to automatically test different ad components and determine the most effective combinations for individual viewers. This personalisation at scale can significantly enhance campaign performance.

Retargeting Companies Offering the Best Value for Money

When it comes to retargeting companies that offer the best value for money, several names stand out.

1. AdRoll – Known for its wide reach and advanced targeting options, AdRoll offers cross-platform retargeting and detailed analytics.
2. Criteo – Specialises in performance-driven retargeting with a strong emphasis on e-commerce conversions.
3. Google Ads Remarketing – Offers integration with the vast Google ecosystem, including search, display, and YouTube, along with extensive audience targeting capabilities.
4. Facebook Custom Audiences – Allows advertisers to retarget users on Facebook and Instagram using uploaded customer lists or website traffic.
5. Perfect Audience – Offers a user-friendly platform with transparent pricing and multi-channel retargeting options.

Each of these companies has its strengths, and the best choice will depend on the specific needs and goals of the campaign.

Tracking the Success of a Remarketing Campaign

To track the success of a remarketing campaign, several metrics and tools are commonly used. Conversion rate is a primary metric, indicating the percentage of users who take the desired action after clicking on a retargeted ad. Cost per acquisition (CPA) measures the advertising cost for each conversion, helping to assess the financial efficiency of the campaign.

Other important metrics include click-through rate (CTR), which assesses user engagement with ads, and return on ad spend (ROAS), which calculates the revenue generated for every pound spent on advertising.

Tools like Google Analytics provide comprehensive reporting features, allowing marketers to track these metrics and gain insights into user behaviour. Attribution modelling within these tools also helps in understanding the contribution of remarketing efforts to the overall conversion path.

Using Both Remarketing and Retargeting in a Single Campaign

Remarketing and retargeting can be used together in a single campaign to enhance its effectiveness. Remarketing generally refers to re-engaging with past visitors through email campaigns, while retargeting is more about serving targeted ads to users who have interacted with your brand online.

By combining both strategies, marketers can create a cohesive experience that keeps the brand top of mind across different channels. For example, a user who abandoned a shopping cart could receive an email with a personalised offer (remarketing) and later see related product ads while browsing other websites (retargeting).

Avoiding Common Pitfalls in Retargeting Campaigns

To avoid common pitfalls in retargeting campaigns, marketers should adhere to several best practices:

• Avoid ad fatigue by setting frequency caps and refreshing creative regularly.
• Use segmentation to tailor ad messages to specific user groups based on their behaviour and interests.
• Respect user privacy by obtaining consent where required and providing clear opt-out options.
• Test different strategies and continuously optimise campaigns based on performance data.
• Ensure that retargeted ads provide value and relevance to the user to avoid being perceived as intrusive.

By following these guidelines, marketers are more likely to have a successful retargeting campaign that maximises ROI while maintaining the all-important positive brand image.

Best Practices for Creating Retargeting Ads

Retargeting ads are a powerful way to reconnect with users who have previously interacted with your website or mobile app. To ensure these ads are effective and not intrusive, several best practices should be followed:

1. Relevance: Ads should be tailored to the interests and past behaviour of the audience. Show products or services that they viewed or interacted with on your site.
2. Segmentation: Group your audience based on their actions. For example, separate cart abandoners from those who simply viewed a product. This allows for more targeted messaging.
3. Frequency Caps: Limit the number of times an ad is shown to the same user to avoid ad fatigue and negative brand perception.
4. Timing: Adjust the timing of your retargeting ads based on user behaviour and the sales cycle of your product.
5. Creative Rotation: Use a variety of ad creatives to maintain interest and engagement.
6. Privacy Compliance: Ensure that your retargeting practices comply with data privacy laws such as GDPR and obtain necessary consent.
7. Measurement and Optimisation: Regularly review the performance of retargeting campaigns and optimise based on data-driven insights.

How GDPR Affects Remarketing and Retargeting Activities

The General Data Protection Regulation (GDPR) has significantly impacted how businesses conduct remarketing and retargeting activities, especially within the U.K. and European Union (EU). GDPR requires businesses to obtain explicit consent from users before collecting, processing, or sharing their personal data. This includes information used for retargeting purposes such as cookies and email addresses.

Under GDPR, businesses must:

1. Provide clear and comprehensive information about what data is being collected and how it will be used.
2. Implement systems to obtain and record user consent for data collection and processing.
3. Ensure users can easily withdraw consent and that their data is promptly removed from retargeting lists if they do so.
4. Protect user data and report any breaches within a specified timeframe.

Failure to comply with GDPR can result in substantial fines and damage to a company’s reputation. Therefore, it’s essential for businesses engaging in remarketing and retargeting to stay informed about GDPR and implement compliant practices.

Ethical Considerations of Using Remarketing and Retargeting

While remarketing and retargeting can be effective marketing strategies, they raise several ethical considerations:

1. Transparency: Users should be fully informed about the data being collected and how it will be used for advertising purposes.
2. User Consent: Obtaining genuine consent from users before collecting data for retargeting ads is crucial.
3. Data Security: Ensuring that personal data is securely stored and protected from unauthorised access is both an ethical and legal obligation.
4. Respect for Privacy: Marketers should respect the privacy wishes of users, including adhering to opt-out requests and respecting “Do Not Track” browser settings.
5. Non-Discriminatory Practices: Retargeting campaigns should not discriminate against or stereotype individuals based on their data.

Adhering to ethical practices not only builds trust with customers but also helps maintain a positive brand image.

Segmenting Your Audience for More Effective Retargeting

Audience segmentation is key to enhancing the effectiveness of retargeting campaigns. By dividing your audience into specific groups based on their behaviour and interests, you can tailor your messaging to be more relevant and engaging.

Here are ways to segment your audience:

1. By behaviour on your site (e.g., pages visited, time spent on site).
2. By the stage in the buying cycle (e.g., awareness, consideration, decision).
3. By demographic information (if available and legally obtained).
4. By the type of product or service they showed interest in.
5. By their past purchase history.

Effective segmentation allows for more personalised retargeting campaigns that can lead to higher conversion rates.

Impact of Ad Blockers on Remarketing and Retargeting Efforts

Ad blockers can significantly impact the effectiveness of remarketing and retargeting efforts. These software programs prevent ads from being displayed on users’ devices, which means that retargeting ads cannot reach a portion of the intended audience.

The rise in the use of ad blockers has led to the following consequences for marketers:

1. Reduced reach of retargeting ads.
2. Difficulty in accurately measuring campaign performance.
3. Potential loss of revenue due to decreased ad visibility.

Marketers need to find creative ways to deliver value and engage users in a manner that encourages them to disable ad blockers for their content or to explore alternative marketing channels.

How can small businesses benefit from retargeting companies?

Small businesses stand to gain substantially from the services offered by retargeting companies. The primary benefit lies in the increased likelihood of converting potential customers, who have already exhibited interest by visiting the business’s website or engaging with its content, into actual customers. Retargeting companies specialise in keeping a brand top-of-mind through strategic ad placements that serve as reminders to these potential customers.

Another significant advantage is the improved ROI (Return on Investment) that retargeting can provide. By focusing advertising efforts on individuals who have already shown an interest in the product or service, businesses are more likely to see a higher conversion rate, making their advertising spend more efficient. Retargeting companies utilise various platforms and ad exchanges to ensure that ads reach these potential customers wherever they are online, thus maximising visibility and engagement opportunities.

Moreover, retargeting allows for highly targeted and personalised advertising campaigns. Retargeting companies employ sophisticated algorithms and data analytics to tailor ads to the specific interests and behaviours of individuals. This level of personalisation can significantly enhance the customer experience and increase the relevance of ads, leading to better engagement rates.

Additionally, small businesses often have limited marketing resources. Retargeting companies can help in optimising these resources by managing the complexities of ad operations, using their technology and expertise to target ads more effectively than what might be possible in-house.

Finally, retargeting can also help in brand reinforcement. Continuous exposure to the brand through retargeted ads can help improve brand recall and loyalty among potential customers, which is particularly important for small businesses looking to establish themselves in a competitive market.

How do you ensure privacy compliance when setting up retargeting campaigns?

Ensuring privacy compliance when setting up retargeting campaigns is critical, particularly in light of stringent data protection regulations such as the GDPR in the U.K. and European Union. Compliance involves several key steps:

1. Transparency: Be transparent with users about the data being collected and how it will be used. This includes clear communication through privacy policies and cookie consent notifications on the website.
2. User Consent: Obtain explicit consent from users before collecting any personal data for retargeting purposes. Consent must be voluntary, informed, and given through a clear affirmative action.
3. Data Protection: Implement robust security measures to protect the personal data collected from unauthorised access or breaches. Regular audits and updates to security protocols are essential.
4. Vendor Selection: Choose retargeting partners and technology providers who are compliant with privacy laws and who respect user consent preferences. They should be able to provide documentation of their compliance.
5. Regular Reviews: Continuously review and update retargeting practices to ensure ongoing compliance with evolving privacy laws and regulations.

It is also advisable to consult with legal experts in data protection laws to ensure all aspects of the campaign are compliant.

What are the key performance indicators for remarketing success?

Measuring the success of remarketing campaigns is critical to understanding their effectiveness and making data-driven decisions for future marketing efforts. Key performance indicators (KPIs) for remarketing success typically include:

These KPIs help businesses to monitor and fine-tune their remarketing strategies, ensuring they achieve the best possible outcomes.

How do retargeting companies handle cross-device tracking challenges?

Retargeting companies face the challenge of tracking users across multiple devices, as consumers often switch between smartphones, tablets, and computers. To manage this, retargeting companies use various strategies:

1. Probabilistic Matching: Analyses numerous data points like IP addresses, location data, and device types to help narrow down the likelihood that different devices belong to the same user.
2. Deterministic Matching: Relies on definite user identifiers, such as login information across devices, to accurately track and match user activity.
3. Universal IDs: Some retargeting companies use universal IDs which create a single, persistent identity for a user across different platforms and devices.
4. Data Partnerships: Collaborations with third-party data providers can enhance cross-device tracking capabilities by sharing anonymised user data.

These methods, along with advancements in AI and machine learning, allow for more accurate cross-device tracking and more effective retargeting campaigns.

What are the most innovative remarketing tactics currently being used?

The remarketing sector is constantly evolving, with innovative tactics emerging to capture the attention of potential customers. Some of the most cutting-edge strategies we’ve seen include:

1. Dynamic Creative Optimisation (DCO): This technology allows for real-time ad customisation based on user data, delivering highly personalised ad experiences.
2. Sequential Retargeting: Ads are served in a specific sequence to tell a brand story or guide the user through a sales funnel, which can improve engagement and conversion rates.
3. Omni-channel Remarketing: Coordinating remarketing efforts across multiple channels, including email, social media, and search platforms, to create a cohesive user experience.
4. AI-driven Predictive Analytics: Using AI to predict user behaviour and serve ads at the optimal time in the buyer journey.
5. Video Remarketing: Leveraging video content in retargeting ads to engage users with a more dynamic and compelling medium.These tactics are designed to engage users in more meaningful ways, ultimately driving higher conversion rates and customer loyalty.

Mastering the art of remarketing and retargeting is essential for businesses to thrive in the digital domain. By understanding the financial outlay, navigating common challenges, and distinguishing between remarketing and retargeting strategies, companies can improve their online visibility and conversion rates. Utilising the expertise of leading retargeting companies and adhering to ethical and legal standards, such as GDPR, ensures that campaigns are not only effective but also respectful of consumer privacy.

For innovative businesses keen to stay ahead of the competition, now would be a good time to harness the potential of these powerful marketing strategies. Work out your needs, set clear objectives, and partner with a retargeting company that aligns with and is sympathetic to your goals. With the right approach, you can achieve a significant return on investment, bolster your brand’s online presence, and engage much more strongly with your customers.