Did you know that more than 90% of users who visit your website they don't convert on the first visit ? But all is not lost: you can still impact them and guide them to conversion with a Retargeting strategy well executed.
Retargeting (or remarketing) is a powerful tool to win back hesitant users, reinforce your message, and close sales that seemed lost. In this article, we explain how to design an effective strategy to attract back those who have already shown interest.
What is a retargeting strategy and how does it work?
A Retargeting strategy It's about showing personalized ads to people who have already interacted with your brand, but did not complete a desired action , such as filling out a form or making a purchase.
How does it work?
- The user visits your website or interacts with your app/social network.
- A tracking cookie or pixel is activated.
- Subsequently, that user sees specific ads on other platforms (Google, Instagram , YouTube, etc.).
- By being familiar with your brand, you're more likely to become your second or third interaction .
These types of campaigns are not intrusive if they are segmented and executed correctly. In fact, they add value to the user by reminding them of something they were already interested in.
Why are hesitant users a great opportunity?
A common mistake is to focus solely on attracting new traffic. However, the Undecided users (who visited your website without converting) are already familiar with your brand, product, or service. They are In the middle of the funnel and much closer to conversion than someone who has never heard of you.
With the right retargeting strategy, you can:
- Overcome objections with specific messages.
- Display personalized benefits or discounts.
- Accompany the user in their decision process without pressuring them.
In other words: Less cost to acquire, more conversions .
Smart segmentation: key to an effective retargeting strategy
For retargeting to work, it's not enough to show the same ad to all visitors. You need Segment according to the user's behavior and their stage in the purchase process.
Some useful segmentations:
- Users who visited a specific landing page but didn't convert.
- Those who abandoned the shopping cart.
- Frequent visitors without concrete actions.
- Users who downloaded an asset, but didn't request contact.
A Well-segmented retargeting strategy maximize ad relevance, improve CTR, and reduce cost per conversion.
Channels and formats to apply your retargeting strategy
Not all channels work the same for all audiences. Therefore, your strategy must adapt to the user's behavior and the most effective format according to the stage of the funnel.
Retargeting in Google Ads and Meta
- Google Display : Ideal for increasing brand awareness and reminding users who browsed your website with products.
- YouTube : Perfect for showcasing testimonials or demonstrations.
- Meta Ads (Facebook/Instagram) : Very effective for emotional or urgent retargeting (abandoned carts, temporary promotions).
Dynamic vs Static: When to Use Each Approach
- Dynamic ads - Displays specific products or services that the user has already viewed. Very useful in ecommerce.
- Static ads : suitable for promotions, testimonials, or reinforcing brand values. They work best early in the funnel.
The key is in Combine formats based on previous behavior and the objective of each message.
Creatives that convert: messages for each stage
The success of a retargeting strategy depends not only on the channel or segmentation, but also on the message and design . It is not a matter of insisting, but of Convincing with relevance .
Tips for effective creatives:
- Discovery stage : reinforces brand value or main benefit.
- Evaluation : Highlights comparisons, success stories or guarantees.
- Decision : Includes promotions, shortages ("last units"), testimonials, free shipping or urgency.
Make sure the design is clear, visually appealing, and tailored to each platform. And don't forget the Call to action : Direct, short and conversion-oriented.
How to measure and optimize your retargeting strategy
A campaign without tracking is just a guess. Measuring is critical to knowing what works and scaling results.
Essential KPIs:
- CTR (Click Through Rate) : Measure whether your ad catches the eye.
- CPC (Cost Per Click) y CPA (Cost Per Acquisition) : Evaluates profitability.
- Frequency : How many times the same user sees your ad. Avoid tiredness.
- ROAS (Return on Ad Spend) : measures the economic return for each euro invested.
Performs A/B test with different messages, designs and calls to action. Adjust the frequency so as not to overwhelm the user and consider Retargeting windows between 7 to 30 days depending on your sales cycle.
It's not magic, it's timing and relevance
A Retargeting strategy It's not just showing an ad over and over again. It's about showing up at the right time, with the right message, and on the right channel.
Retargeting turns lukewarm users into customers. And when applied with segmentation, creativity, and analytics, it becomes a of the most cost-effective techniques of the Marketing Digital .
