Retargeting sounds "dangerous". But anyone involved with Facebook marketing will not be able to deal with the topic.
And even if you may not (yet) be familiar with the term, you've probably already stumbled upon retargeting.
This is how retargeting works
You have already experienced that. You visit a shop on the Internet, look at a specific product and it will track you from there to anywhere. You are on a completely different website or on Facebook and you suddenly see the product again - either directly in your timeline or at the side of the website. This is no coincidence. This type of advertising is called retargeting.
You have already shown that you are interested in this product and so the litter loss is kept very low. This is stored in a harmless cookie that is nothing more than a small text file on your computer. Since you have shown interest, it is also assumed that the advertising does not annoy you but supports your purchase decision.
If you name an online store or sell another product on your website, it is a good idea to invest in online advertising. If you include a small pixel on your website in advance, which is nothing more than a little bit of code, you can always talk to the customers who have been with you before. That makes sense, of course. After all, a customer often buys only after the seventh contact with the business - whether online or offline.
Retargeting therefore helps you convince your customers and bring them back to your website. In this sense, retargeting is also a form of customer loyalty.
Repeated advertisements will suggest to your potential customers that you are the best address for this product and, presumably, they are not looking at other websites.
Targeted advertising is definitely cheaper. Even if the price for the actual click of the customer is higher, it can be assumed that he will buy much more in the event of a renewed contact with the product than a completely new customer who may have the intention to inform himself about the product.
Retargeting helps advertisers show only those customers who have already expressed an interest.
Criticism of retargeting
Users can feel "haunted" by retargeting. They get the impression that, without their permission, they collect data about their behavior in order to be contacted again and again - without this being desired. This also brings privacy advocates against the retargeting. Of course, from the point of view of an online shop operator, retargeting makes perfect sense, but from the point of view of users it should not be too much of a good thing. With a so-called Frequency Capping, online marketers can determine the display frequency and make use of it. Because once you go out of yourself, it quickly becomes clear: Nobody wants to see the same advertisement over and over again. If this happens during the advertising bubble on TV, we simply switch over. If this happens on the Internet, we could resort to an adblocker and thus completely switch off advertising.
Once this is done, you can not bring back the customers who already had the item (s) in their shopping cart and possibly belong to the group of "basket dropouts". This target group is already convinced of you, they only have to make the last click to complete the purchase. To annoy this target audience refers the customer of your business.
So, if you opt for retargeting, you should be careful with it so as not to offend your potential customers.
For online merchants and online marketers in general, the retargeting on Facebook, Google and Co. is a blessing. Finally, it ensures that the litter loss of advertising is low and therefore not shoot the costs to unimaginable heights. Nevertheless, one should handle it sensitively. The saying "What you do not want, that you do it, 'add it to another." Fits exactly here. Each and every one of us is surrounded by tons of advertising every day and we also have a relatively high tolerance when it comes to advertising. However, when it gets too much, it annoys us and we put some effort into it and also invest our time to put an end to what annoys us.
So, if you use retargeting wisely, it will give you more revenue without annoying your customers. On the contrary, your customers could also take their cautious advertising as a reminder and return to your website to finally complete the sale.