And without retargeting, the business fails to establish brand awareness. Retargeting is the king of brand awareness and conversion. As technology keeps evolving, it brings digital transformation in every field. Hence it is essential for business owners to keep up with the latest marketing methods. One such technology is the use of remarking tools to improve brand awareness and conversion. Business owners shouldn’t miss the opportunity of marketing tactics that are proven to increase conversion. It is essential to improve the brand awareness of any business to increase the conversion of your products. What retargeting or remarketing does is that it brings the customer back to you who was previously lost. There is a number of remarketing tools available to help campaign managers and business owners to convert a lost customer. If you’re wondering how remarketing will lead to gaining the lost customer, don’t worry, we’ve all been there. Let us look at the below example: You visit an eCommerce site and browse for a new wallet. You click on the product that you like to look for more information about or add to the cart. But you don’t make a purchase. So now the customer is lost to them. After some time, you may visit another website seeking information, here you see the same wallet. That is the power of the remarketing tool, and that’s how the lost customer is converted to returning customers. Now that we understood the power of the remarketing tool, let’s see some of the most popular solutions available.
Adroll
Adroll is converting lost customers into business owners for over 12 years. Today they have become one of the most reliable platforms for remarketing. Adroll can be used to connect the eCommerce sites such as Shopify and Magento. It can also connect to marketing tools like MailChimp and Marketo. Adroll brings lost customers from the recommended products or abandoned shopping carts by displaying retargeting ads at them. It offers a comprehensive solution that is likely to take some time to adapt to it. But, they do offer great resources on how to use and set up Adroll.
Criteo
It is a popular tool for generating huge conversions and are here since 2005. Criteo’s web remarketing services packs over 16000 publishers with a high-quality inventory. Additionally, their networks include Instagram, Facebook, and Google. It is a favorite remarketing tool for huge brands such as Sony and BMW. Their support is one of the most reputed ones and packs a knowledge base to help the budding business. Criteo offers a full-stack retargeting solution, from creating a campaign to automating bidding, creative, and retargeting. Philips saw a Return on Ad Spend (ROAS) of 848% by using Criteo Sponsored Products solution and 400% ROAS by using the Criteo Co-marketing solution.
Wunderkind
Wunderkind uses advanced behavior analysis for retargeting ads to the customer to increase brand awareness and conversion. Hence they are a strong competitor in behavioral segmentation. This tool analyzes the behavior of user engagement with your ads and provides you with the right tools to engage across other platforms. This ensures that the users see your ads at precisely the right time to get you the conversion. Finish Line, the leading athletic retailer in the U.S, used the Wunderkind that saw 50% growth in the triggered email revenue since its adoption. Finish Line email campaign includes cart abandonment, post-purchase series, category browse, low inventory alerts, new product alerts, loyalty sign-up abandonment, etc.
Sizmek
Sizmek was founded two decades ago in 1999. It is one of the oldest advertising platforms that carry years of experience with them. It is an independent platform for advertising. Sizmek will bring great insights into data and bring them together in one place. This enables the users to understand and optimize the campaign in one place. Their campaign reports are very simple to understand, even for new users. Citibank ran a Citibank Platinum Reward campaign using Sizmek. By using Dynamic Creative, they reduced the production time in half and achieved 42% higher conversions for a complex and optimized retargeting campaign. This campaign was the first of its kind in Malaysia. Dell used Sizmek to create The Power to do More campaign. This campaign was viewed by more than 27 million unique users and generated 162,000 visits to their site.
ReTargeter
ReTargeter offers several solutions for brand awareness and conversions such as Web, Facebook, CRM, Dynamic Retargeting, Search options, and audience. ReTargeter focuses on the websites that bring in over 30K unique visitors each month, meaning they retarget your ads on quality websites. They provide you with a pixel to be placed on your website to track the website visitors, and then they serve the retargeted ads with your brand. This increases the brand awareness of your business. According to ReTargeter, they help brands reach 98% of web traffic that they lose and convert them into customers. This is a tremendous feat to achieve. BattlBox is the survival gear and outdoor gear delivery of the highest quality. They used a ReTargeter to drive over 2900 visitors to their website and achieved over 500 conversions. This was just a three-month campaign, and they saw great results.
Fixel
Fixel is a powerful segmentation tool that leverages Artificial Intelligence technology. Their tool turns engagement into actionable metrics, and this allows marketers to target only the most engaging visitors. It is likely that when a user engages more, it means they might be interested in the product. This leads to more conversions. Unlike other tools, there is no need to learn how to work on Fixel. They are integrated into existing workflows to deliver engagement metrics into the ad platform. It can be used with Google, Bing, Yahoo, Facebook, Twitter, LinkedIn, Quora, etc. For $299, you get three months of full Fixel service and up to 100K sessions per month.
Retargeting.biz
This tool is aimed to provide a solution for eCommerce. Retargeting.biz products include personalization, email marketing solution, and ad management across Google and Facebook ad platforms. Hence they provide all the necessary tools for eCommerce operations. Their best unique tool is a predictive suggestion engine. It uses the power of AI that will make suggestions to provide an optimal decision, such as when to offer a discount and make contact. Retargeting.biz is steadily growing and getting traction for its unique features. bobomoda.ro, an online store that sells clothes and accessories to women. Being in a highly competitive business, they wanted to stand out. They used both Facebook Dynamic Products ads and Retargeting.biz. They achieved their target by increasing 53.45% traffic growth, 2.66% average order value, 130.82% recovered carts and 12x Return on Ad Spend(ROAS).
Meteora
Meteora is proud of its achievement in improving ad engagement and increasing brand awareness. This was achieved by rolling our number of automated features into their platform. They have automated keyword targeting and also help in finding websites that are likely to have a large target audience. This is helpful in achieving relevant first impressions. Meteora is great if you’re focusing on increasing your brand awareness locally in the local market or targeting customers in specific areas.
Instagram Retargeting Ads
Since Facebook owns Instagram, they too offer a pretty awesome way to retarget ads. Instagram has over a billion active accounts, and there lies an untapped marketing opportunity. Instagram has a similar platform to retarget ads on Instagram. It works the same way as Facebook ads to retarget the lost audience. Using social media is great to improve brand awareness and increase conversion. Without a doubt, Facebook and Instagram pack powerful retargeting tools. JOOP! is Germany’s best-known fashion label, and its goal was to increase brand awareness to reach a larger audience. JOOP! partnered with social media agency dreifive and created some stunning video ads with German artists and influencer Toni Mahfud on Instagram and Facebook. They targeted both men and women with the age range of 20-39. The result they obtained was stunning, in the year 2018, between April 7 to May 20, the campaign raised ad recall by 60% at 27% lower cost per person reached.
Facebook Custom Audiences
Like Google Ads’ retargeting tool, Facebook Ads also packs its own engagement tool in the form of custom audiences. By creating and inserting a Facebook pixel in the landing pages of your product, you can use the Custom Audiences to retarget Facebook users. This is not limited to just Facebook engagements, as you can insert the pixel on any site that you control. Once the user logs in to their Facebook account, they can be targeted with the retargeting ads. That’s one way of leveraging social media to maximize conversion. New brands and old brands have both seen a significant impact on their sales by using Facebook ads. StyleShare used Facebook to attract shoppers and boosted its sales with targeted photo ads. Overall they achieved a 15x return on their ad spend, a 60% increase in CTR for app installs, and a 25% increase in monthly active users on their app. More success stories of Facebook Ads can be found here.
Twitter’s Tailored Audiences
Like Facebook pixel, you get the Twitter pixel and insert it into your website. Then the pixel collects the cookie ID of visitors and then matches them with Twitter users. Twitter’s tailored audience consists of a Twitter username, email address, website visitors, and mobile app users. There are three ways to use Tailored Audiences they are:
Web: Target the users who have recently visited your website.List: Use the email address or Twitter username to retarget ads.Mobile Apps: Uses the data collected from Twitter user activity.
iClothing, is an Irish e-commerce website that sells women’s cloth and footwear across Europe. They partnered with a digital agency Wolfgang Digital, to create their campaign. They utilized Twitter’s Tailored Audiences to target women living in Ireland that are interested in fashion. This saw a 25% growth in peak engagement rate. IMO Barcelona, is an internationally renowned ophthalmology center. IMO used the followers’ campaign with two objectives; one is to increase brand awareness, and the second was to share the latest news, and information about eye health with the new followers. They saw a 600% increase in followers in 3 years.
Google Ads
You were expecting Google in the list. Weren’t you? If you’re using Google Ads on your own or via an agency, then you should be aware that Google has an inbuilt tool in its ad platform to assist you with retargeting. Using this tool, you can retarget the ads to the lost customer on the Internet powered by Google Ads. It’s good if you’re using Google Ads for advertising, and, it is great once you start using their inbuilt remarketing tool. Many small and big brands use Google ads to promote their products and have successfully increased their ROI. Colgate used Google ads to raise awareness of their new product, Colgate Optic White Express White toothpaste. They saw a 13% rise in brand awareness and an 1116% increase in brand interest. Schmidt’s Naturals achieved 48% raise in Brand Awareness, which is 12.75% better than the average campaigns. A total of 2.2 Million new users engaged with Schmidt’s ads. What’s great is that their CPM was efficient at $5.64. If you are new to Google Ads and interested in learning, I would suggest checking out this Udemy course.
Conclusion
This comprehensive list of remarketing tools for brand awareness should help business owners at any level. Any size organization can start advertising and use remarketing tools to improve their conversion. Remember, you cannot perform retargeting ads without anyone visiting your website first.
