Using Landing Pages in Retargeting

Landing Page Academy » Chapter 6: Landing Pages and Advertising » Lesson 4/4

Retargeting means getting back to users who’ve reacted to one or more of your advertisements in the past but haven’t converted. The possibilities of this type of marketing are endless because you’ve got the opportunity to make contact with people who already showed interest in your product or service.

While retargeting, you don’t have to explain to users who you are, what your brand is, and how your product will change their lives. You need to remind them of all these things. And that places you at least halfway through the process.

Thanks to cookie files and tracking pixels, you can get to know which of your pages have the users visited before. That knowledge is the key to effective retargeting. Say you’re recruiting for your company and you’ve created a landing page with a job offer before. Some people visited it, read through it, but did not apply for the job.

Knowing that they have already seen your offer, you may wait a few days and create another ad that corresponds with the previous one: “Still looking for a job? Check out our offer!” or “Time to reconsider!” type of copy would work great on an advertisement. Remember, though, that you should also prepare a dedicated landing page to maintain the personalized experience for the visitors.

First things first: create a new ad

Equally important: make a landing page

Some companies struggle to see the sense behind making yet another landing page for retargeting purposes. However, it is the very core of landing pages – the possibility to create them fast, easy, and ready for any occasion. But what will happen if you decide not to build a landing page for your retargeting campaign?

The users will notice a new ad, but if they show interest in it and click, they’ll land on the same page as before to get disappointed because the page hasn’t changed a bit, and they will see that in a blink of an eye.

The most likely result? Skyrocketing bounce rate and wasted money.

You can’t expect the new ad to do all the work. Even more, if you observe that your first ad encourages people to click, but then they drop off the funnel, you may consider A/B testing the landing page to diagnose the issue. Of course, that doesn’t mess up your retargeting campaign – it’s still worth doing!

To run a retargeting campaign, you need to know who visited which page and when that happened. To get such information, you need a Pixel.

It’s a piece of code that you can paste to the source of your landing pages, websites, and so on, and then it will get passed to visitors’ browsers (here, have a cookie). The tracking pixel does what it says – it tracks people after they leave your site and tells marketing platforms (such as Google Display Network) to display retargeting ads to the user.

If done right, retargeting can launch right after users leave your site while they still remember the visit.

How to set up retargeting?

If you’re eager to run a retargeting campaign on Facebook, you should head to Facebook Ads Manager and the Audiences section. Click “custom audiences” and “website traffic.” You’ll be presented with the list of the audiences, and you’ll be able to select one.

After that, you’ll get a Facebook Pixel, which you now have to paste to your website.

Retargeting in Facebook

If you’re using Google Ads, you can set retargeting in the “remarketing” area (that’s because retargeting and remarketing are being used interchangeably).

You’ll get a remarketing tag, which needs to be pasted at the bottom of the landing page created for the campaign. Of course, you can set up retargeting for any of your audiences and launch campaigns simultaneously.

Retargeting in Google

Takeaways

1. Retargeting allows you to show new ads to people who visited your pages before.

2. Landing pages are crucial for retargeting, since they provide a personalized experience for returning visitors.

3. You can run more than one retargeting campaign at once for different audiences.

4. Retargeting usually requires pasting a tracking code into your landing pages.

What's next?

The Landing Page Academy ends here. You've read through 30 lessons which – we hope so! – showed you how to create, optimize and make use of landing pages. The only thing left to do is to take the test and get a certificate of completion. Good luck out there!

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