Top 5 Tips To Retarget Your Website Visitors

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Why Retarget Your website Visitors

If you’re like most business owners, at some point, you thought it was a good idea to build a website for your business. But if you’re also like most business owners, you’re probably scratching your head and wondering what’s it doing for me?

Bob in innovation team

More people are spending time online for entertainment, for work, and searching for products and services. Billions of people search for products and services on Google. People are also finding new brands on social media.

This was a key motivator for Bob and why he decided to change a few months ago– A decision that has significantly impacted his business. He started by asking himself a few questions about his website, which also led him to have a tough conversation with his marketing manager (his son).

  • Who are my customers?
  • How do they find me?
  • How do I segment my customers into audiences?
  • What do the actions they take on my website tell me?
  • How can I use these actions to increase my sales?

The answers to these questions led Bob to understand his mistakes. Bob decided to stop doing nothing and start doing something that would positively impact his business. 

Here Are The Top 5 Tips to Retarget Customers That Visit Your Website

If this sounds like you, then keep reading. 

Define Audience for Retarget

#1 Define Your Audience for Retargeting

Your audience is put together by slicing up and pulling data from your website visitors. Data collection tools like Google Analytics allow you to start collecting data about your visitors’ actions on your website. The data will enable you to organize this information into audiences and start using it for retargeting these visitors. That way, you reach the right person looking for your product or service at the right time. Being able to define your audience really comes down to understanding your website visitors

#2 Understand The Intent Signals Of Visitors

Customers go through a buyer’s journey of becoming aware that they have a problem, actively searching for options, and finally making a decision. The action a visitor takes on your website can tell you a lot about where they are in their buyer’s journey. Let’s use Bob again. He started looking at his Google analytics data. He realized that a good chunk of his visitors that viewed his contact us page were not filling out the contact us form. He also saw that most of his visitors only scrolled down 50% of his home page. His bounce rate (people leaving his site quickly) was also high.

Here’s an example of intent signals that you can monitor in Google Analytics and Google Ads.

  • A page they are viewing
  • The number of pages per visit
  • Forms are they submitting
  • Viewing the contact us page
  • Returning visits
  • Adding to Cart 
  • The type of products in the cart
  • Scroll depth
  • The content they engage with
  • Social shares
  • Traffic source
  • Time since the last visit
  • Bounce Rate
  • Phone calls

Google Analytics tracks these types of actions that visitors take on your website. By taking the time to review these actions and organizing the data into Audiences, a business can use retargeting ads to nurture those visitors into paying customers. It will also help you fix gaps on your website and improve your customer’s experience. 

Understand the Audience - Retargeting
Funnel Mapping - Retarget

#3 Funnel Mapping for Retarget

As discussed, each customer goes through stages of a buyer’s journey, starting with Awareness moving to Consideration (which shows intent), to making a purchase. 

Before setting up your Audience in Google Adwords, it’s essential that you take a hard look at your funnel. I’m sure most of you reading this know what I’m talking about here, but for those that don’t, your funnel is the step-by-step process your visitors take on your website right up to the stage where they purchase from you: From finding you on google search, visiting your “Home” page, reading your “About Us” page, searching through your products or services, comparing your pricing, emailing you and asking questions, to making a purchase. 

This is the point where you need to audit your website. Ensure that your website content and pages are optimized to funnel your customers in the most effective way possible. You should fix any glaring gaps and content that are hindering your visitors from flowing through your funnel. it would be best if you did this before building your audiences or starting any remarketing campaigns

#4 Set Up Your Audience In Google Ads

Setting up specific audience segments is a critical step in running successful remarketing (retarget) campaigns. But first, you have to complete the first three tips. Now that you’ve done that, it’s time to set up audiences in Google Ads. Ask yourself what the top actions that you want your visitors to take are. 

  • Do you want them to visit your store?
  • Do you want them to call you?
  • Do you want a lead (get their contact information)?
  • Do you want them to buy a product from an online store?

By answering these questions, you start with the end in mind. You’re basically working backwards from your goal of gaining a customer. You build your audiences based on the buyer’s journey stages and create these audiences in Google Ads and track the data in Google Analytics.

Marketing Stage - Innovation - Retarget Ads

#5 Run Audience Based Retargeting Campaigns

Now that you’ve set up your audiences, you will want to run retargeting ads that will nurture your visitors through the funnel and become paying customers. You will also want to make sure that you have set up conversion tracking.

A conversion is an action you want your customers to take. It could be clicking a button to calling you, or filling out a form or making a purchase.

You will also want to define the value of that conversion. Ask yourself how much is the amount of action worth to your business. For example, Bob’s average sale value of a customer is $5000. This means that if a visitor fills out a form and becomes a paying customer, then the customer’s conversion value filling out the form is worth $5000. It’s a simple way to think about conversion value, but it will get you started and help you set up your conversions in Google.

Before setting up your ad content, think about your customers’ problem. What does your product or service solve? Write them down and create a list. Now think about the questions that your customers ask to search for answers to solve these problems.

You will want to use these words and phrases in your ads to nurture your visitors through the funnel.

Below is an example of Audiences that you could create

  • Awareness
  • First time Visitors
  • Visitors scrolled through 90% of the home page.
  • Time on Site
  • Consideration
  • Product/Service page Views
  • About Us Page Views
  • Contact Us Page Views
  • Social Shares
  • Phone Call
  • # of Visits
  • Purchase
  • Add to cart
  • Abandoned Cart

These Audiences are in no way an exhaustive list. Instead, it’s an example of the types of audiences you can set up and use to retarget your customers and make sure you’re nurturing them through your funnel.

If you would like to learn more about remarketing campaigns, then fill out the form below and book a no-obligation call to discuss how remarketing can help your business today.

What to Learn More

To find out more about using Pipedrive to help you scale your business, book a call with one of your account managers. We will learn more about your business and show you how to optimize your processes.

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