Retargeting in SEA: everything you need to know about this essential marketing strategy

Retargeting, also known as remarketing or advertising retargeting, is a marketing technique that consists of displaying online advertisements to Internet users who have already visited your website. website or shown an interest in your products and services.

This technique improves your brand's visibility, increases your sales and builds customer loyalty.

In this article, discover the 10 key points of retargeting in Search Engine Advertising (SEA) to gain a better understanding of this online advertising method.

How does retargeting work in SEA?

The concept of retargeting is based on tracking Internet users after they have visited your website. When a user visits your site or performs a particular action, a cookie is placed on their computer.

This cookie is then used to display targeted ads when the user browses other partner sites in the advertising network. The aim is to remind users of your brand so that they return to your site and, ideally, make a purchase.

Who are the main players offering SEA retargeting solutions?

1. Google Ads market leader, Google offers retargeting campaigns thanks to its extensive Display network and its solutions such as dynamic ads, remarketing lists for Search Network ads and hearings similar.
2. Facebook Ads with over 2 billion active users per month, Facebook offers a wide audience to deliver your retargeting ads thanks to its advertising platform, which also includes Instagram.
3. Criteo This French company specialises in retargeting advertising and works with a large number of partner sites to reach Internet users at the right time.

Why set up retargeting campaigns?

Retargeting offers a number of advantages for companies wishing to optimise their marketing efforts:

• It increases the visibility of your brand among an audience that is already interested in your products or services.
• It promotes conversion Internet users who did not make a purchase on their first visit to your site.
• It helps build customer loyalty by regularly reminding them of your presence.
• Finally, it offers a better return on investment (ROI) than traditional advertising campaigns, because it only targets Internet users who have shown an interest in your offers.

How do you create an effective retargeting campaign?

Defining your objectives

To ensure the success of your retargeting strategy, start by clearly defining your objectives. Do you want to maximise sales, build customer loyalty, promote a specific product or simply strengthen your brand image? Once you have established your objectives, you can choose the tools and parameters best suited to your campaign.

Segmenting your audiences

To improve the performance of your retargeting ads, it is essential to segment your audiences according to criteria such as the behaviour of users on your site, their browsing history or their demographic data. This segmentation will enable you to deliver more relevant and personalised advertising based on your users' profiles.

Manage how often ads are displayed

Too many solicitations can lead to the opposite of the desired effect: annoying the user and damaging your brand image. It is therefore important to regulate the frequency with which your retargeting ads are displayed. Choose a moderate frequency that is sufficient to remind users of your brand without annoying them unnecessarily.

Vary the content of advertisements

To avoid user fatigue, remember to vary the content of your retargeting ads. Use different visuals, texts and incentives to action to create a unique experience. user experience more dynamic and interesting.

Measuring the performance of your campaigns

Don't forget to regularly monitor the key performance indicators (KPIs) of your retargeting campaigns in order to assess their effectiveness and adjust your parameters or advertising budget accordingly.

Mistakes to avoid with retargeting

Retargeting is a powerful tool, but there are certain pitfalls to avoid if you don't want to compromise your results:

• Do not exclude conversions already completed Retargeting: remember to exclude users who have already made a purchase from your retargeting strategy, so as not to waste your advertising budget and avoid unnecessary ads for these users.
• Focus on retargeting Retargeting must be part of an overall marketing strategy that includes other levers such as referencing natural (SEO), the development of social networks and the creation of quality content. Don't rely on this technique alone!
• Launching a campaign without preparation Take the time to clearly define your objectives, your target audience and your messages before launching your first retargeting ad. A structured, consistent approach will maximise your chances of success.

How retargeting complements other marketing techniques

Retargeting is a complementary tool to other marketing and advertising techniques such as content marketing, SEO, social media marketing and email marketing. By combining different methods, you can consolidate your overall strategy and encourage a rich and harmonious user experience, thereby helping to satisfy your customers and build their loyalty.

What budget should you allocate to retargeting?

The budget allocated to retargeting depends on a number of factors, such as the size of your business, the cost of keywords in your sector and the competitiveness of the market. It is possible to set up retargeting campaigns with limited budgets, thanks in particular to advertising tools offering flexible pricing options based on performance. The ideal approach is to start with a moderate budget and then analyse the results to adjust your expenditure in line with the profitability observed.

The future of retargeting: challenges and prospects

Technologies are evolving rapidly and so is the way in which Internet users interact with online advertising. Retargeting needs to adapt to these new trends if it is to continue to be effective and relevant. The main challenges include respect for user privacy (with the gradual implementation of the RGPD), the growing use of ad blockers and the development of more interactive and immersive advertising formats (such as augmented reality and video).

Despite these challenges, retargeting in SEA remains a powerful and promising marketing strategy for reaching qualified audiences and improving your sales. conversion rate. By understanding the mechanisms and avoiding common mistakes, you can take advantage of this advertising technique and develop your online business.