What is Retargeting?
Retargeting is a digital marketing technique that involves showing ads to people who have previously visited a website but did not complete a desired action, such as making a purchase.
These ads, known as “retargeting ads”, follow the user across the internet in order to remind them of the product or service and encourage them to complete the intended action.
Why Use Video for Retargeting?
There are several key reasons why video has become the dominant format for retargeting campaigns:
Engagement – Video ads have been shown to drive higher levels of engagement and interaction than other ad formats like images or text. People are simply more likely to watch a short video than click on static images.
Memorability – The visual and auditory components of video make the content more memorable. People are more likely to remember a brand or product they saw in a video rather than a static image.
Storytelling – Video gives marketers the ability to tell a story and convey emotions in a way that drives people to take action. It’s easier to connect with customers on a human level through video.
Optimization – Video ads can be optimized based on user behavior like view-through rates or drop-off points. Marketers can test different creatives, lengths, and messaging to see what resonates most.
How to Create Effective Retargeting Videos
When creating retargeting video ads, it’s important to follow these best practices:
- Keep it short – Retargeting videos should be 15 seconds or less to keep people engaged.
- Tell a focused story – The video should clearly communicate the key benefit of taking the desired action, whether it’s making a purchase or downloading an offer.
- Use compelling imagery – High quality stock video or professionally shot footage will capture attention more than static images or text-heavy slides.
- Include social proof – Testimonials, reviews, or usage scenarios can boost credibility and trust.
- Call to action – Clearly state the desired next step at the end to move people to conversion.
- Test different creatives – A/B test headlines, scripts, talent, or footage to find the most effective combination.
With the right strategy and creative execution, retargeting video ads can significantly increase engagement and drive more customers down the funnel. The visual storytelling ability of video makes it a powerful format for this type of remarketing campaign.
FAQ
Q: How long should a retargeting video be?
A: In general, retargeting videos should be 15 seconds or less. The goal is to quickly re-engage lost traffic and remind them of your offer, so brevity is important to keep people watching. You can test different lengths, but typically anything over 30 seconds won’t hold attention.
Q: What is the optimal time for retargeting?
A: Research shows the best time for retargeting campaigns is within 24-48 hours after a user’s first visit to your site. This “warm” period immediately following their initial interaction is when they are most receptive to being reminded. Retargeting too soon or too late reduces effectiveness.
Q: How do I measure the success of retargeting videos?
A: Key metrics to track include view-through rates, click-through rates, conversion rates, and cost per acquisition. You’ll want to optimize creatives that drive the highest engagement at the lowest CPA. Google Analytics and Facebook Insights provide data on view and click metrics, while your ecommerce or CRM has purchase data. A/B test regularly to improve performance.
Q: What are some examples of successful retargeting video campaigns?
A: Companies like Dollar Shave Club, Warby Parker, and Casper have run highly successful retargeting video campaigns. DSC’s humorous videos re-engaged abandoned cart traffic, while Casper’s sleep-focused videos drove people to schedule mattress deliveries. Tracking purchase data allowed these brands to attribute significant revenue to retargeting video remarketing.
Q: Can I use retargeting if I don’t have first-party data?
A: While first-party data from your own site visitors provides the best targeting, there are also options to retarget “cold” audiences without it. You can use lookalike modeling against your best customers to identify and target similar profiles not currently in your database. You can also work with a data management platform to access large pools of anonymous, aggregated web browsing data.
In Summary
By leveraging the storytelling power of video, retargeting allows marketers to re-engage lost traffic and drive them further down the funnel. When paired with tight targeting of past website visitors and optimized creatives tested via A/B testing, retargeting video campaigns can significantly increase engagement and conversion rates.
With some experimentation, video retargeting can become a very effective way to remind prospects of your offer and get them to take action.
