How can you use retargeting to re-engage users with your blog content?

Retargeting is a powerful way to re-engage users who have visited your blog but did not take any action, such as subscribing, sharing, or buying. It allows you to show them relevant ads based on their interests and behavior, and remind them of the value of your content. In this article, you will learn how to use retargeting to re-engage users with your blog content and boost your traffic, conversions, and loyalty.

1 What is retargeting and how does it work?

Retargeting is a form of online advertising that uses cookies or pixels to track users who have visited your blog or website and then shows them ads on other platforms, such as social media, search engines, or display networks. The ads are tailored to the users' preferences and actions, such as the topics they read, the pages they viewed, or the products they added to cart. The goal of retargeting is to bring back users who have shown interest in your content or offerings, but have not yet converted or returned.

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Steve Lewis, MBA

Fortune 500 Social Media Leader | Intel | Tech, Enterprise, + Executive | Former Accenture + AT&T | Former LinkedIn Top Voice: Social Media | Proud Dad
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Understand User Behavior: Analyze user behavior on your blog. Identify popular posts, pages visited, and the duration of their stay. Understanding what content resonates most helps tailor retargeting efforts effectively. Pixel Installation: Install retargeting pixels on your blog. Platforms like Facebook and Google Ads offer pixels that track user activity. This enables you to create custom retargeting audiences based on specific blog interactions. Segment Your Audience: Divide your audience into segments based on their interactions. Create segments for users who visited specific blog categories, read certain posts, or abandoned the website without taking any action. Tailor retargeting campaigns to each segment's interests.

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2 Why is retargeting important for your blog content?

Retargeting is essential for your blog content as it can help to boost your brand awareness and recall among your target audience, build trust and credibility with users, drive more traffic and conversions, and reduce your bounce rate. This is done by showing users relevant and timely offers, incentives, or calls-to-action that match their needs and interests. Retargeting can also increase user retention rate by providing them with more value and reasons to revisit your blog and consume more of your content.

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Kanika Sreen

Deputy Manager - Product Marketing | Content Strategist | B2B Marketing | SaaS | MarTech | Content Marketing | Digital Marketing
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Retargeting demonstrates your commitment to delivering value and relevant content to users. Those who've engaged with your content in the past are often more receptive to your offers. Moreover, when they encounter content that aligns with their prior interests, they are less likely to leave your site immediately, resulting in a lower bounce rate. By delivering well-timed incentives and offers during retargeting efforts, you can motivate them to revisit your blog, ultimately resulting in increased conversions. Retargeting functions as a reminder, encouraging users to return for more information and insights.

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3 How to set up retargeting for your blog content?

To set up retargeting for your blog content, you must select a retargeting platform or tool, such as Google Ads, Facebook Ads, or AdRoll. This platform will enable you to create and manage your retargeting campaigns and audiences. Additionally, you should install a tracking code or pixel on your blog or website to collect data on user behavior and preferences. Segmenting your users into different retargeting audiences based on their level of interest, engagement, or intent is also essential. You should then create and design your retargeting ads that will show users relevant and compelling messages, images, or videos. Finally, you should monitor and optimize your retargeting campaigns by tracking and analyzing performance metrics such as impressions, clicks, conversions, or cost-per-acquisition and adjusting your budget, bid, or ad creative accordingly.

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4 How to make your retargeting ads more effective?

For more effective retargeting ads, you need to align them with your users’ interests and goals, personalize them with details like their name and location, use clear and catchy headlines, copy, and visuals, include a strong and specific call-to-action, and test and experiment with different ad formats, sizes, placements, and frequencies. Doing so will help capture users’ attention, highlight the benefits of your content or offerings, motivate them to click on your ads and return to your blog or website, and avoid ad fatigue or annoyance.

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5 How to measure the impact of retargeting on your blog content?

To measure the impact of retargeting on your blog content, you need to define your objectives and key performance indicators, such as traffic, conversions, retention, or revenue. Utilize analytics tools and platforms, such as Google Analytics, Facebook Insights, or AdRoll Dashboard to gain data and insights on your retargeting campaigns and audiences. Additionally, compare and contrast your results with control groups, split tests, or attribution models to isolate the effect of retargeting on your blog content and users' behavior. Finally, learn and improve by identifying what works and what doesn't to apply your learnings and best practices to future retargeting campaigns and content creation.

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Kamaljeet Kalsi

Editor | Producer | Prompt Engineer | Content & Marcom Specialist | Editorial Project Manager | Strategist | Ex-ClickZ and Search Engine Watch | Ex-Blenheim Chalcot
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Analyse user interaction based on content categories and personas to identify engagement trends in your data analytics tool. Knowing your subject matter is crucial to building content that delves deeper into more detail across the vertical or horizon for retargeting.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jonas Sickler

I unlock marketing performance and consumer insights through data.
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In addition to running retargeting ads to users who already visited your blog, consider running Google Dynamic Search Ads (DSA) to blog posts. This can expand your reach beyond organic search, reveal new keywords that night not show up in SEO tools, and reduce your CAC vs traditional paid search.

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How can you use retargeting to re-engage users with your blog content?

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1 What is retargeting and how does it work?

2 Why is retargeting important for your blog content?

3 How to set up retargeting for your blog content?

4 How to make your retargeting ads more effective?

5 How to measure the impact of retargeting on your blog content?

6 Here’s what else to consider

Content Strategy

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How can you use retargeting to re-engage users with your blog content?

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4

5

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1 What is retargeting and how does it work?

2 Why is retargeting important for your blog content?

3 How to set up retargeting for your blog content?

4 How to make your retargeting ads more effective?

5 How to measure the impact of retargeting on your blog content?

6 Here’s what else to consider

Content Strategy

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