Many businesses invest heavily in their digital advertising campaigns, but if you’re not retargeting your audience across platforms, you’re leaving money on the table. Research shows that 98% of visitors won’t convert on their first visit to your website. So, how do you bring them back, and more importantly, how do you ensure they convert? Enter: cross-platform retargeting.
Cross-platform retargeting allows you to follow potential customers as they move between different platforms and devices. Whether they’ve interacted with your brand on Facebook, Instagram, Google, or even through email, cross-platform retargeting ensures your message stays in front of them, guiding them further down the sales funnel.
In this guide, we’ll explore the best cross-platform retargeting strategies to help you re-engage lost visitors, improve your conversion rates, and increase your return on ad spend (ROAS).
What is Cross-Platform Retargeting?
Cross-platform retargeting involves showing ads to users across multiple platforms after they’ve already interacted with your business in some way. The key goal is to remind users of your brand and encourage them to return and complete a desired action—be it a purchase, sign-up, or download.
For example, someone might visit your website after clicking an ad on Google, browse a few products, but leave without making a purchase. Later, you can serve that same user a retargeting ad on Facebook or Instagram, reminding them of the product they viewed and nudging them toward conversion.
This type of retargeting works by using cookies, pixels, or user IDs to track users across platforms, ensuring your ads reach them wherever they spend their digital time.
Benefits of Cross-Platform Retargeting
Why should you care about retargeting across platforms? Because it’s one of the most powerful ways to increase conversions and improve your ad efficiency. Here’s why it matters:
1. Increased Brand Recall
The more often a potential customer sees your brand, the more likely they are to remember it when they’re ready to make a purchase. Cross-platform retargeting allows you to stay top of mind by consistently showing your ads across multiple channels.
2. Higher Conversion Rates
Users who have already interacted with your brand are more likely to convert than first-time visitors. By retargeting them on various platforms, you increase the chances of nudging them toward a final decision.
3. Maximise Your Ad Spend
Rather than constantly targeting new audiences, retargeting focuses on people who have already shown interest in your brand. This makes your ad spend more efficient by focusing resources on audiences that are more likely to convert.
4. Improved Customer Journey
Cross-platform retargeting allows for a seamless customer journey. By serving ads in various locations, you can guide potential customers from awareness to consideration to conversion more effectively.
How to Set Up Cross-Platform Retargeting
Implementing cross-platform retargeting involves several steps, from setting up tracking pixels to creating tailored ad campaigns for different platforms. Let’s break it down.
1. Install Tracking Pixels
The first step in any retargeting strategy is to install tracking pixels on your website. These pixels collect data on visitors and track their behaviour, allowing you to serve them ads later.
Facebook Pixel
For retargeting on Facebook and Instagram, you’ll need to install the Facebook Pixel on your site. This pixel tracks users’ actions, such as viewing products or adding items to their cart, and allows you to retarget them with personalised ads.
Google Ads Tag
For Google Ads retargeting, you’ll need to install the Google Ads Remarketing Tag. This tag works similarly to the Facebook Pixel, tracking user interactions and enabling retargeting across Google Search, Google Display Network, YouTube, and more.
Other Platforms
If you’re using additional platforms like LinkedIn, Twitter, or TikTok, you’ll also need to install their respective tracking pixels or tags to capture user data for retargeting.
2. Segment Your Audience
Not all users are the same, and neither should your retargeting ads be. Segment your audience based on their actions and where they are in the customer journey.
For example:
- Cart Abandoners: People who added items to their cart but didn’t complete the purchase.
- Product Viewers: People who viewed specific product pages but didn’t take any further action.
- Email Subscribers: People who signed up for your newsletter but haven’t made a purchase yet.
By segmenting your audience, you can create more personalised ads that speak directly to their needs and motivations.
3. Create Platform-Specific Ads
One of the biggest mistakes in cross-platform retargeting is using the same ad across multiple platforms. Each platform has its own unique audience behaviour and ad formats, so it’s crucial to tailor your ads accordingly.
Facebook and Instagram
These platforms are highly visual, so your ads should focus on eye-catching imagery or video content. Use carousel ads to showcase multiple products, or try dynamic ads that automatically display products users have already viewed.
Google Ads
Google Display Ads are perfect for retargeting, as they can appear across a wide range of websites. Create simple, clear ads with strong calls to action (CTAs) that remind users of the products they viewed.
YouTube
Retargeting on YouTube is ideal for delivering longer-form content. Consider creating video ads that tell a story or explain the benefits of your product in more detail.
4. Implement Dynamic Retargeting
Dynamic retargeting takes personalisation to the next level by automatically showcasing products that users have already viewed or interacted with. This is especially powerful for eCommerce businesses, as it allows you to serve ads featuring the exact items someone browsed but didn’t purchase.
Both Facebook and Google Ads offer dynamic retargeting options, and setting them up is relatively straightforward once you have your product catalogue linked to your ad account.
5. Optimise Frequency and Timing
While retargeting is powerful, it’s essential not to overdo it. Bombarding users with the same ad repeatedly can lead to ad fatigue and a negative brand perception.
To avoid this:
- Set frequency caps to limit how often a user sees your ad within a specific time period.
- Use timing strategically. For example, retarget cart abandoners within 24 hours, but give product viewers more time before showing them another ad.
Best Practices for Cross-Platform Retargeting
To get the most out of your cross-platform retargeting campaigns, follow these best practices:
1. Align Your Messaging Across Platforms
While each platform has its unique audience and ad format, your overall messaging should remain consistent. Ensure that your brand voice, value proposition, and offers align across all platforms.
2. Use Personalisation
Personalisation is key to successful retargeting. Use dynamic ads to show users the exact products they viewed or tailor your messaging based on their previous interactions.
3. Measure and Optimise
Retargeting is not a “set it and forget it” strategy. Continuously monitor your campaigns to see which platforms are delivering the best results, and adjust your targeting, creative, and budget as needed.
4. Leverage Lookalike Audiences
Once you’ve successfully retargeted your existing audience, consider expanding your reach by creating lookalike audiences. These are users who share similar characteristics to your best customers and are more likely to engage with your brand.
FAQs About Cross-Platform Retargeting
1. What is cross-platform retargeting?
Cross-platform retargeting involves showing ads to users across multiple platforms (e.g., Facebook, Google, Instagram) after they have interacted with your brand in some way. It helps keep your brand top of mind and encourages users to convert.
2. How does cross-platform retargeting work?
Cross-platform retargeting works by using tracking pixels, cookies, or user IDs to track users across different platforms. This allows you to serve them ads based on their previous interactions with your website or app.
3. What platforms can I use for cross-platform retargeting?
You can retarget users across various platforms, including Facebook, Instagram, Google, YouTube, LinkedIn, Twitter, and more. The key is to install the necessary tracking pixels for each platform.
4. What is dynamic retargeting?
Dynamic retargeting involves automatically displaying products or services that users have already viewed on your website. It’s a highly personalised form of retargeting that can significantly boost conversion rates, especially for eCommerce businesses.
5. How can I avoid ad fatigue in retargeting campaigns?
To avoid ad fatigue, set frequency caps to limit how often users see your ads. Additionally, vary your creative and messaging to keep your ads fresh and engaging.
Conclusion
In today’s fragmented digital landscape, a single touchpoint is rarely enough to convert a potential customer. By implementing cross-platform retargeting strategies, you can stay in front of your audience wherever they spend their time, guiding them towards conversion with personalised, relevant messaging.
From Facebook Ads to Google Ads, dynamic retargeting, and tailored creative, cross-platform retargeting is one of the most effective ways to maximise your ad spend and drive consistent results. And if you need expert help navigating the complexities of cross-channel advertising, check out our Facebook Ads Management and Google Ads Management services for tailored strategies to grow your business.