Vad är Retargeting?
Snabbdefinition
Retargeting är en onlineannonstaktik som visar annonser för användare som tidigare besökt din webbplats eller interagerat med ditt innehåll.
Retargeting (also called remarketing) is a digital advertising technique that serves ads specifically to people who have already visited your website. When someone visits your site but doesn't convert, a small piece of code (a "pixel") places a cookie in their browser. This allows ad platforms to show your ads to that specific person as they browse other websites, social media, or search engines.
The logic behind retargeting is simple: someone who has already visited your site has demonstrated interest in your product or service. They're a much warmer audience than someone who's never heard of you. Retargeting keeps your brand in front of them and encourages them to return and complete their purchase or inquiry.
Retargeting can be segmented based on behavior. You can show different ads to people who visited your pricing page (they're close to buying) vs. people who only viewed a blog post (they're still learning). You can retarget cart abandoners with the specific products they left behind, or show testimonial-focused ads to people who viewed your services page.
Major retargeting platforms include Google Ads (Display Network and Search), Meta (Facebook and Instagram), LinkedIn, and programmatic platforms. Each offers different targeting options and creative formats, from display banners to video ads to native content.
Varför det spelar roll
Only about 2-3% of website visitors convert on their first visit. Retargeting gives you another chance to reach the other 97% who left without taking action. Because these people already know your brand, retargeting ads typically have 10x higher click-through rates and significantly lower cost-per-conversion than regular display ads.
Retargeting is one of the most cost-effective advertising strategies available because you're spending money on people who have already expressed interest, rather than trying to reach cold audiences.
Verkliga exempel
An e-commerce store retargets cart abandoners with ads showing the exact products they left behind, recovering 15% of abandoned carts
A SaaS company shows a case study video ad to people who visited their features page but didn't sign up, resulting in a 22% lower cost-per-trial than cold traffic campaigns
A travel agency retargets people who searched for specific destinations with personalized package deals, achieving a 5x return on ad spend
A B2B company runs sequential retargeting: first showing brand awareness ads, then testimonials, then a limited-time offer, guiding prospects through the funnel over 30 days
Relaterade termer
PPC (Pay-Per-Click)
PPC (Pay-Per-Click) är en onlineannonsmodell där annonsörer betalar en avgift varje gång någon klickar på deras annons, ofta använt i Google Ads.
Conversion Rate
Konverteringsgraden är procentandelen webbplatsbesökare som genomför en önskad åtgärd, som att göra ett köp, fylla i ett formulär eller registrera sig.
CPC (Cost Per Click)
CPC (Cost Per Click) är det belopp en annonsör betalar varje gång en användare klickar på deras annons, ett nyckeltal i PPC-kampanjer.
ROI (Return on Investment)
ROI (Return on Investment) mäter lönsamheten av en investering genom att beräkna genererad vinst eller förlust i förhållande till investeringskostnaden.
Behöver du hjälp med retargeting?
Vårt team kan hjälpa dig att tillämpa detta koncept i praktiken. Boka en kostnadsfri konsultation för att diskutera ditt projekt.