Retargeting, often used interchangeably with remarketing, helps keep your brand visible even after your visitors have left your website. This form of online advertising has been around long enough to evolve into a smart way of selectively targeting consumers based on their internet actions. While the benefits of retargeting are numerous, there is still a substantial scope for individual marketers and agencies alike to utilize this strategy to push their click-through and conversion rates upward. These retargeting statistics will help you understand why retargeting should be an essential part of your digital marketing arsenal this year and beyond, so read on!
Retargeting Statistics (Editor’s Choice)
- Facebook and Google are the two most popular retargeting platforms by far.
- Retargeting helps address the 98% of visitors who leave a website without making a purchase.
- The average CTR for retargeting ads is 10x that of display ads.
- Retargeting can increase conversion rates by as much as 150%.
- Retargeting ads have an average CPC of about half of search ads.
- B2B retargeting outperforms B2C retargeting by over 400% on conversions per impression.
General Retargeting Facts
1. 77% of marketers are using retargeting as part of their Facebook and Instagram advertising strategy.
Over three-quarters of survey respondents use retargeting within their social ad strategies across Facebook and Instagram, while 44% and 35% use it for Twitter and LinkedIn, respectively. A further position retargeting within their email marketing strategies, while only 28% include it within their larger PPC plan.
(Sharp Spring Ads)
2. Both SMB and enterprises prefer to focus their retargeting efforts on social channels the most.
Retargeting statistics reveal that 80% of small to midsize businesses use retargeting via social channels, compared to 73% of enterprises. Except for mobile, enterprises and SMB vary in their channel of choice, most specifically in the use of videos. More than half of enterprises (58%) prefer videos, compared to only 27% of SMB that do so.
(Sharp Spring Ads)
3. 46% of search engine marketers believe retargeting is the most underused online marketing tactic.
According to a survey on retargeting trends, despite the growing awareness of the benefits of retargeting, it still remains surprisingly underused. Of course, the ways of motivating consumers to complete their purchase depend on the nature of your business. In some cases, banner ads may be the right option, while in others, offline marketing via direct mail may be the way to go.
4. Facebook Custom Audiences is used by 42% of the top 1m sites, making it the most popular retargeting technology.
Not too far behind Facebook is Google Remarketing, used by 29% of the top 1 million sites in the world. The next four positions are occupied by Bing Universal Event Tracking (9%), Criteo (9%), Twitter Ads (5%), and AdRoll (4%).
5. Increasing brand awareness and driving sales are the primary goals of retargeting.
Surveyed marketers cited improving brand awareness and driving sales as the most important goals of their remarketing strategy, both tied at 57%. According to stats on retargeting, additional goals include customer retention (55%), and lead generation (37%), community building (27%), and lead nurturing (24%).
(Sharp Spring Ads)
How Effective Is Retargeting?
6. Only 2% of website visitors convert during their first visit.
This means that 98% of the visitors a website manages to attract leave without spending a penny. They don’t care about your expensive and carefully thought-through digital marketing strategies. Retargeting helps in bringing some of these 98% of visitors back to your site. This makes it a logical strategy to ensure that your overall marketing spend earns you better ROI.
7. The average CTR for retargeted ads is 0.7% compared to 0.07% for display ads.
These retargeting CTR statistics mean that a retargeting campaign, on average, performs nearly ten times better than a regular display ad. This translates into a proportionately better conversion of online visitors compared to other digital advertising strategies. If you are familiar with the stakes of digital marketing, you would know that a 10x difference in engagement rates equals a major ROI margin.
8. Retargeting can increase conversion rates up to 10% across industries.
That being said, the impact of retargeting on conversion rates can vary depending on the industry. As per retargeting statistics, the ecommerce industry is among the ones that receive profitable retargeting results: retargeting cart abandoners can increase conversion rate up to 26%, while a quarter of consumers appreciate being reminded of the products they’ve pursued before.
(Hal Archives, Skai)
9. 90% of marketers say retargeted ads perform as well as or better than other digital marketing avenues.
These include search, email, and display advertising. It is not difficult to understand why marketers would have a positive opinion of retargeting; it helps strengthen other marketing strategies through reminders to potential customers, without much significant expense.
10. B2B retargeting outperforms B2C by almost 150%, B2B retargeting statistics show.
Business-to-customer firms have been the first to adopt retargeting, while business-to-business companies followed suit later on. Stats show that they’ve already started to suppress the B2C companies in effectiveness with 147% higher clickthrough rates in comparison.
11. Only 13% of marketers are dissatisfied with their ability to measure ROI from retargeting.
Not being able to measure the success of a given marketing project means the job is half done, and the assessment process is hardly ever linear or straightforward. That being said, retargeting stats confirm the tactic to be easily measured against certain KPIs, ROI being the most important one. 60% of marketers surveyed reported being moderately satisfied with their ability to measure ROI, while 27% said they are extremely satisfied.
(Sharp Spring Ads)
12. 37% of consumers click on retargeted ads because they are drawn to the products displayed.
Being drawn to products in advertisements is the most commonly cited reason by consumers for clicking on retargeted ads. A convenient way to visit a website that users already intended to visit (28%) and the desire to find more information on the product in the ad (21%) are the other prominent reasons, according to retargeting ad statistics.
13. Retargeted visitors are 70% more likely to convert on a website compared to those who aren’t targeted for the second time.
Most online shoppers do not spend their money at a website on the first visit, and many require that extra nudge for their intent to convert into purchase behavior. This nudge is provided by retargeting, resulting in 70% improved chances of converting those visitors into buyers.
14. Combining retargeting ads with other advertising can increase sales by 50%.
Mobile retargeting statistics show that it is an important way to maximize the value of your existing customer base. Adding digital retargeting into a well-defined mobile marketing strategy can change the economics of performance.
15. It is possible to see up to 40% growth in revenue with dynamic retargeting.
While retargeting as such is among the strongest strategies among marketers, dynamic retargeting puts it on steroids. Classical remarketing serves ads to users who previously visited your website or used your mobile app; a dynamic strategy would show ads that contain the products/services said users viewed on your platforms. Dynamic retargeting statistics reveal that it could lead to tremendous growth in revenue and increase conversion rates up to five times compared to other retargeting campaigns.
16. More than half of marketers cite ROI as the most effective KPI for retargeting.
One survey further revealed that 40% rely on return on advertising spend, 36% on cost per acquisition, and 35% on click-through rate. What’s interesting though, as per retargeting benchmarks, marketers that consider themselves successful in their retargeting strategy put as much weight on return on advertising spend and cost per acquisition as ROI, with 47%, 44%, and 48%, respectively.
(Sharp Spring Ads)
17. Shoppers spend 67% more on orders after shopping from a brand for more than 30 months.
Retargeting is also useful in getting past online buyers to revisit a website for a repeat purchase. On average, ecommerce businesses have 20-30% returning customers—who proved to be spending much more than first-time buyers. To put it simply, there is more bang for your buck when you spend on bringing back buyers to your site.
18. Retargeting customers who abandon carts can take the conversion rate up to 26% from 8%.
The issue of cart abandonment is a well-known one in online marketing. It is true that these statistics on retargeting ads vary widely based on the study. However, it is generally believed that over 70% of customers abandon their shopping carts at some point in the checkout process. Of these, only about 8% return to complete their purchase if not retargeted. However, you can boost this conversion rate to 26% if you invest in retargeting ads.
19. Onsite retargeting can convert an additional 2-4% of website visitors into leads and customers.
Conventional retargeting takes place offsite. But what does offsite mean exactly? Well, it means that visitors to your site are targeted with ads once they have moved on from your site.
However, marketers often tend to ignore onsite retargeting. Online marketing retargeting statistics show that, with the latter, you can target potential customers before they leave with the help of customized exit popups triggered as a visitor is about to leave.
20. Retargeting ads on LinkedIn can result in an increase in CTR by 30%.
LinkedIn advertising provides certain unique opportunities to target B2B buyers who might still be in the funnel but haven’t been converted yet. According to B2B LinkedIn retargeting statistics, using retargeting ads on the platform can also result in:
- 37% higher click rate with contact targeting
- 32% higher post-click conversion rates
- 14% decrease in post-click cost-per-conversion.
21. Within retargeting campaigns, conversion rates increase with more ad impressions.
Click-through rates are known to decline over time. But those who do click on your retargeting ads after having seen them a few times are found to have become nearly twice as likely to convert. This increase in conversion rates is seen over the first five to six ad impressions. It is a direct result of brand reinforcement through multiple messages. Ad fatigue — the phenomenon of people tiring of seeing the same thing over and over again — is also reported to be lower (nearly half) in case of retargeting compared to generic display ads.
22. As per retargeting stats, the average CPC of remarketing on Google is between $0.66 and $1.23.
In comparison, the average cost-per-click varies from $1 to $2 for search ads, and less than $1 for display ads on Google. The CPC of remarketing depends on a variety of factors, with click-through-rate and landing page experience being the most notable. Both a high CTR and ad copy, user experience, and landing page alignment will result in a lower CPC.
23. Experts recommend allocating 10-40% of the prospecting budget to retargeting.
Retargeting delivers lucrative results, but it’s not particularly cheap, retargeting stats show. Professionals recommend saving 60-90% of the budget for prospecting, and 10-40% to retargeting. If you are left with allocating more than 40% of your budget into retargeting, you might consider expanding your overall budget.
Retargeting Best Practices
24. Facebook remarketing to website visitors from the past 15-30 days is likely to be more effective.
The logic behind this is that people who have been to your website in the previous few weeks are more likely to recall the visit. According to Facebook retargeting statistics, if you target a longer time frame, it is very likely that people would have forgotten about your brand. So, they would be less likely to engage with your ads. Facebook offers a range of options to selectively retarget people who visit your website, helping in improving conversion rates.
25. CTR decreases by almost 50% after five months of running the same set of ads.
If you are running the same set of ads for everyone, it is important to realize that user fatigue sets in after a few months, ads begin to blend into the background. Retargeting statistics show that, to keep the interest of users piqued, it is good to rotate your ads every few months.
26. Marketers typically recommend 17-20 retargeting ads per user per month.
Overexposure is something you need to be careful about when retargeting potential customers. No one wants to be constantly followed around on the internet. It helps to use a frequency cap to prevent negative association with your brand due to overexposure. While the standard frequency recommended is about 17 to 20 ads per user per month, a faster or slower frequency might make sense depending on the nature of your campaign.
27. Retargeting emails should contain a maximum of 3 to 5 products.
Statistics on retargeting show that, instead of bombarding a potential customer with information on every single product they viewed, it is better to limit the items in the email to a maximum of about five fitting ones. This helps to personalize the retargeting email and to keep the content relevant to the customer. You should also think about the optimum balance between text-based information and images/videos.
28. Abandoned cart emails are the most effective when sent within a few minutes or hours of the cart abandonment.
On the whole, however, it depends on the actions taken by the site visitor. Retargeting statistics suggest that abandoned cart emails should be sent quicker. That way you can either catch the visitors while they are still online or satisfy their non-buyer’s remorse by helping them get a better deal. For people who abandoned the page, waiting a day or two might be better, which would allow you to take a more informational or branding approach.
Those retargeting statistics showed us the importance of retargeting or remarketing in converting online visitors into spending customers. We also saw the slow but steady realization among marketers that they cannot afford to overlook its importance. It is necessary to keep best practices in mind for maximum benefit when using retargeting. Surely these stats will help you in sharpening your own digital marketing strategy for significantly better conversion rates in the days ahead.