How do you use SEM tools to retarget?

1 Choose your retargeting platform

The first step to use SEM tools to retarget is to choose the platform that suits your goals, budget, and audience. Different platforms have different features, costs, and reach, so you need to compare them and decide which one works best for you. For example, Google Ads offers a variety of retargeting options, such as display network, search network, YouTube, or Gmail. Facebook Ads allows you to retarget people who have interacted with your page, app, or events. Bing Ads lets you retarget people who have searched for your keywords or visited your website.

2 Set up your retargeting pixel or tag

The next step to use SEM tools to retarget is to set up your retargeting pixel or tag on your website or app. A retargeting pixel or tag is a small piece of code that tracks the behavior and actions of your visitors, such as the pages they view, the products they add to cart, or the forms they fill out. By installing the pixel or tag, you can collect data and create audiences for your retargeting campaigns. For example, if you use Google Ads, you need to install the global site tag and the event snippet on your website. If you use Facebook Ads, you need to install the Facebook pixel on your website.

3 Create your retargeting audience

The third step to use SEM tools to retarget is to create your retargeting audience based on the data collected by your pixel or tag. A retargeting audience is a group of people who share certain characteristics or behaviors that make them eligible for your ads. You can segment your audience by various criteria, such as the pages they visited, the time they spent on your site, the actions they took, or the products they showed interest in. For example, if you use Google Ads, you can create remarketing lists in Google Analytics or Google Ads. If you use Facebook Ads, you can create custom audiences in Facebook Business Manager.

4 Design your retargeting ads

The fourth step to use SEM tools to retarget is to design your retargeting ads that match your audience and your offer. Your ads should be relevant, engaging, and persuasive, and include a clear call to action. You can use different formats and styles for your ads, such as text, image, video, or carousel. You can also use dynamic ads that show personalized products or services based on the user's browsing history. For example, if you use Google Ads, you can create responsive display ads or dynamic display ads in Google Ads. If you use Facebook Ads, you can create dynamic product ads or dynamic catalog ads in Facebook Business Manager.

5 Launch and optimize your retargeting campaigns

The final step to use SEM tools to retarget is to launch and optimize your retargeting campaigns. You need to set your budget, bid, and schedule for your campaigns, and monitor their performance and results. You can use SEM tools to track and measure your key metrics, such as impressions, clicks, conversions, or cost per acquisition. You can also use SEM tools to test and improve your ads, such as changing your headlines, images, or offers. For example, if you use Google Ads, you can use Google Analytics or Google Ads to analyze and optimize your campaigns. If you use Facebook Ads, you can use Facebook Business Manager or Facebook Ads Manager to analyze and optimize your campaigns.

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?