Should you be retargeting to your customers?

Last updated: June 14, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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Have you ever felt like you’re shouting into the void with your digital advertising? You’re not alone!

Many brands struggle to make the most of their ad spend, but there’s a powerful tool that’s often overlooked: retargeting.

In this post, we’ll dive into the world of retargeting and why it might just be the secret sauce your marketing strategy needs.

What’s all the fuss about retargeting?

Retargeting is all about keeping your brand at the forefront of your potential customers’ minds. It’s a way of gently nudging those who’ve already shown some interest in your products or services.

And the best part?

It can be done for pennies compared to your initial advertising costs!

How does the magic happen?

Now, you might be thinking, “This sounds great, but how on earth do I do it?”

Fear not, dear reader, for it’s simpler than you might think!

The Basics: It all starts with a little bit of code called a retargeting tag. This nifty snippet from platforms like Google Ads gets added to your website.

When visitors come to your site (and if they’ve consented to cookies), this tag allows the platform to show them your ads later on other websites.

Build Your Audience: There are two main ways to grow your retargeting audience. First, there’s that first-party data from the retargeting tag we just mentioned.

Second, you can upload customer lists – people who’ve downloaded resources, made enquiries, or otherwise raised their hands to say, “Hey, I’m interested!”

Get Creative: Here’s where the fun begins! With retargeting, your ads can be as vibrant and eye-catching as you want.

You’re not limited to just static images; you can use animations, interactive HTML5 ads, or even tiny websites within your ad. The sky’s the limit!

Budget Wisely: One of the beauties of retargeting is its cost-effectiveness. A good rule of thumb is to allocate about 10% of your prospecting ad budget to retargeting.

So if you’re spending £10,000 on ads, just £1,000 could keep you in the minds of your potential customers for weeks!

The evergreen funnel: your new best friend

Now, here’s where we level up from good to great. Enter the evergreen funnel – the superhero of retargeting strategies.

The concept is simple but powerful: Instead of bombarding your audience with the same ad over and over (we’ve all been there, and it’s annoying, right?), you serve different messages based on how long it’s been since their first interaction.

For example:

Days 1-7: Show them Ad A with Offer X.
Days 8-21: If they haven’t bitten, show them Ad B with Offer Y.
Days 22-60: Still no luck? Time for Ad C with Offer Z!

This approach keeps your messaging fresh, relevant, and tailored to where your potential customer is in their buying journey. It’s like having a conversation rather than just shouting the same thing repeatedly.

If there’s one thing we want you to remember from this post (our “tea-talk takeaway,” if you will), it’s this: If you’re not using an evergreen funnel in your retargeting efforts, it’s time to start!

Retargeting isn’t just about staying visible; it’s about staying relevant. By carefully crafting your messages and understanding the journey your customers are on, you can turn those initial clicks into long-lasting relationships.

So, are you ready to pour yourself a cup of tea and dive into the world of retargeting? Trust us, your future customers (and your bottom line) will thank you!


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