Understanding Retargeting in the Australian Context
Retargeting, AKA remarketing, works by tracking website visitors through cookies or pixel technology and showing them targeted ads as they browse other websites. For Australian businesses, this means reaching potential customers across multiple platforms they frequently visit, from news.com.au to their favourite Instagram accounts.
The Psychology Behind Retargeting
Research shows that Australians need an average of 7-8 brand interactions before making a purchase decision. Retargeting helps build these crucial touchpoints naturally. When Melbourne-based tech startup DigiTech implemented retargeting, they found that customers who saw their ads at least five times were 70% more likely to convert compared to those who saw them only once.
Setting Up Your Retargeting Campaign
Platform Selection
- Google Ads Remarketing
- Facebook Pixel
- LinkedIn Retargeting
- Instagram Remarketing
- YouTube Remarketing
Each platform serves different purposes. For instance, a B2B software company in Sydney might find LinkedIn retargeting more effective, while a Gold Coast fashion retailer might see better results on Instagram.
Segmentation Strategies That Work
Break down your audience into specific groups:
- Cart abandoners
- Product page viewers
- Blog readers
- Previous customers
- Time-based visitors (30, 60, 90 days)
Real-World Success: Perth’s Coffee Story
Perth-based coffee roaster, Bean Masters, segmented their audience based on specific product page views. They created different ad sets for people who looked at:
- Coffee beans
- Brewing equipment
- Gift sets
This targeted approach increased their return customer rate by 45% and reduced cart abandonment by 33%.
Creative Approaches to Retargeting Ads
Dynamic Product Ads
Instead of generic brand messages, show visitors the exact products they viewed. A Brisbane furniture store implemented this strategy and saw a 28% increase in the number of return visitors making purchases.
Sequential Storytelling
Tell your brand story across multiple ads:
- First ad: Introduction to your brand values
- Second ad: Product benefits
- Third ad: Customer testimonials
- Final ad: Special offer
Seasonal Campaigns
Australian businesses can align retargeting with local seasons and events:
- Back-to-school (January-February)
- End of the financial year (June)
- Spring racing carnival (October-November)
- Summer holidays (December-January)
Advanced Retargeting Techniques
Cross-Device Retargeting
With Australians using an average of 3.5 devices daily, cross-device retargeting ensures you reach customers regardless of how they access the internet. A Melbourne jewellery retailer using this approach saw a 40% increase in mobile conversions.
Frequency Capping
To prevent ad fatigue:
- Limit display ads to 3-4 times per day
- Rotate creative content weekly
- Adjust the frequency based on user engagement
Time-Based Targeting
Consider Australian time zones and browsing habits:
- Business hours for B2B products
- Evening hours for consumer goods
- Weekend targeting for leisure products
Budget Optimisation and ROI Tracking
Cost Management
Average retargeting costs in Australia:
- Google Ads: $1.20-2.50 CPC
- Facebook: $0.80-1.50 CPC
- LinkedIn: $5.00-8.00 CPC
Performance Metrics to Monitor
- Click-through rate (CTR)
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- View-through conversions
- Time to conversion
Common Mistakes to Avoid
- Not Setting Frequency Caps: Bombarding users with ads can lead to brand fatigue. An Adelaide retailer learned this the hard way when their aggressive retargeting led to a 15% increase in negative brand mentions on social media. Set reasonable caps – 3-4 times daily per platform.
- Targeting Too Aggressively: Not everyone who visits your site is ready to buy. A Sydney electronics store wasted $5,000 targeting all visitors before refining its approach to focus on those who spent at least 2 minutes on product pages.
- Using the Same Creative: Ad fatigue is real. A Melbourne fashion brand saw click-through rates drop 45% after using the same ad creative for two months straight. Rotate creatives every 7-10 days.
- Neglecting Mobile Optimisation: With 67% of Australians primarily shopping on mobile, non-optimised ads can waste budgets. A Brisbane homeware store doubled conversions after redesigning its retargeting ads specifically for mobile views.
- Poor Landing Page Experience: Even perfect retargeting fails if your landing page isn’t optimised. A Perth fitness equipment retailer fixed their mobile landing page load time from 8 seconds to 2 seconds, resulting in a 34% decrease in bounce rates.
Privacy and Data Protection
With Australian privacy laws becoming stricter, ensure your retargeting complies with:
- Privacy Act 1988
- GDPR requirements (for international visitors)
- Consumer Data Right (CDR)
Future Trends in Retargeting
- AI-powered Personalisation: Machine learning algorithms will predict the perfect time and platform to show ads based on individual user behaviour patterns. Early adopters in Australia are seeing up to 40% improvement in conversion rates.
- Voice-Activated Device Retargeting: With smart speaker ownership growing 25% annually in Australia, brands are preparing for audio-based retargeting through Alexa and Google Home devices.
- Advanced Cross-Channel Attribution: New tools are emerging to track consumer journeys across multiple devices and platforms, helping businesses understand the true impact of each retargeting touchpoint.
- First-Party Data Focus: As third-party cookies phase out, Australian businesses are building robust first-party data strategies through loyalty programs, apps, and direct customer relationships.
- Enhanced Privacy Features: Upcoming technologies will balance personalisation with privacy, using blockchain and federated learning to protect user data while maintaining retargeting effectiveness.
Conclusion
Retargeting isn’t just another marketing buzzword – it’s a proven strategy that can transform your Australian business’s digital presence and bottom line. The key lies in thoughtful implementation, continuous optimisation, and respect for customer privacy. Whether you’re a small café in Adelaide or a large retailer in Sydney, retargeting can help you reconnect with potential customers and turn browsers into buyers. Remember Sarah’s swimwear success story? Your business could be next. Start small, test different approaches, and scale what works for your specific audience and market.
Contact Us at Rankingeek Marketing Agency to develop a customised retargeting strategy that fits your business goals and budget. Our team of Australian digital marketing experts is ready to help you turn lost visitors into loyal customers.
