TikTok Ads Remarketing: how to retarget lost visitors for profit

TikTok Ads
April 23, 2024

Let’s face it: your prospect is busy, and it the slightest distraction is all it takes for him to lose track of what he was doing in your site just a moment ago.

Retargeting campaigns allow business owners to get a second shot at converting these leads once & for all. 

In platforms like Facebook, Instagram and even YouTube, retargeting ads have long become a standard practice most marketers swear by.

But with the emergence of TikTok, the game took a nice turnaround. There is now a race to discover which business can figure out TikTok retargeting quicker. Since the road on this platform isn’t paved yet, there is a lot of confusion on how to execute these remarketing ads effectively—which is why we've decided to put an end to this mystery.

On this quick guide, we’ll put an end to the puzzle by showing you exactly how to leverage TikTok Ads for remarketing purposes.

But first things first:

What are retargeting ads & how can they impact my bottomline?

Retargeting Ads have always been an effective way to get back at lost prospects. To quote from an article at Hubspot:

“they are a form of online targeting advertising that is served to people who have already visited your website or are a contact in your database (like a lead or customer).”

They can appear in your feed while you’re scrolling through social media, or in first 5 seconds of a targeted YouTube video. 

What makes these types of ads so effective is the fact that you’re showing your ad to a prospect who has already shown interest in your business/service/product. Therefore, they are more likely to buy from you than a completely “cold” prospect who doesn’t know you at all. 

All you’ve got to do is...get back to them with the right message.

And there is a reason why you would want to do so.

Have you ever heard about the “Rule of 7” in marketing?

The premise that a prospect needs to be exposed to your message at least seven times before they choose to take action on your offer. 

Obviously, this is not always the case. But more times than not… it stands true, which is why retargeting campaigns is such a smart strategy to apply.

Now, when it comes to retargeting options, TikTok allows you to deliver ads to people who have already visited your site or engaged with your TikTok content in any way — similar to Facebook or YouTube. So it can definitely prove to be just as effective at delivering lost customers through your door.

This is our aim here, after all.

But see… there are a couple of things you will want to take care of first before starting to remarket on TikTok. And that it’s what we’ll be covering in the rest of this article.

How do TikTok Retargeting ads work?

Essentially, in order to keep track of every action your prospect makes inside of your website and/or engaging with your content, you’re going to have to set up a TikTok pixel for your account.

Now, what exactly is a TikTok pixel — you might ask.

You see, all ads (but retargeting ones specifically) work with a unique piece of code that you include on your website. This piece of code is called a pixel, and it allows TikTok to track prospects on your site and gather data about them. Just like the Facebook pixel, this data will then allow you to target people by specific criteria. 

This is going to play a huge role in your retargeting objectives.

Because once installed, this Pixel will allow TikTok to track, run conversions, optimise and project your campaigns to a selected audience.

And this selected audience (you guessed) is going to be those visitors who showed interest in your product but didn’t go all the way. Retargeting 101.

Now, setting this pixel up is quite simple.

We made a short video detailing exactly how you should go about it. So I would definitely give it a watch by clicking on the image below.

Once your pixel is locked & loaded, you can move on to the next step: creating your custom audiences on your Ad Manager.

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