Video Types & Uses
Video Retargeting
11 min
how to use video retargeting to convert cold traffic into warm leads why video retargeting is essential for lead generation most first time visitors don’t convert immediately —in fact, studies show that 98% of website visitors leave without taking action video retargeting helps bring these potential leads back into your funnel , warming them up until they’re ready to buy key benefits of video retargeting keeps your brand top of mind for potential customers increases conversion rates by re engaging interested viewers warms up cold leads by gradually building trust and familiarity boosts roi by leveraging existing traffic instead of paying for new reach without retargeting, businesses lose out on high intent prospects who simply needed more touchpoints before converting step 1 understanding how video retargeting works video retargeting uses tracking pixels and audience segmentation to serve video ads to users who have watched a previous video but didn’t take action visited a website or landing page without converting engaged with content but dropped off before completing a desired step platforms that support video retargeting youtube (google ads) – retarget users based on watch history or interactions facebook & instagram ads – serve retargeting ads to users who watched 3+ seconds of a video linkedin ads – retarget b2b audiences who engaged with video posts tiktok ads – reach viewers who engaged with previous content action step set up tracking pixels and custom audiences on your preferred platforms before launching campaigns step 2 segmenting your audience for retargeting not all prospects are at the same stage of the buyer’s journey segmenting your audience correctly ensures you serve the right video to the right people retargeting audience segments audience best video format goal cold leads (brand awareness stage) short form, engaging content (reels, tiktoks, youtube shorts) introduce brand & keep engagement high warm leads (consideration stage) product demos, testimonials, case studies overcome objections & increase trust hot leads (decision stage) direct response video ads with cta drive conversions & purchases action step create different video ad creatives tailored to each audience segment step 3 crafting high performing retargeting videos best practices for video retargeting ads keep it short & engaging – 6 30 second videos perform best for retargeting use personalized messaging – acknowledge past behavior (e g , “still thinking about \[product]?”) leverage social proof – include testimonials or case studies to build trust have a strong cta – encourage the next step (book a call, download a guide, complete checkout) example retargeting video ad types “missed us?” video re engage site visitors who left before converting “still thinking about it?” video showcase testimonials or urgency driven messaging “exclusive offer for returning visitors” video provide a limited time discount or incentive “see it in action” video retarget viewers with a product demo or use case example action step test multiple variations of your retargeting videos to see which performs best step 4 running & optimizing retargeting campaigns setting up a retargeting campaign step 1 install tracking pixels (facebook pixel, google tag manager, linkedin insight tag, etc ) step 2 create custom audiences based on past engagement step 3 develop a retargeting funnel (cold > warm > hot audiences) step 4 set up a/b tests for different creatives, messaging, and ctas step 5 monitor analytics and adjust bids, budgets, and targeting based on performance key metrics to track in retargeting campaigns metric what it measures view through rate (vtr) how many people watch the full retargeting video? click through rate (ctr) how effective is the cta in driving action? cost per conversion (cpc, cpl, cpa) are retargeting ads cost efficient? roas (return on ad spend) is the campaign generating positive revenue? action step review campaign performance weekly and adjust strategies based on data insights final takeaways how to succeed with video retargeting retargeting keeps leads engaged and helps convert cold traffic into warm leads segment your audiences to ensure tailored messaging for each stage of the buyer’s journey use short, engaging videos with a clear cta to drive action a/b test different video creatives to find the highest performing retargeting strategies optimize campaigns based on data to maximize roi and lower acquisition costs by implementing these video retargeting strategies, businesses can recover lost traffic, increase conversions, and create a high performing video sales funnel want expert help building a video first marketing strategy? book a consultation with look studios sources & further reading hubspot how retargeting ads increase conversions retrieved from hubspot com https //www hubspot com/ think with google the power of video retargeting in performance marketing retrieved from thinkwithgoogle com https //www thinkwithgoogle com/ facebook business best practices for video retargeting campaigns retrieved from facebook com/business https //www facebook com/business/ wistia how to use video for retargeting & lead nurturing retrieved from wistia com https //www wistia com/