Episode 26: Retargeting aur remarketing
Jo log aapko dekh chuke hain unhe wapas laane ki kala: custom audiences, sequences aur frequency.
Priya ne StyleStreet ki Reel dekhi, profile check kiya, WhatsApp par size poocha. Phir office ka call aaya aur woh bhool gayi.
Woh “na” nahi thi. Woh “abhi nahi” thi. Retargeting “abhi nahi” ko “haan” banane ka kaam hai.
Retargeting kya hai?
Un logon ko dobara ad dikhana jo pehle se aapke brand ke saath interact kar chuke hain, lekin abhi tak desired action nahi liya.
Yeh log garam hain: brand jaante hain, interest dikha chuke hain. Isliye inhe ad dikhana sasta aur zyada effective hota hai.
Retargeting audiences kaise banein
| Source | Audience | Garmi |
|---|---|---|
| Video | Reel 50%+ dekha (30 din) | 🌡️ Warm |
| Profile visit / post save / DM (30 din) | 🌡️🌡️ Warmer | |
| Chat shuru kiya, order nahi | 🔥 Hot | |
| Website | Product dekha / cart mein daala (14 din) | 🔥🔥 Hottest |
| Customer list | Purane buyers (repeat ke liye) | 💛 Loyal |
Website audiences ke liye Pixel chahiye (Chapter 37).
Har garmi ke liye alag message
- Video viewers: “Yeh rahi baaki kahani” · reviews, wash test
- Profile visitors: bestsellers carousel + price
- WhatsApp chat, no order: “Aapka size abhi stock mein hai · COD + free exchange”
- Cart abandon: “Aapki kurti cart mein wait kar rahi hai”
- Customers: naya collection, “aapke liye early access”
Frequency aur creepy hone se bacho
Retargeting audience chhoti hoti hai, toh ek hi insaan ko baar-baar ad dikh sakta hai.
- Weekly frequency 3–5 se zyada ho toh creative badlo
- Window limit karo: 7–30 din, saal bhar nahi
- Jo kharid chuke, unhe turant exclude
- Tone friendly: “Bhool gaye?” theek hai, “Hum aapko dekh rahe hain 👀” nahi
Sequence: kahani ki tarah ads
Har step ek alag dar door karta hai. Jaise dukaan mein salesperson pehle dikhata hai, phir sawaal ke jawab deta hai, phir deal karta hai.
StyleStreet ki real problem
Garam leads ko ignore karna
StyleStreet ke TOFU ads se har mahine ~120 log WhatsApp chat shuru karte the. Inmein se sirf ~25% order karte. Baaki ~90 log? Bhool gaye.
Neha poora budget naye logon (TOFU) par laga rahi thi, jo sabse mehenga hai. Garam log free mein haath se ja rahe the.
Practical example: Cold vs retargeting: cost per order
| Campaign | Audience | Spend | Orders | Cost/order |
|---|---|---|---|---|
| TOFU (cold) | Naye log, Jaipur 24–38 | ₹4,560 | 12 | ₹380 |
| BOFU (retargeting) | WA chat, no order (14 din) | ₹2,700 | 18 | ₹150 |
Retargeting ka cost/order cold se ~60% kam. Lekin dhyan do: retargeting tabhi chalega jab TOFU naye log laata rahe. Dono zaroori hain.
Aapka mission: Retargeting plan banao
StyleStreet ke liye:
- 5 retargeting audiences ki list banao (source + din ki window)
- Har audience ke liye ek message/creative idea likho
- Ek 14-din ka retargeting sequence banao
- Exclusions likho (kaun nahi dekhega)
- Frequency limit aur creative refresh rule likho
- Cold vs retargeting ka cost/order compare karne ka sheet banao
Quiz
-
Retargeting ka cost/order aam taur par kam kyun hota hai?
- A. Ads chhote hote hain
- B. Log pehle se brand jaante hain aur interest dikha chuke hain
- C. Meta discount deta hai
- D. Koi wajah nahi
Answer dekho
Sahi jawab: B. Log pehle se brand jaante hain aur interest dikha chuke hain
Garam audience jaldi convert hoti hai.
-
Sabse “garam” audience kaunsi?
- A. Jaipur ki saari women
- B. Reel 3 second dekhne wale
- C. Cart mein product daal ke chhodne wale
- D. Competitor ke followers
Answer dekho
Sahi jawab: C. Cart mein product daal ke chhodne wale
Cart tak aana kharidne ke sabse kareeb hai.
-
Kharid chuke customers ko BOFU “abhi kharido” ad?
- A. Haan, baar-baar
- B. Nahi, exclude karo; unke liye alag repeat/new collection message
- C. Sirf weekend
- D. Unhe block karo
Answer dekho
Sahi jawab: B. Nahi, exclude karo; unke liye alag repeat/new collection message
Same offer dikhana irritating aur paisa barbaad.
-
Sirf retargeting chalao, TOFU band. Kya hoga?
- A. Sab badhiya
- B. Kuch time baad retargeting audience khatam/chhoti ho jayegi
- C. Sales double
- D. Ads sasti
Answer dekho
Sahi jawab: B. Kuch time baad retargeting audience khatam/chhoti ho jayegi
Retargeting ko naye log TOFU hi deta hai. Dono saath chahiye.
Client project mein output
Project file mein ab Retargeting Playbook:
- 5 warm audiences + windows
- Message per audience
- 14-din sequence
- Exclusions + frequency rules
- Result: retargeting ₹150/order vs cold ₹380
Golden rule: “Abhi nahi” ka matlab “kabhi nahi” nahi hai. Garam logon ko yaad dilao, unke dar door karo, lekin creepy mat bano.