Retargeting & South Korean Search Engines
Only 6% of users make a targeted action (buy a product, make an order) when they first get to the site. And what about the remaining 94%? They leave! Retargeting allows you to remind your website visitors about the products and services they were interested in. It converts (‘catches up’) with those who have visited your shop's website or logged into your social media channels at least once. It is an effective tool for visual or text adverts, interactive content, surveys, recommendations. Users are shown your adverts when they go to other websites.
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How does retargeting work?
Retargeting is advertising based on data that was collected when a user visited a website and was interested in what it offers. Simply put, clicked on buttons, navigated between pages.
From a technical point of view, it goes like this. A JavaScript tag/code is placed on the site, which generates a list of site visitors by placing anonymous retargeting files in their browser. The data thus generated is used to show adverts to potential customers when they visit other websites or browse the internet. Relevant targeted advertising increases brand awareness and conversion rates.
Cookies, Pixel tags and more
So, we have already learnt that the web browser stores a small piece of data known as cookies and pixel tags. They are used to display adverts on the sites the user visits. This is why the user may be ‘haunted’ by adverts for the products they have viewed, encouraging them to return and complete the purchase.
Cookies and pixel tags are two online marketing tools used to collect information about user behaviour and identification. Cookies are files stored on a user's computer, while pixel tags are code that makes requests to a server to collect data about a user's actions.
Retargeting: setting up an advertising company
Retargeting advertising companies are created and set up after registration in advertising systems of search platforms and social networks. By setting up retargeting for a specific group, one chooses the type of adverts, determines the budget and duration of the campaign. In South Korea, the most popular advertising channels are Google Ads, Naver Ads, Daum, Facebook, and Twitter. More often than not, the first time a customer visits a website, they learn about the product, brand, research the market and do not make a purchase. Be careful: a poorly optimised remarketing campaign can harm and scare away a potential customer!
Features of retargeting in South Korea
Insistent, excessive, intrusive advertising makes a negative impression, tires and irritates. It is important to monitor user reactions and think about the duration of the advertising campaign and the time of display. Time-limited campaigns may not bring results and ‘drain’ the budget, and too stretched out can be ineffective. All these parameters directly depend on the habits and purchasing behaviour of the target audience. There are no universal solutions for optimising and timing retargeting campaigns.
Most Koreans use Naver as their primary search engine. As of July 2023, Naver dominates Korea's paid search with a market share of 56.09%. Google has significantly increased its market share in Korea's search engine market in recent years, rising to 34.22%. Daum, owned by Kakao Group, is the third largest search engine in South Korea with a market share of 9.69%. Advertising campaigns in both Google Ads and Naver Ads allow customisation of targeting by gender, age or location, selecting the user's preferred language, device type, operating systems, and carriers.
When to use retargeting
If your website or online shop has at least 100 visitors per month, retargeting can be a great and inexpensive marketing strategy for your business.
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Completing the transaction. If a user has left the site after leaving items in their basket, they need to be reminded. Retargeting is the best solution.
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Launching new products or service. If you are launching a new product or expanding your services, you should attract the attention of loyal customers and those who are already familiar with your company using retargeting campaigns in search engines and social networks.
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Increase brand awarenes. A retargeting strategy is an important part of digital marketing that helps a brand stand out.
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Promoting popular products. Retargeting bestsellers influences customer loyalty and increases ROI on promotion and marketing. User-generated content (reviews, testimonials) works well in such advertising.
Halla Systems strategies for your business
So, retargeting is an effective tool in marketing that is used to target advertising to a specific audience. Halla Systems Co. Ltd advises customers on cultural, social and economic issues in South Korea. We offer you our years of experience in promoting your business on local South Korean search engines (Google Ads, Naver Ads, Daum) and social media (KakaoTalk, Naver Blog, Naver Cafe). Halla Systems‘ experts tailor proven remarketing strategies to clients’ businesses, increasing reach, engagement and sales.