Ad Retargeting

Topic Overview

Ad retargeting, also known as remarketing, is a form of online advertising that targets users who have already visited your website but did not make a purchase or complete a desired action. It works by tracking these visitors through cookies and displaying your ads to them when they visit other websites. This approach is designed to increase the return on investment by focusing advertising efforts on individuals who have shown an interest in your products or services.

Usage Types

There are several types of ad retargeting, each serving a unique purpose in digital marketing strategies:

Pixel-Based Retargeting

Pixel-based retargeting is a way to re-display your material to any anonymous site visitor. This is probably the most common type of retargeting. It works by placing a pixel on your website that sets a cookie in the user's browser. Then, as the user browses the web, the cookie informs the retargeting platform to serve specific ads.

List-Based Retargeting

List-based retargeting works after you have collected someone's contact information. It works by uploading a list of email addresses to a retargeting campaign (usually on a social platform), which will serve specific ads only to them.

Search Retargeting

Unlike the other types, search retargeting isn't based on any interactions with your brand or website. Instead, it targets users who have searched for keywords or phrases related to your business on search engines. This strategy allows businesses to reach a broader audience that may be interested in their products or services.

Social Media Retargeting

Social media retargeting involves displaying ads to users who have interacted with your brand on social media platforms. This could involve visiting your social media page, liking a post, or even messaging your business.

Conclusion

Ad retargeting is a powerful digital marketing strategy that can significantly improve the effectiveness of your online advertising. By focusing on individuals who have already shown an interest in your business, it increases the likelihood of converting these potential customers into actual sales.