Retargeting
Retargeting serves ads to people most often after they’ve left your website, advertising to visitors who leave the site without completing a conversion action. Retargeting displays ads to the user as they browse the internet, marking or tagging online users who visit a company’s website with a pixel or a cookie. One of the core benefits of retargeting is that it serves ads only to the people who have shown at least some amount of engagement in the original brand. The term “retargeting” is taken from the concept of marketing to a user again, in a different way. Search retargeting, a form of behavioral retargeting, can also be used to drive new customers that haven’t been to the site before because they’re being retargeted based on actions taken on a third-party website.
There’s Many Types of Remarketing & Retargeting
Site Retargeting
The most common of retargeting methods. It involves setting java script on your site that ignites a cookie or tag in each user’s browser and allows you to advertise to them at a later time as they continue to browse other sites. Retargeting code can be set to cookie all users who visit your website, in a more broad spectrum use, or visitors that only visit a certain page of your website, in a more targeted use that responds to specific behavioral intents.
Search Retargeting
Refers to serving ads to users who have conducted a search for your brand, product or service or relevant keywords on top search engines. This mode of retargeting is used to get back in front of users whose search history indicates that your product or service is relevant to them.
Dynamic Retargeting
Site retargeting that uses dynamic technology to serve up products and ad content based on behavioral information, a customer profile or relevant content from your website that the user may be interested in purchasing.
Product Retargeting
Retargeting of a customer who’s checked out a specific product on your website. This granular type of site retargeting serves up the product they showed interest in but did not purchase, or a similar item to what they’ve already purchased in ad copy on other sites.
You can remarket to users across the web.
As they visit various websites and social channels, including Amazon.com, major news sites like HuffingtonPost.com and Facebook, YouTube, Twitter and LinkedIn. You can even remarket to people when they’re in their inbox through Gmail Sponsored Promotions.
| In Summary, You Can Retarget: |
|---|
| Organic visitors to your website |
| Visitors to your website arriving through paid search (PPC) |
| People who have searched for products or services relevant to a user’s search query |
Perfect Situations for Remarketing:
- High-value B2C decisions such as buying a timeshare or booking a vacation
- Long lead time B2B decisions for vendors, services, training or conference packages, where there’s a significant amount of research or consultation with others, such that it’s unlikely a buying conversion will occur in just one visit.
- Seasonal purchases – deposit cookies in advance of Black Friday/Cyber Monday, or pre-Christmas.