What is retargeting?

Retargeting is an online advertising tactic that helps businesses keep their brand in front of users who have previously visited their website, browsed an e-commerce store, or made a purchase online.

It works by tracking user behavior and displaying ads to those users on other websites they visit.

Retargeting ads are typically displayed as banner ads, but can also be used in email campaigns and social media posts. The goal of retargeting is to remind potential customers about your business and encourage them to come back and complete a purchase.

Retargeting can be a powerful tool for businesses looking to increase engagement with their audience and boost ROI from their marketing efforts. By targeting audiences who have already engaged with your business with personalized content, you can drive more conversions and increase customer growth.

How does retargeting work?

Retargeting works by tracking a user’s activity on the website and then displaying ads to them as they browse other websites.

The ads are tailored to the user’s interests and can be used to encourage them to return to the website and complete a conversion, such as making a purchase. Retargeting can also be used to increase brand awareness and engagement with potential customers.

Retargeting works by placing cookies on the user’s browser when they visit your website. These cookies track their activity and allow you to serve them targeted ads as they browse other websites. The ads can be tailored to their interests based on what pages they visited on your website, what products they viewed, and more.

By using retargeting, businesses can stay top-of-mind with potential customers and increase conversions from those who may have otherwise forgotten about them. It’s an effective way for businesses to reach out to users who have already shown interest in their product or service but haven’t yet taken action.

The two main types of retargeting

The two key types of retargeting are:

Static retargeting: these are generic, non-personalized ads where the same creative is shown to every user.

Static retargeting ads are generally easier to set up, but since they lack relevance for some users, they typically perform worse than dynamic ads.

Dynamic retargeting: these ads are personalized in real time based on each individual’s browsing or shopping behavior.

Dynamic ads can take longer to set up and will require a personalization engine, but can drive impressive results.

Benefits of retargeting

Retargeting is a powerful marketing strategy that offers many advantages. Some of the key benefits of retargeting include:

  • Increased brand awareness:

    Retargeting helps keep your brand top-of-mind for potential customers and can increase brand recognition.
  • More engaging ads:

    By serving dynamic content tailored to each user’s interests, retargeting enables businesses to create more effective, engaging ads.
  • Higher conversion rates:

    Users who have previously interacted with your brand have a higher likelihood to convert than those who have not, making retargeting an effective way to boost conversions.
  • Improved ROI:

    The increased engagement and higher conversion rates lead to improved Return on Investment (ROI) from your ad spend, helping businesses drive better Return on Ad Spend (ROAS).

Retargeting with Emarsys

Emarsys helps leading brands like Nike, Babbel, and adidas Runtastic to connect their sales, product, and customer data, creating better customer experiences and driving results through sophisticated, cross-channel retargeting campaigns.

Deliver the predictable, profitable outcomes that your business demands.

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