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Retargeting, also called remarketing, is an online advertising strategy of reaching out to prior visitors of your website or app, often by presenting ads or sending emails. Retargeting offers an opportunity to recapture potential leads or customers if they have left your site without converting or meeting a marketing goal.
For example, if a prospective customer abandoned their shopping cart without checking out, you can use retargeting to show an ad for the product they recently viewed on another website they visit. By exposing your ads again, you have the opportunity to reel the customer back to your site, leading to better conversion rates and working closer to your marketing and revenue goals.
Retargeting can be applied to multiple digital marketing channels, including paid search, display, email, and social.
For retargeting to work effectively with many of these channels– such as search and displaying advertising–browser users must enable cookies. Cookies are small files that are stored on user devices and allow you to track user behavior and analyze traffic. Storing cookies tag users with a unique identifier, which allows you to determine whether users completed a goal for conversion like checking out a shopping cart or filling out a form when using analytics platforms. If they have not achieved a set conversion goal, retargeting will show your ads again on the next website or mobile page they visit.
Google AdWords has tools for remarketing campaigns so brands can pay for ads that appear on the Display Network and the Search Network–the text ads on search engine result pages. In order to create a remarketing campaign using these two networks, add the remarketing tag on every website or mobile app page and make a remarketing list in AdWords by compiling cookie IDs.
If you have the email addresses of potential customers, use list-based remarketing to customize their experience with your specific brand. Once you collect a list of email addresses, upload these lists into a customer relationship management platform or to the custom audiences list on social networks.
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stronger relationships on social
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