What Is Retargeting and How to Start Using It?


With the different forms of retargeting, you can display advertisements to users, who have already seen your page. In this post, we will show you how to reach them with the most popular ad services.

This article is the third part of a post series about personalization in marketing. Click here if you would like to read it from the start, or click here to download as an ebook.

People rarely make decisions the first time they visit a site. Most often they compare the prices and services of similar enterprises, and purchase an item or subscribe only if they are convinced they found the best offer available.

The time needed to make a decision is influenced by personal habits and the characteristics of the service they are looking for. In any case, an advertisement from one of the pages they visited during the search phase has a high chance of affecting their decisions.

This form of advertisement could also help to persuade existing customers on the merits of another purchase, or the renewal of their subscription.

Retargeting works with the help of cookies. They are small files, which are saved by the browser when you visit a website. Using them allows the ad services to identify the visitors to your site, and display ads to them while browsing other websites.


Retargeting with the most well-known ad services

Google and Facebook both offer a broad selection of retargeting options.

In Adwords among other things, you can configure how frequently your ads are displayed, how long cookies are stored, or which pages your users need to see to activate the campaign.

While there are other ways to fine tune your campaigns, you can improve the performance of your ads significantly by using only these options. For example, if you set up the subpages appropriately you’ll be able to target users, who added an item to the cart, but haven’t reached your checkout page. Paying attention to storage time and frequency, on the other hand, allows you to reach your visitors at a time when they are most likely to make a purchase and avoid annoying them afterward.

You can also target your customers on Facebook based on the subpages, they visited  or the time passed since they left your site. Similarly to Adwords, refining your targeting options, will make your campaigns much more effective.  

For example, if you create different audiences from the people who visited the pages that lead to the purchase or subscription, you can target people with various ads reflecting the stages of their journey. This way you can send users, who read your blogposts, but haven’t subscribed to your newsletter back to content pages. The ones who entered the trial period, could learn about the advantages of a full membership, buyers interested in certain items, could see similar products and so on. If you sell a wide range of goods you can also create multi product ads for retargeting.

In addition to visitors, the social network lets you display ads to your email subscribers, fans, and people who share similar characteristics to any of the listed groups, which provides a great opportunity to scale your campaign. Showing ads to audiences that have overlapping demographics, interests or behaviors to the ones, who completed a purchase on your site, can significantly increase your chances of success!

If you want to go a step further you can also reach people who have shown interest in your products with programmatic marketing solutions. Most companies offering these services use psychographic data along with the options I wrote about previously to increase the effectiveness of your campaigns. They bid for ad placements automatically and try to evaluate the users intent based on the information they collected in their databases throughout their campaigns.

The next part of the series is about website personalization. Click here to continue reading!


by Sáfár Attila
on Tuesday, March 22, 2016

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