Retargeting: A More Detailed Definition
Retargeting is a digital marketing strategy that involves displaying personalized ads to users who have previously interacted with a specific website, app, or piece of content. This interaction can include visiting a page, clicking on an ad, or adding a product to a cart.
The goal of retargeting is to re-engage these users and encourage them to take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app. By showing them ads that are relevant to their previous behavior, businesses can increase brand awareness, drive conversions, and improve overall marketing ROI.
Examples of Retargeting:
- Product Retargeting: A user visits an online clothing store and adds a pair of jeans to their cart but doesn’t complete the purchase. The store can then use retargeting to display ads featuring the jeans or similar products on other websites the user visits.
- Website Retargeting: A user visits a travel website and searches for flights to Paris. The website can use retargeting to display ads for Paris hotels, attractions, or travel packages on other websites the user visits.
- App Retargeting: A user downloads a mobile game but doesn’t play it for a few days. The game can use retargeting to display ads encouraging the user to return to the game and continue playing.
Types of Retargeting:
- Pixel-Based Retargeting: This method uses a small piece of code (pixel) placed on a website to track user behavior and identify those who have visited the site.
- Cookie-Based Retargeting: This method uses cookies stored on a user’s device to track their online activity and identify their interests.
- Email Retargeting: This method involves sending targeted emails to users who have previously interacted with a website or app.