What is Retargeting?

Retargeting (also called remarketing) is a digital advertising strategy that targets users who have previously visited a website or engaged with a brand but left without completing a desired action. This technique uses browser cookies or pixel tracking to identify these visitors and serve them tailored ads as they browse other websites, use social media, or search online.

Key Characteristics:

• Behavioral targeting: Ads based on specific user interactions with a website
• Cookie-based tracking: Technology that recognizes previous visitors across the web
• Segmented campaigns: Different messaging for users at various stages of engagement
• Multi-platform reach: Ability to reconnect with prospects across various online channels

Benefits:

• Higher conversion rates than standard display advertising
• Reduced cart abandonment by reminding shoppers of items they viewed
• Enhanced brand recall through repeated exposure
• More efficient ad spend by focusing on pre-qualified prospects

Common retargeting types include product retargeting (showing specific items viewed), cart abandonment retargeting (reminding users of unpurchased items), and cross-sell retargeting (suggesting complementary products to previous buyers).