What is retargeting advertising?
Retargeting or remarketing is a form of online advertising consists in reaching out to the advertising to Internet users who have previously visited some Internet sites. Thanks to remarketing, we can reach out to users who during a recent visit to the site, and have not made a purchase or other action desired by the owner.
It’s a method by which ecommerce marketers can 're-attract' previous visitors who perhaps left a shopping basket, or who browsed some product pages but then left the site for elsewhere.
Only 2% of web traffic converts on its first visit. Retargeting is the tool companies use to reach the other 98%.
Why retargeting is so effective?
Every time the potential customer of the Internet site sees the retargeted ad, or retargeted email, this will remind them of their former desire to purchase and possibly steer them back. If the customer has visited the page of the product, could be interested in purchasing it. If it did, retargeting add reminds him of products, which had previously been interested. The customer often sees the product, which was interested in, including higher probability that it will return to te shop for purchase. This type of advertising goes to the right audience, because they have visited our site at least once.
Retargeting maximizes the chances of selling products, also can increase the average value of the orders executed in thestore.
How does retargeting work?
There are two main types of retargeting: pixel-based and list-based. The way each works is slightly different, and each has different advantages based on the campaign goals.
Pixel-based retargeting is a way to re-display the material to any anonymous site visitor.
This is probably the most common type of retargeting. When someone comes to the Internet website, some discreet piece of JavaScript (often referred to as a pixel) is placed on their browser - making their browser “cookied.” When they leave a site they surfed the web before, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they visited on the websites before.
The advantage of pixel-based retargeting is that, it's timely (they can be retargeted pretty immediately after leaving the site), specific to a particular page on your site, and behavior-based.
Disadvantages to this method are that there's a lower volume of people in the campaign at any given moment in time since it's all based on how often people are coming to a website, viewing certain pages, and leaving. It also can be complicated or time-intensive to implement the JavaScript on many website pages.
List-based retargeting works after you already have someone's contact information in your database. You can also use lists of your existing contacts for certain types of retargeting ads. The way that works is you upload a list of the email addresses to a retargeting campaign (usually on a social network like Facebook or Twitter), and the platform will identify users on that network who have those addresses and serve retargeting ads just to them.
Though it's a little less common than pixel-based retargeting, list-based retargeting allows you to have highly customizable criteria for your ads because it's based on more than behavior - you're choosing who goes in which list. On the flip side, it's possible that a person in your list gave you one email address and the social network another - and in that case, they won't see your ads. This happens quite frequently: according to MediaMath, match rates can vary from 70-80% down to as low as 20-30% for some platforms, so you'll need a fairly large list to make this type of retargeting effective. And because you are in charge of uploading and maintaining the list, list-based retargeting also is less automatic and timely than pixel-based retargeting.
Some example:
Here is some clothing - shopping website Sheinside.com, that I have visited many times, without do any shopping.
After my visitations, and without making any purchase, I have seen small Sheinside advertising banners in many websites I have visited, also using links to products in the online shop, I was potentially interested in buying. The banners were displayed by Google Ads.
Sources:
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