Retargeting, also known as remarketing, is a digital advertising strategy that involves displaying targeted ads to users who have previously interacted with a website or shown interest in a product or service. The goal is to re-engage these users and encourage them to return and complete a desired action, such as making a purchase or filling out a form.
Key points about retargeting/remarketing include:
- Tracking User Behavior: Retargeting relies on tracking technologies, such as cookies, to monitor users’ online behavior. This includes visits to specific pages, products viewed, or actions taken on a website.
- Displaying Targeted Ads: After a user leaves a website without completing a desired action, they may see targeted ads related to the products or pages they previously interacted with. These ads appear on other websites they visit.
- Increased Brand Exposure: Retargeting provides businesses with an opportunity to maintain brand visibility and reinforce their message to users who have shown initial interest.
- Customized Messaging: Advertisers can tailor the content of retargeted ads based on the user’s behavior, such as highlighting specific products or offering exclusive promotions.
- Conversion Optimization: Retargeting aims to bring back users who are more likely to convert, as they have already demonstrated an interest in the brand or product.
Retargeting can be implemented through various digital advertising channels, including display ads, social media ads, and search engine advertising. It is a valuable strategy for maximizing the impact of marketing efforts and increasing the likelihood of conversion from previously engaged users.
RPM offers a DFY traffic program that automatically uses retargeting.