What is retargeting and what is it for?

[shammis606]

Retargeting is a powerful digital marketing tool that allows advertisers to re-engage users who have already interacted with their website or app. Unlike traditional targeting, which aims to attract a new audience, retargeting focuses on those who have already shown interest in a product or service. In this article, we will take a detailed look at what retargeting is, how it works, and the benefits it can offer your business.



Understanding Retargeting


Retargeting, sometimes called remarketing, is used to show targeted ads to users who have previously visited your site or app but did not complete a desired action, such as making a purchase. This is accomplished using a special code called a pixel that is placed on your site. This code tracks user behavior and collects data about those who leave the site without converting.



How does retargeting work ?


1. Install a pixel . A retargeting pixel is a small piece of instagram database code that is installed on your website. It tracks user actions such as visiting pages, viewing products, or adding items to a cart.



2. Data collection : When a user visits your site, the pixel collects data about their behavior and transmits it to the advertising platform.



3. Create audience segments . Based on the data you collect, you can create audience segments for retargeting. For example, you can target ads to users who added products to their shopping cart but did not complete the purchase.



4. Show retargeting ads . These ads are shown to users when they visit other websites, use apps or social networks. The goal is to remind them of your offer and encourage them to complete the conversion.



Types of retargeting






Retargeting can be classified into several types, each of which has its own characteristics and goals.



Classic retargeting


Classic retargeting is aimed at users who visited your website but did not perform the target action. These users see your ads on other websites and social networks. Classic retargeting is effective for increasing conversion and sales.



Dynamic retargeting


Dynamic retargeting uses more sophisticated algorithms to display personalized ads. For example, if a user has viewed specific products on your site, dynamic retargeting will display those products in ads. This increases the likelihood of completing a purchase, as the ads are targeted to the user's specific interests.



Email retargeting


Email retargeting involves sending personalized emails to users who have left your site without making a purchase. These emails may contain abandoned cart reminders, special offers, or product recommendations.



Social Media Retargeting


Social networks like VKontakte offer retargeting tools that allow you to show ads to users who have interacted with your site. These platforms collect data on user behavior and allow you to customize targeting based on interests and demographics.



Benefits of Retargeting






Retargeting offers many benefits for businesses, regardless of size or industry.



Increase conversion


Retargeting helps bring back users who have already shown interest in your product but have not made a purchase. This increases the chances of completing the conversion and increases overall sales.


Improving brand awareness


Re-engaging with users through retargeting ads helps improve your brand awareness. Constantly reminding them of your offer increases the likelihood that users will remember you when they are ready to buy.



Effective use of budget


Retargeting allows you to use your advertising budget more efficiently because you target an audience that is already familiar with your brand. This reduces your customer acquisition cost (CPA) and increases your return on investment (ROI).



Personalized approach


Dynamic retargeting allows you to create personalized ads that are tailored to specific user interests and behaviors. This makes ads more relevant and engaging, increasing the likelihood of conversion.


Recovering Lost Sales


Retargeting helps bring back users who left your site at the decision stage. This is especially useful for online stores, where abandoned carts are a common problem.