Retargeting (or remarketing) is the buzz word in the internet marketing industry, helping marketers to reach the customers who already visited their website at least once. Remarketing has been around since it is an innovation by Adroll. Google saw the results and made it a part of Adwords the last few years. The strength of retargeting is using cache and cookies built from the internet history of a prospective customer. It helps the marketer to understand their behavior, and enabling the advertiser to serve more relevant ads based on browsing history. Retargeting can re-engage customers, but it also allows them to drive the customers by displaying their products or services they looked at but didn't convert to sales or leads.
Retargeting also helps you understand the user's behavior and the experience in crucial points of your website, such as using your shopping cart and abandoned it. Identifying the areas where users are having the tough time can improve your site.
Retargeting is a tactic that every marketer should consider because these are not “cold leads.” Knowing the issues that hinder your conversion rate, and how you can recapture that visitor drives to amazing conversions. Every time the targeted customer sees the retargeted advertisements, this helps them to remember your brand. You can tailor the ad to their level of engagement, such as offering a discount. Many times visitors do not leave for reasons such as a bad interface, lengthy sign-up processes, and tricky security checks. Information about can debug your sales funnel. The hindrance is from the outside, such as life, in general, make it worth retargeting customers.
Remarking is a newer technology, and it is different from the other types of strategies that marketers use. It is somewhat hard to understand for a newbie without an expert's support. The strength of retargeting comes from the cookies and cache data the visitors left behind on their first visit to your site.
There are two primary types of retargeting ads:
Pixel-Based – This is the most common form of retargeting performed today. In pixel based retargeting, cookies placed on the visitor's browser give the advertiser info about the visitor's behavior and based on that, the best time to display an ad again. This method must be used properly, and a user cannot feel like an add is “stalking” them.
List-Based – It works when you already have your customer's contact information. In this type, you upload the email list to create the retargeting campaign for Adwords or Facebook. In both platforms, you can build “lookalike audiences” of people with similar interests. You can also use this list to take another crack at users that didn't convert based on your parameters.
For an in-depth insight of retargeting you can learn it from Isaac Rudansky in Udemy’s “How Retargeting Works – The Complete Guide To Retargeting Ads.” By Isaac Rudansky. Isaac is, in my opinion, the best instructor on Udemy. This guide covers all the topics related to retargeting and remarketing, and how to get the most out of your advertising campaigns.