Retargeting, also known as remarketing, is a marketing strategy that retargets users who have already interacted with a brand but have not yet made a purchase decision. Since most website visitors do not convert on the first contact, retargeting aims to reach these potential customers again.
Functionality
Retargeting is based on a JavaScript code or pixel that is placed on a website and captures the behavior of visitors without necessarily collecting personal data. If a user visits the page, the pixel is activated and the user is marked for future retargeting.
Types of Retargeting
- Pixel-based retargeting: The most common form in which a cookie is set after the website visit, so that the user subsequently sees corresponding ads when surfing.
- List-based retargetingUses existing contact lists, such as email addresses, to display targeted ads.
- Search engine retargetingResponds to users who have previously searched for specific keywords.
Benefits
Retargeting increases the likelihood of conversions among already interested users, strengthens brand awareness even without immediate conversion and improves the return on investment of advertising campaigns by focusing on a pre-qualified target group.
Implementation
An effective retargeting strategy segments the target group – for example by page visit or abandoned shopping cart – limits the frequency capping to avoid perception as spam, and varies ad formats and messages. Frequent errors are too aggressive targeting, inappropriate ad content during the customer journey phase and insufficient analysis of campaign results.
When using retargeting, data protection must be observed: The consent of the users must be obtained in advance and the data processing must be communicated transparently.