Retargeting: types and features of the tool
Retargeting is used by marketers to track users who have previously interacted with a company in some way, such as visiting the site, making purchases, or viewing products. This tool can be used in various advertising systems, such ads are broadcast in mobile applications as well as on websites and video viewing platforms.
The purpose of retargeting is to bring the customer back, encourage them to make a repeat order, and become a regular customer. This approach involves personalization so that the user can receive ads that are relevant to their needs. This feature makes retargeting an effective way to influence the target audience. And it can be used for the needs of almost any business, but most often it is used by representatives of the segment of electronic commerce.
Retargeting is available in Google Ads, where it is called remarketing. In this case, we are talking about contextual advertising – the ad is broadcast when forming Google search results. The tool can be configured to show on YouTube – users will see such ads in video format. In addition, ads seen by users on Facebook and Instagram can also be retargeted.
Types of retargeting:
- Search. It is activated by keywords that users apply to search. As soon as a person enters them into the search engine, a banner with a particular product or brand is broadcast. And the ads appear regardless of whether or not the user has visited the advertised site before.
- Retargeting, which is activated after visiting the site. In this case, through cookies, robots track the actions of a person and will broadcast specific ads to him on other resources.
- Personal retargeting is used when segmenting the audience by certain parameters, such as age, location, and interests. Thus, advertising will be broadcast only to a particular category of users.
- Social retargeting is most often used for the Facebook platform. Here the relevance of ads is assessed by the number of likes and reposts.
There is also regular and dynamic retargeting. The second differs in the ability to broadcast an extensive range of products through the ad. In addition, this option allows you to create feeds – the best offers for ads. They are selected based on the popularity of products, as well as an analysis of user browsing history. Dynamic retargeting also automatically determines which type of advertising is appropriate for which site. It is often used to set up a campaign in Google AdWords.
Many use the term remarketing to mean retargeting. In general, the technology is almost no different, except that retargeting is a variant of remarketing that is used for social media. In this case, the tool’s effectiveness will be higher because the platforms allow for better audience segmentation.
