Site retargeting explained

Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser.[1] That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.

A related technique used by retailers involves dynamic creative, which allows the marketer to customize the ad displayed to any site visitor, for example displaying a picture of a product the visitor was viewing earlier, but did not purchase.

Site retargeting is now commonly considered a "standard practice" among digital marketers.[2]

Social Media & Site Retargeting

The ability to "retarget", or sell ads on different websites to visitors of certain webpages, lays at the heart of most social networks business models. LinkedIn,[3] Facebook,[4] Twitter,[5] Pinterest[6] & more all allow and have detailed guides on how to run retargeting ads on their platforms. Google's business model is also built on retargeting - both in their search engine and in their display advertising network.

Personalization

Another common use of site retargeting has been to deliver personalised content to users. A common idea in marketing is the "buyer persona", where marketers create fictional characters of potential customers and think about the "customer journey" - the process that each fictional customer needs to make until it decides to buy the product.[7] Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalize the content that is shown to the user accordingly.[8]

Statistics

The CTR (clickability) of a retargeting ad is on average 10 times higher than that of a typical media ad.[9] [10] While a standard media ad has a CTR of 0.07%, the average clickability of a retargeting ad is 0.7%.[11] [12] In addition, retargeting conversion is 70% higher.[13]

A study conducted by Baymard Institute confirms that approximately 70% of online shoppers fill their shopping cart with items but do not complete the checkout.[14] With the help of banners on third-party resources, sellers bring some users back to the site and thus ensure sales.

68% of marketing agencies and 49% of brands have a dedicated budget for retargeting.[15]

See also

Notes and References

  1. Web site: Marketing Land. The Future of Retargeting, Remarketing and Remessaging. 30 July 2012.
  2. Web site: Fishman. Jason. Council Post: What Is Retargeting And Why Is It Important?. 2021-05-10. Forbes. en.
  3. Web site: Website Retargeting for LinkedIn Ads LinkedIn Marketing Solutions. 2021-05-10. business.linkedin.com. en.
  4. Web site: Retarget an audience with Facebook dynamic ads for products. 2021-05-10. Facebook Business Help Center. en.
  5. Web site: Remarketing on Twitter. 2021-05-10. business.twitter.com. en.
  6. Web site: Set up audience targeting. 2021-05-10. Pinterest Help. en.
  7. Web site: 6 Steps to Add Customer Journey Mapping to Your Marketing Strategy . 2022-04-01 . WordStream . en-US.
  8. Web site: 2019-10-01 . What is Customer Journey Retargeting? . 2022-04-01 . Automat . en-US.
  9. Web site: Retargeting Statistics. 2023-12-02. 99firms.com/.
  10. Web site: Retargeted Advertising for Nonprofits: Complete Introduction. 2023-12-02. blog.mightycause.com.
  11. Web site: What is the Average CTR for Google Ads?. 2023-12-02. iem.edu.in.
  12. Web site: Facebook Ads CTR Benchmarks: How to Optimize Your Ad Performance. 2023-12-02. lebesgue.io.
  13. Web site: 17 Most Important Digital Marketing Metrics Every Business Should Track. 2023-12-02. acadium.com.
  14. Web site: From Pixel to Purchase: the Power of Retargeting Strategies. 2023-12-02. www.adspaceagency.com.
  15. Web site: 40+ Retargeting Statistics That are Hard to Ignore (2023). 2023-12-02. bloggingx.com.