What is Retargeting?
Retargeting utilizes the previously mentioned browser cookies or device identifiers to display static or social media ads to users who have visited your website or app before. When users visit other sites or applications, their identifiers are identified by retargeting networks, which in turn serve targeted reminder ads. These strategies enhance brand recall, nurture prospects, recapture lost conversions, or maintain a presence throughout a user’s web journey. Campaigns can be divided based on specific actions such as pages viewed, session length, and form abandonment.
Examples of retargeting include serving static banner ads for items previously viewed, advertising on Facebook to users who have visited websites before, and Google RLSA bids on search queries made by past customers.
Related terms: remarketing, behavioral targeting, display retargeting, audience segmentation