What is retargeting, and how does it work?
Retargeting, also known as remarketing (a term used particularly in Google Ads), is when you are served an ad from, for example, a company's website that you have previously visited.
Retargeting is widely used — and for good reason; it is highly effective. Why? Because you can tailor your ads and their message to the individual customer based on where they are in the customer journey. This makes your ads hyper-relevant and also reminds potential customers about your business.
Example of retargeting
You visit a webshop and browse for swimwear for the upcoming summer. You look at selected products in designs and from brands you find interesting.
Afterwards, you are served ads on Facebook and Instagram from the website you visited, featuring the products you looked at.
This type of ad is known as a Dynamic Product Ad and is a frequently used ad format in e-commerce.
If you want to be shown to previous visitors of your website, retargeting works by inserting a so-called "Pixel" (also known as a "tag") on your website from the relevant digital channel (such as Google, Facebook, LinkedIn or similar).
The pixel/tag is a small piece of code that collects information about your visitors, enabling you to target ads at them on the individual channels.
How do you do retargeting?
How you practically carry out retargeting depends on which platform you want to use. Retargeting is possible on the vast majority of paid digital channels, including:
- Google Ads
- and more
It's all about choosing the right channels for your retargeting.
You can read more below about how to do retargeting on the most commonly used channels:
Do you want to optimise your retargeting and reach the right customers?
Call us on 30 12 42 72 for a no-obligation chat about how we can help with your digital strategy.
