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Site Retargeting

Retargeting
Updated:
April 11, 2022

What is Retargeting?

Site retargeting is a well-known paid advertising strategy that involves putting ads in front of people who have previously searched for your products or visited your website in the past. Retargeting enables you, the business owner, the opportunity to remind your customers of your products and services, even if they didn’t buy anything or give you their contact info.

How Retargeting Works

A retargeting pixel, or a simple HTML code, was placed on the web page prior to you visiting it. Pixels utilize cookies, which is data stored in your web browser that remembers you were there and continues to follow your browsing trends. Marketing pros, like those at Red Shark Digital advertising agency Greenville NC, can then later utilize this cookie data to show you specific ads, increasing your awareness about their brand as you surf the web or scroll through your social media feed. Marketing with retargeting keeps your brand front and center, bringing "window shoppers" back when they're actually ready to buy.

First You Target, Then You Retarget

Based on your target customer’s traits or behaviors, you can choose from a variety of ways to segment people, target them, then retarget them accordingly:

  • Behavioral Targeting - Advertisers define their target audience based on actions that the consumers took. Retargeting is a typical form of behavioral targeting because it targets people who visited a certain webpage.
  • Contextual Targeting - Advertisers define their target audience based on the relevance of content on the other sites they visit. While contextual targeting can be applied to retargeting, advertisers often use it to extend their reach to prospects who visit sites that feature content related to the advertiser’s website.
  • Targeting From Lead Gen Forms - This is a newer way for advertisers to stay connected to their audience, based on how they interacted with a Lead Gen Form that is attached to a paid ad in their social feed or a sponsored message. Once a person provides you with their email, address, or phone number, you can retarget them later.

Before site retargeting, many marketers would purchase ad space on sites that they thought their readers frequently visited. But now that marketers are able to utilize retargeting, your potential customers will see ads selected specifically for their interests and behaviors, remaining engaged with your brand even as they navigate away to their favorite blog, news site, or social network. To learn more about digital marketing through retargeting, contact Red Shark Digital today!

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