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Site retargeting

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Find sources: "Site retargeting" – news · newspapers · books · scholar · JSTOR (November 2018) (Learn how and when to remove this message)

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. 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.

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, Facebook, Twitter, Pinterest & 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. 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.

Statistics

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

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. 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.

See also

References

  1. "The Future of Retargeting, Remarketing and Remessaging". Marketing Land. 12 March 2012. Retrieved 30 July 2012.
  2. Fishman, Jason. "Council Post: What Is Retargeting And Why Is It Important?". Forbes. Retrieved 2021-05-10.
  3. "Website Retargeting for LinkedIn Ads | LinkedIn Marketing Solutions". business.linkedin.com. Retrieved 2021-05-10.
  4. "Retarget an audience with Facebook dynamic ads for products". Facebook Business Help Center. Retrieved 2021-05-10.
  5. "Remarketing on Twitter". business.twitter.com. Retrieved 2021-05-10.
  6. "Set up audience targeting". Pinterest Help. Retrieved 2021-05-10.
  7. "6 Steps to Add Customer Journey Mapping to Your Marketing Strategy". WordStream. Retrieved 2022-04-01.
  8. "What is Customer Journey Retargeting?". Automat. 2019-10-01. Retrieved 2022-04-01.
  9. "Retargeting Statistics". 99firms.com/. Retrieved 2023-12-02.
  10. "Retargeted Advertising for Nonprofits: Complete Introduction". blog.mightycause.com. 23 May 2022. Retrieved 2023-12-02.
  11. "What is the Average CTR for Google Ads?". iem.edu.in. 21 March 2022. Retrieved 2023-12-02.
  12. "Facebook Ads CTR Benchmarks: How to Optimize Your Ad Performance". lebesgue.io. Retrieved 2023-12-02.
  13. "17 Most Important Digital Marketing Metrics Every Business Should Track". acadium.com. Retrieved 2023-12-02.
  14. "From Pixel to Purchase: the Power of Retargeting Strategies". www.adspaceagency.com. Retrieved 2023-12-02.
  15. "40+ Retargeting Statistics That are Hard to Ignore (2023)". bloggingx.com. 22 September 2020. Retrieved 2023-12-02.
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